Retail Media: A Complete Guide to the Future of E-commerce

Imagine how much you could sell if you could place a banner for your brand in the entrance hall of the largest shopping mall in your area. Quite the advertising, wouldn’t you agree? This is now possible through a strategy known as Retail Media. This approach highlights your products on the biggest marketplaces and connects with emerging trends shaping the future of e-commerce.

If you want to transform your e-commerce performance by leveraging the visibility of sites like Mercado Libre, Amazon, Shopee, and Magalu, keep reading to discover how Retail Media, personalization, sustainability, and omnichannel strategies can boost your sales.

What is Retail Media?

Also known as retail advertising, this strategy captures consumers’ attention directly on marketplaces through strategically positioned ads. Whether browsing categories or searching for products, consumers are exposed to highly relevant items at the very moment they’re making purchase decisions.

Thanks to data collection and analysis, ads are displayed intelligently, taking advantage of moments when consumers are most likely to convert. In 2024, 1 out of every 6 advertising dollars was allocated to this strategy.

Why is Retail Media the future of e-commerce?

The rapid growth of e-commerce demands innovative solutions to capture consumers’ attention. Retail Media is one such solution, but complementary trends are also reshaping the industry:

1. Data-driven personalization

Artificial intelligence (AI) is revolutionizing how brands interact with consumers. With algorithms predicting behaviors, it’s possible to personalize ads in real-time, tailoring messages to individual needs.

Example: Amazon uses AI to suggest products based on users’ browsing history, significantly increasing conversion rates.

2. Expanding channels and emerging marketplaces

While Amazon and Mercado Libre lead the market, other players are gaining traction. Niche marketplaces and platforms like TikTok and Instagram open up new advertising opportunities.

Global perspective: The rise of marketplaces like Shein and AliExpress also presents challenges and opportunities for brands seeking to expand their digital presence.

3. Customer experience (CX) and Retail Media

Advertising should not be intrusive. When implemented correctly, Retail Media contributes to a seamless shopping experience.

Practical example: A well-placed banner on Mercado Libre not only boosts visibility but also directs consumers straight to conversion.

4. Sustainability as a competitive advantage

Consumers are increasingly demanding sustainable practices. Marketplaces can promote ESG-value products, helping brands stand out.

Example: Campaigns focusing on circular economy initiatives and recyclable products attract conscious consumers.

5. Omnichannel integration: online and offline

The future of e-commerce isn’t confined to digital spaces. Retail Media can connect online and offline experiences, such as directing consumers to physical stores or offering promotions through QR codes.

What to expect from Retail Media

To understand how this approach can be applied to any type of product, it’s worth exploring some of the main channels available in Brazil.

The boom in Retail Media-related ads is confirmed by Statista data, which forecasts 43% growth in 2024 alone, significantly surpassing the $2.6 billion mark in 2023.

The study also identifies the three largest platforms, providing an excellent guide for those looking to start with this strategy. By a wide margin, Amazon was mentioned by three-quarters of agencies reporting experience with this type of media.

Meanwhile, Mercado Libre was used by two-thirds of these agencies, clearly demonstrating the existence of a duopoly in Brazilian e-commerce. Despite challenges stemming from accounting inconsistencies that led to bankruptcy filings, Americanas remains cited in the study. There are also excellent opportunities in marketplaces like Via Varejo, Magalu, and B2W Digital.

To implement Retail Media in your organization, it’s essential to assess the landscape. Projections indicate new marketplaces will continue to emerge, offering more advertising space and competitive costs. However, ad specifics vary across channels, requiring tailored strategies and experts to avoid missteps.

How can Corebiz help with your Retail Media strategy?

Corebiz is a leading reference in Europe and Latin America for e-commerce solutions, developing tools like CRO, SEO strategies, and Retail Media. Here’s why you should rely on our team to manage your project:

Official Mercado Ads Partner

To bring expertise and optimize your advertising budget, our team includes certified Mercado Ads professionals, adding intelligence to campaign execution within Mercado Libre’s platform. This ensures all strategies are designed by experts with a focus on conversion.

Specialists in generating marketplace revenue

Beyond high performance in Mercado Libre advertising, we’ve developed a unique methodology to maximize results across other marketplaces. Regardless of the platform chosen for your ads, our team is dedicated to driving more revenue for your business.

Data-driven strategies

Every stage of your project is developed based on up-to-date data and market-relevant information. Regular optimizations are guided by key ROAS and ACOS KPIs. This attention ensures campaigns consistently deliver high-performance results.

When planning your Retail Media strategies, rely on a partner company to guide your decisions. After all, ads are a significant part of your advertising strategy, bringing in substantial customer traffic and contributing to your brand’s long-term success.

Bet on the future of e-commerce

Retail Media is one of the most powerful tools to boost online sales. Personalization, sustainability, and omnichannel integration, when paired with retail advertising, amplify results and create meaningful consumer experiences. Transform your digital presence. Contact us to discover how Corebiz can develop high-performance campaigns for the future of e-commerce.