The constant growth of e-commerce users led to a significant increase in marketplaces in the first month of 2024, reaching 1.17 billion visits, according to data released by Conversion.

Marketplaces are playing an important role in the online shopping world, giving brands important recognition in the digital market and driving sales growth. They encompass a diversity of stores, products, audiences and prices, reflecting the growing trend in the sector. In Latin America, Brazil leads the number of marketplaces, accounting for 75% of e-commerce sales in 2023, according to Plugg To.

Standing out among so many companies within marketplaces requires strategic planning and a differential, such as the use of paid media.

Sponsored content

As with social networks, ADS are also used in e-commerce and marketplaces. They give products more prominence within the platforms, so that linked ads are strategically displayed to consumers on search pages and in prominent places on sales channels.

ADS are essential for the success of stores in marketplaces, as they allow for efficient audience segmentation, contributing to the development of relationships with users. Paid media also makes it possible to measure the return on investment and increases the competitiveness of brands in digital environments.

Assertiveness and strategy

For online sales to have good results, you need strategy, and ads on marketplace channels follow the same rule. Sponsored content on these channels can contribute significantly to strengthening the brand, improving the shopping experience and exposing products or services, making them more visible to users and, consequently, increasing sales.

ADS strategies go hand in hand with marketing planning, for example, on commemorative dates, because in some cases marketing campaigns are linked to marketplace channels, contributing to the growth of the channels. It's important to stress that marketing campaigns also make it possible to segment the target audience effectively and optimize the return on investment in advertising.

Consumers impacted

As mentioned earlier, the target audience is segmented and impacted by ADS on the channels, but what benefits do these users enjoy? Shopping experience, personalization, relevance and attraction to products, brand awareness and satisfaction.

Companies that sell their products on marketplace channels and choose to invest in ADS tend to have a positive conversion rate. This is due to the efficient targeting that the ads provide, resulting in optimized investments, measurement of results and more prominence among the competition.

The big players in the market such as Mercado Libre, Amazon, Magazine Luiza and Shopee offer the possibility of paid ads. Magazine Luiza, for example, has advanced tools for configuring and monitoring sponsored ad campaigns, allowing products to stand out and reach more people. The Shoppe has a strategic system for sponsored ads and makes it easy for sellers to promote their products effectively.

However, regardless of which player is used, investing in ADS on marketplace channels gives brands more visibility, increased sales and product prominence.