Trending, the marketplace channel has become a relevant source of income, data, and relationship. Today, 86% of Brazilian consumers already use marketplaces for daily purchases and, according to Mirakl, the volume of purchases made exclusively through these channels in the country grew twice the global average. With this advancement, retail media also gained space, entering the so-called third wave of digital media. SEMrush’s study shows that the traffic generated by Amazon, Magalu, and Mercado Livre already exceeds Google by 135% in product searches. In this scenario, platforms are more than just showcases and have begun to require a more integrated approach between content, usability, and performance.
To structure this advancement, Unilever relied on the support of Cadastra — a global company specialized in technology, data, communication, and strategy — in the redesign of the Brand Pages for Rexona, Dove, and TRESemmé. These pages, which serve as official brand stores within Amazon, were redesigned to deliver a more seamless, informative, and consumer-intent-aligned experience.
The strategy unified practices of SEO, CRO, enhanced content, and user experience, applied in a one-shot format. Coordinated with investment in retail media, the focus was on organically improving navigability, information organization, and page relevance — resulting in direct gains in visibility and conversion.
“Content has ceased to be just a complement. When well-positioned and designed to address the consumer’s doubt, it naturally drives sales, without relying solely on paid media,” says Tiago Dada, SEO & CRO Manager at Cadastra. “It was a turning point: from simply registering a product, we started creating brand experiences within e-commerce.“
As part of the project, an international benchmarking of best practices in marketplaces was conducted — with a special focus on the North American market — to understand how major brands structure their digital presences in high transaction volume environments. Cadastra led the analysis and adaptation process for the Brazilian context, taking into account navigational behaviors, product presentation preferences, and terms with higher local search volume. The diagnosis also mapped hidden purchase intents in search patterns, guiding not only the creation of enhanced content but also the reorganization of categories, prioritization of visual elements, and page architecture. Based on this data, it was possible to develop a content strategy connected to the real shopper journey in Brazil, focusing on discovery, trust, and conversion.
“The project integrates strategy, technology, marketing, and data, supporting us to achieve better performance by bringing our brands and consumers closer in the digital environment,” summarizes Daniela Pereira, Media Lead at Unilever Brasil and Director of Digital and Media for the Home Care business unit in Latin America.
