StartNewsPesquisa aponta que publicidade em marketplaces como Amazon e Mercado Livre é...
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Research shows that advertising in marketplaces such as Amazon and Mercado Livre is a priority of investment in 40% of industry companies

E-Commerce Update
By E-Commerce Update

Em parceria com a Newtail, a ENEXT lança uma pesquisa que confirma o crescimento acelerado do Retail Media – canal que permite às marcas se promoverem dentro de e-commerces – in Brazil, Movimentando bilhões no mercado nacional. o segmento segue com perspectivas promissoras para o setor publicitário, além de potencial significativo de investimento em marketplaces e e-commerces. O estudo reúne a participação de mais de 60 empresas e mais de 100 entrevistas com líderes de grandes varejistas e indústrias.

Principais dados e oportunidades do Retail Media, segundo a pesquisa

– Adesão da Indústria e do Varejo: Entre as indústrias brasileiras entrevistadas, 79% já trabalham com Retail Media, e 100% consideram o modelo como uma tendência fundamental para o varejo. No setor de varejo, 73% dos participantes já atuam com este formato, destacando as categorias de Alimentos e Bebidas (63%) e Perfumaria, Cosméticos e Saúde (51%).

– Investimento crescente: Até o final de 2023, a expectativa era que R$ 2,6 bilhões fossem investidos em publicidade nos marketplaces brasileiros, segundo o IAB Brasil, reforçando a força do setor. Globalmente, o Retail Media deve atingir US$ 110 bilhões em 2026, ultrapassando até mesmo o crescimento dos investimentos em Social e Search (eMarketer).

– Objetivos e Vantagens para as Marcas: O Retail Media permite às marcas maximizar o ROI com campanhas customizáveis e mensuráveis. Aproximadamente 40% das indústrias têm como prioridade aumentar a visibilidade em e-commerces e medir com maior precisão o impacto de suas ações de marketing. Esse cenário torna o Retail Media especialmente atrativo para estratégias que buscam melhorar o desempenho de produtos estratégicos, especialmente em plataformas como Amazon e Mercado Livre.

Apesar do avanço, o estudo aponta que 31,3% das agências ainda não atuam com Retail Media, indicando uma oportunidade de crescimento e uma necessidade de capacitação no mercado. Cerca de 40% das agências afirmam precisar de mais conhecimento para atuar de forma mais efetiva no setor, revelando uma lacuna de especialização que pode ser preenchida com treinamentos e estratégias específicas.

O estudo não só destaca os números, mas também reforça o papel do Retail Media na construção de uma comunicação mais assertiva, segmentada e eficiente para o e-commerce. As agências e marcas que se adaptarem a essa tendência terão vantagem competitiva ao proporcionar uma experiência de compra mais integrada e personalizada, maximizando o impacto e a conversão em vendas.

E-Commerce Update
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E-Commerce Update is a leading company in the Brazilian market, specialized in producing and disseminating high-quality content about the e-commerce sector.
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Getnet reveals that Customer Week drives online sales with a 13.94% increase The Customer Week campaign, which took place between September 5th and 11th, resulted in a 13.94% increase in online sales compared to the previous week, according to data from Getnet, a payment solutions company. The period, which is traditionally marked by promotions and discounts, attracted more consumers to make purchases on the internet. The increase in sales was observed across all regions of the country, with the highest growth in the Southeast (20.3%) and the lowest in the North (5.1%). "Customer Week is an important date for e-commerce, as it encourages consumers to make purchases and helps businesses increase their sales," says Marcelo Labuto, CEO of Getnet. "This year, we saw a significant increase in online sales, which shows that the campaign was successful in attracting consumers." The data also shows that the average ticket for online purchases increased by 5.3% compared to the previous week. This indicates that consumers are not only buying more, but also spending more on each purchase. Getnet also observed an increase in the use of credit cards for online purchases. The use of credit cards increased by 10.2% compared to the previous week, while the use of debit cards decreased by 2.1%. "The increase in the use of credit cards may be related to the promotions offered during Customer Week," says Labuto. "Many consumers prefer to use credit cards to take advantage of the discounts and promotions offered by stores." In summary, Customer Week was a successful period for e-commerce, with a significant increase in online sales and an increase in the use of credit cards for purchases. The data from Getnet shows that the campaign was effective in attracting consumers and encouraging them to make purchases on the internet.

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