Retail Media: 4 strategies to monetize your marketplace

In an increasingly competitive scenario, marketplaces have been looking for new forms of monetization beyond traditional commissions. One of the most promising strategies is Retail Media, which turns the platform into a true media channel, allowing sellers to promote their products directly within the digital environment.
 

According to a study by Boston Consulting Group (BCG) in partnership with Google, the global retail media market is expected to move approximately US$ 75 billion by 2026, with an average growth of 22% per year. And although this practice is already consolidated in markets such as the United States, especially with Amazon, which today dominates the segment with robust investments in paid advertising within the platform itself, in Brazil this movement is still gaining traction.
 

“O what we see in the United States is a maturity in the use of internal advertising, especially on Amazon, where investment within the marketplace already exceeds what is done on platforms such as Google”, explains Rodrigo Garcia, executive director of Petina Digital Solutions. “In Brazil, we are still starting this path, highlighting initiatives by Mercado Livre and Shopee, which have been expanding the use of internal ads and affiliate models.”

Rodrigo shares the following 4 key Retail Media strategies for marketplaces that want to accelerate their monetization:

1. Sponsored ads

This is the most direct way to generate revenue.By allowing sellers to pay to highlight their products, whether on the homepage, in search results, or in strategic areas of the site, the visibility of offers increases exponentially.

“It works like a digital billboard.Sellers can stand out among thousands of products, and the marketplace, in turn, generates revenue from the” exhibition, says Rodrigo.

2. Partnerships with brands and companies

In addition to the sellers that already operate on the platform, it is possible to attract major brands to exclusive actions.“These companies see in the marketplace a powerful showcase. Partnerships for banners, special campaigns and exclusive discounts create new sources of revenue and make the user experience richer”, points Rodrigo.

3. Affiliate and influencer programs

Inspired by successful models like Shopee, which allows influencers to promote products directly from the platform in exchange for commission, this strategy has been growing.“It is an efficient way to segment campaigns. You choose the creators most aligned with your audience and share the revenue with them”, explains Rodrigo.

With the arrival of the TikTok Shop, this trend tends to intensify, creating a network of microinfluencers connected directly to the marketplace.

4. Geolocalized advertising

For marketplaces that operate regionally, targeting ads by location is a powerful strategy.“A geolocation allows more relevant campaigns with higher conversion rate. This makes the experience more personalized and increases effectiveness for” sellers, he concludes.