Amazon and Mercado Livre lead with 40% of industries betting on advertising in marketplaces

In an era where the digitalization of retail is advancing at a rapid pace, advertising in marketplaces emerges as a crucial trend for Brazilian industries. This phenomenon is confirmed by a recent survey conducted by ENEXT in partnership with Newtail, which reveals an accelerated growth of Retail Media in Brazil. This channel, which allows brands to promote themselves within e-commerces, is moving billions in the global market and has projections of reaching US$ 110 billion in 2026.

The study, which was attended by more than 60 companies and more than 100 interviews with leaders of major retailers and industries, highlights that 79% of Brazilian industries are already working with Retail Media.In addition, 100% of respondents consider the model a fundamental trend for the future of retail.In the retail sector, 73% of participants have already adopted this strategy.

The numbers are impressive: by the end of 2023, the expectation was that R$ 2.6 billion would be invested in advertising in Brazilian marketplaces, according to IAB Brazil. Globally, Retail Media should reach the US$ 110 billion mark in 2026, even surpassing the growth of investments in social media and search, according to data from eMarketer.

For brands, Retail Media offers the possibility of maximizing return on investment (ROI) through highly customizable and measurable campaigns. About 40% of industries have as a priority to increase visibility in e-commerce and measure more accurately the impact of their marketing actions. This scenario makes Retail Media especially attractive for strategies that seek to improve the performance of strategic products, especially platforms such as Amazon and Mercado Livre.

Despite the significant progress, the study points out that 31.3% of agencies still do not work with Retail Media, which indicates a great opportunity for growth and a clear need for training in the market. About 40% of agencies claim to need more knowledge to act more effectively in the sector, revealing a gap in specialization that can be filled with specific training and strategies.

The study not only highlights relevant numbers, but also reinforces the role of Retail Media in building more assertive, segmented and efficient communication for e-commerce.Agencies and brands that adapt to this trend will have a significant competitive advantage, providing a more integrated and personalized shopping experience, and maximizing impact and conversion in sales.

As Retail Media continues to evolve, it is essential that industries and agencies invest in specific training and strategies to make the most of the opportunities offered by this promising channel.With Amazon and Mercado Livre leading the way, the future of marketplace advertising in Brazil looks brighter than ever.