In an increasingly competitive scenario, marketplaces have been seeking new ways of monetization beyond traditional commissions. Una delle strategie più promettenti è il Retail Media, que transforma a plataforma num verdadeiro canal de mídia, 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 reach approximately US$ 75 billion by 2026, with an average growth of 22% per year. And although this practice is already established in markets such as the United States, especially with Amazon, que hoje domina o segmento com investimentos robustos em publicidade paga dentro da própria plataforma, in Brazil this movement is still gaining traction
What we see in the United States is a maturity in the use of internal advertising, mainly on Amazon, where investment within the marketplace already surpasses that made on platforms like Google, explain Rodrigo Garcia, Chief Executive Officer of Petina Digital Solutions. "In Brazil, we are still beginning this journey, with emphasis on initiatives by Mercado Livre and Shopee, que vêm ampliando o uso de anúncios internos e modelos de afiliados.”
Rodrigo shares below 4 key Retail Media strategies for marketplaces aiming to accelerate their monetisation
1. Sponsored ads
This is the most direct way to generate revenue. Allowing sellers to pay to highlight their products, be on the homepage, in search results or in strategic areas of the site, the visibility of the offers increases exponentially
It works like a digital billboard. The sellers manage to stand out among thousands of products, e o marketplace, in turn, gera receita com a exposição, affirms Rodrigo
2. Partnerships with brands and companies
Besides the sellers already operating on the platform, is it possible to attract big brands for exclusive actions. These companies see the marketplace as a powerful showcase. Partnerships for banners, campanhas especiais e descontos exclusivos criam novas fontes de receita e tornam a experiência do utilizador mais rica, score Rodrigo
3. Affiliate and influencer programs
Inspired by successful models like Shopee, que permite que influencers promocionen productos directamente desde la plataforma a cambio de comisión, this strategy is growing. It is an effective way to segment campaigns. You choose the creators most aligned with your audience and share the revenue with them, explain Rodrigo
With the arrival of TikTok Shop, this trend is likely to intensify, creating a network of micro-influencers directly connected to the marketplace
4. Geolocated advertising
For marketplaces operating regionally, segmenting ads by location is a powerful strategy. The geolocation enables more relevant campaigns, with the highest conversion rate. This makes the experience more personalised and increases effectiveness for the sellers, concludes
