Explosão de e-commerce impulsiona retail media

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i{margin-right:0}.component-social-2023.widgetOrientation-vertical{-ms-flex-direction:column;flex-direction:column;margin:0}.component-social-2023.widgetOrientation-vertical .widgetMessage{margin-right:0;margin-bottom:20px}.component-social-2023.widgetOrientation-vertical .widgetLinks{-ms-flex-direction:column;flex-direction:column;padding:20px 12px}.component-social-2023.widgetOrientation-vertical .widgetLinks .social-icon a i{margin-right:0;margin-bottom:20px}.component-social-2023.widgetOrientation-vertical .widgetLinks .social-icon.last a i{margin-bottom:0}</style> <div class="container main-container"> <div id="blog-post-header" class="row"> <div class="col-12 col-lg-5 col-xxl-4"> <div class="blog-post-details"> <div class="post-meta mb-stack-7"> <div class="post-category"> <a href="https://www.criteo.com/br/blog/category/commerce-media/">Commerce Media</a> </div> <div class="post-creation-date">Setembro 28, 2020</div> </div> <h1 class="post-title">Explosão de e-commerce impulsiona retail media</h1><div class="post-excerpt">A retail media não é um conceito novo, mas seu crescimento foi drasticamente acelerado nos últimos meses. Por quê? Mais consumidores online.</div> </div> </div> <div class="col-12 col-lg-7 col-xxl-8"> <div class="blog-post-featured"> <img src="https://www.criteo.com/br/wp-content/uploads/sites/5/2022/07/pexels-negative-space-34577-630x420.jpg" srcset=" https://www.criteo.com/br/wp-content/uploads/sites/5/2022/07/pexels-negative-space-34577-300x200.jpg 300w, https://www.criteo.com/br/wp-content/uploads/sites/5/2022/07/pexels-negative-space-34577-630x420.jpg 630w, https://www.criteo.com/br/wp-content/uploads/sites/5/2022/07/pexels-negative-space-34577-768x512.jpg 768w, https://www.criteo.com/br/wp-content/uploads/sites/5/2022/07/pexels-negative-space-34577-1024x682.jpg 1200w, " sizes=" ((min-width: 300px) and (max-width: 575px)) 345px, ((min-width: 576px) and (max-width: 767px)) 514px, ((min-width: 768px) and (max-width: 991px)) 738px, ((min-width: 992px) and (max-width: 1199px)) 549px, (min-width: 1200px) 100vw, 300px " > </div> </div> </div> <div class="row"> <div class="col-lg-8"> <div id="blog-post-body" class="row"> <div class="col-lg-1 d-none d-lg-block"> <div class="component-social-2023 widgetType-share widgetOrientation-vertical"> <div class="widgetLinks d-flex justify-content-start flex-wrap"> <div class="social-icon"> <a rel="nofollow" class="share-on-linkedin" target="_blank" href="http://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fwww.criteo.com%2Fbr%2Fblog%2Fexplosao-de-e-commerce-impulsiona-retail-media/&title=Explos%C3%A3o%20de%20e-commerce%20impulsiona%20retail%20media&source=https%3a%2f%2fwww.criteo.com/" title="LinkedIn"> <span class="sr-only">Share on LinkedIn</span> <div><i class="fa fa-linkedin fa-2x" aria-hidden="true"></i></div> </a> </div> <div class="social-icon"> <a rel="nofollow" class="share-on-facebook" target="_blank" href="https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.criteo.com%2Fbr%2Fblog%2Fexplosao-de-e-commerce-impulsiona-retail-media/" title="Facebook"> <span class="sr-only">Share on Facebook</span> <div><i class="fa fa-facebook-f fa-2x" aria-hidden="true"></i></div> </a> </div> <div class="social-icon"> <a rel="nofollow" class="share-on-twitter" target="_blank" href="https://twitter.com/intent/tweet?text=Explos%C3%A3o%20de%20e-commerce%20impulsiona%20retail%20media:&url=https%3A%2F%2Fwww.criteo.com%2Fbr%2Fblog%2Fexplosao-de-e-commerce-impulsiona-retail-media/" title="Twitter"> <span class="sr-only">Share on Twitter</span> <div><i class="fa fa-twitter fa-2x" aria-hidden="true"></i></div> </a> </div> <div class="social-icon last"> <a rel="nofollow" class="share-by-email" href="mailto:?subject=Explos%C3%A3o%20de%20e-commerce%20impulsiona%20retail%20media&body=https%3A%2F%2Fwww.criteo.com%2Fbr%2Fblog%2Fexplosao-de-e-commerce-impulsiona-retail-media/" title="E-mail"> <span class="sr-only">Share by e-mail</span> <div><i class="fa fa-envelope fa-2x" aria-hidden="true"></i></div> </a> </div> </div> </div> </div> <div class="col-lg-11"> <div class=""> <article class="post-16307 post type-post status-publish format-standard has-post-thumbnail category-commerce-media criteo-solution-retail-media"> <div class="modification-notice"> <span class="modification-message">Atualizado em</span> <span class="modification-time">Outubro 8, 2024</span> </div> <div class="entry-content"> <p>Retail media, anúncios patrocinados por marcas em sites e apps de varejistas, não é um conceito novo. É um canal que vem crescendo constantemente, impulsionado por sua performance atribuível e acesso a first-party data. Mas nos últimos meses, a retail media recebeu uma injeção de adrenalina, acelerando seu crescimento e levando-a para o topo dos budgets de muitas marcas.</p> <p>De onde veio essa injeção extra?</p> <p>Existem várias razões para esse crescente interesse, mas sem dúvida o maior impulso vem do que provavelmente será conhecido como a “grande migração do e-commerce”.</p> <h2><strong>Em termos de adoção do e-commerce, isso deve ser em 2023.</strong></h2> <p>Isso significa que o crescimento de consumidores e vendas de e-commerce que vimos nos últimos meses deveria levar de três a quatro anos. Mas as circunstâncias extraordinárias criadas pela pandemia de coronavírus aceleraram drasticamente a mudança do mundo para as compras online.</p> <p>De que mudança estamos falando? Vamos destacar algumas estatísticas importantes nos EUA e na EMEA:</p> <ul> <li><a href="https://www.emarketer.com/content/us-ecommerce-2020" target="_blank" rel="noopener">O eMarketer</a> prevê que o e-commerce representará 14,5% do total de vendas no varejo nos EUA em 2020, o que é “<em>um recorde histórico e o maior aumento de share em um único ano</em>”.</li> <li>As vendas de e-commerce no varejo no Reino Unido representarão <a href="https://content-na2.emarketer.com/uk-ecommerce-2020" target="_blank" rel="noopener">27,5% do total das vendas no varejo este ano</a>, e essa proporção se aproximará de um terço até 2024.</li> <li>As vendas de e-commerce de varejo na França crescerão <a href="https://content-na2.emarketer.com/france-ecommerce-2020" target="_blank" rel="noopener">cerca de 17,1% em 2020</a>.</li> <li><a href="https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/a-global-view-of-how-consumer-behavior-is-changing-amid-covid-19" target="_blank" rel="noopener">A McKinsey</a> diz que a maioria das categorias viu sua base de clientes online aumentar em 10% ou mais.</li> <li>O US Census Bureau do Departamento de Comércio dos Estados Unidos relatou um aumento de 44,5% nas vendas online no segundo trimestre em relação ao mesmo trimestre do ano passado.</li> <li>Diversos varejistas parceiros da Criteo Retail Media relataram aumentos entre 100% e 200% nas vendas de e-commerce no segundo trimestre de 2020.</li> </ul> <p>O influxo de novos consumidores digitais (o eMarketer estima 7,4 milhões de novos consumidores digitais em 2020) será um aumento mais permanente do que apenas uma oscilação temporária. Os resultados da nossa pesquisa com consumidores confirmam isso.</p> <h2><strong>O aumento das compras online não é moda passageira.</strong></h2> <p>Os consumidores foram empurrados para o online por necessidade. Será que eles continuarão comprando lá mesmo depois de se sentirem confortáveis em voltar às lojas físicas? Todos os resultados de nossa pesquisa com consumidores apontam para “sim”:</p> <p>30% dos consumidores globais pesquisados disseram que descobriram produtos online durante a pandemia e que pretendem continuar comprando. 21% continuariam a comprar produtos de supermercado online. Parece que menos gastos com viagens e restaurantes e maior economia estão canalizando parte desse dinheiro para o varejo e o supermercado online.</p> <p><img loading="lazy" decoding="async" class="aligncenter size-full wp-image-16350" src="http://www.criteo.com/br/wp-content/uploads/sites/5/2020/09/BR-explosion-retail-media-bar-graph-1-min.png" alt="" width="1307" height="700" srcset="https://www.criteo.com/br/wp-content/uploads/sites/5/2020/09/BR-explosion-retail-media-bar-graph-1-min.png 1307w, https://www.criteo.com/br/wp-content/uploads/sites/5/2020/09/BR-explosion-retail-media-bar-graph-1-min-300x161.png 300w, https://www.criteo.com/br/wp-content/uploads/sites/5/2020/09/BR-explosion-retail-media-bar-graph-1-min-1024x548.png 1024w, https://www.criteo.com/br/wp-content/uploads/sites/5/2020/09/BR-explosion-retail-media-bar-graph-1-min-768x411.png 768w, https://www.criteo.com/br/wp-content/uploads/sites/5/2020/09/BR-explosion-retail-media-bar-graph-1-min-630x337.png 630w" sizes="(max-width: 1307px) 100vw, 1307px" /></p> <p>4 em cada 10 consumidores em todo o mundo descobriram novas lojas online nas quais compraram pela primeira vez.</p> <p><img loading="lazy" decoding="async" class="aligncenter size-full wp-image-16317" src="http://www.criteo.com/br/wp-content/uploads/sites/5/2022/07/BR-explosion-in-ecommerce-graphic-2-min.png" alt="" width="698" height="440" srcset="https://www.criteo.com/br/wp-content/uploads/sites/5/2022/07/BR-explosion-in-ecommerce-graphic-2-min.png 698w, https://www.criteo.com/br/wp-content/uploads/sites/5/2022/07/BR-explosion-in-ecommerce-graphic-2-min-300x189.png 300w, https://www.criteo.com/br/wp-content/uploads/sites/5/2022/07/BR-explosion-in-ecommerce-graphic-2-min-630x397.png 630w" sizes="(max-width: 698px) 100vw, 698px" /></p> <p>E, em todas as gerações, uma média de 85% em todo o mundo continuaria comprando nessas novas lojas online que descobriram.</p> <p><img loading="lazy" decoding="async" class="aligncenter size-full wp-image-16318" src="http://www.criteo.com/br/wp-content/uploads/sites/5/2022/07/BR-explosion-in-ecommerce-graphic-3-min.png" alt="" width="676" height="182" srcset="https://www.criteo.com/br/wp-content/uploads/sites/5/2022/07/BR-explosion-in-ecommerce-graphic-3-min.png 676w, https://www.criteo.com/br/wp-content/uploads/sites/5/2022/07/BR-explosion-in-ecommerce-graphic-3-min-300x81.png 300w, https://www.criteo.com/br/wp-content/uploads/sites/5/2022/07/BR-explosion-in-ecommerce-graphic-3-min-630x170.png 630w" sizes="(max-width: 676px) 100vw, 676px" /></p> <p><a href="https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/a-global-view-of-how-consumer-behavior-is-changing-amid-covid-19" target="_blank" rel="noopener">Os dados da McKinsey</a> ecoam isso e mostram que, em todas as categorias e em todo o mundo, mais pessoas pretendem fazer compras online após a COVID-19 do que antes.</p> <h2><strong>Retail media garante visibilidade em uma prateleira digital cada vez mais lotada</strong></h2> <p>Com esse aumento maciço nas compras online, as marcas estão se voltando para a retail media como forma de capturar consumidores no ponto de venda digital em sites e apps de varejistas parceiros.</p> <p>Visibilidade conta — e muito. A primeira página dos resultados da pesquisa de um varejista representa cerca de 90% de toda a receita. E nessa primeira página de resultados, os primeiros 10 SKUs representam 25%-30% da receita.</p> <p><img loading="lazy" decoding="async" class="aligncenter size-full wp-image-16330" src="http://www.criteo.com/br/wp-content/uploads/sites/5/2020/09/BR-explosion-in-ecommerce-graphic-4.png" alt="" width="675" height="239" srcset="https://www.criteo.com/br/wp-content/uploads/sites/5/2020/09/BR-explosion-in-ecommerce-graphic-4.png 675w, https://www.criteo.com/br/wp-content/uploads/sites/5/2020/09/BR-explosion-in-ecommerce-graphic-4-300x106.png 300w, https://www.criteo.com/br/wp-content/uploads/sites/5/2020/09/BR-explosion-in-ecommerce-graphic-4-630x223.png 630w" sizes="(max-width: 675px) 100vw, 675px" /></p> <p>A retail media ajuda as marcas a garantir uma posição de destaque na prateleira digital, usando anúncios native e display para alcançar os consumidores quando eles estão procurando os produtos que elas oferecem. Sem a retail media, as marcas correm o risco de ficarem perdidas na segunda ou terceira página dos resultados da pesquisa.</p> <p>Além de aumentar a visibilidade do produto, a retail media permite que as marcas vinculem claramente os resultados de vendas às campanhas e oferece uma opção de publicidade que não depende de 3<sup>rd</sup> party cookies.</p> <p>As compras online só tendem a crescer — agora é o momento para as marcas se lançarem na retail media. O que você está esperando?</p> <p>Prepare-se para retail media. Saiba mais sobre a <a href="https://www.criteo.com/br/solutions/retail-media-platform/">Criteo Retail Media</a>.</p> </div> </article> </div> <style>.body-lc-regular-font{font-weight:400}.body-lc-medium-font,.programmatic-cs .pcs-casestudies .cs .cs-stat .cs-stat-description,.programmatic-cs .pcs-title{font-weight:500}.body-lc-semibold-font,.programmatic-cs .pcs-casestudies .cs .cs-stat .cs-stat-info{font-weight:600}.programmatic-cs{border:1px solid #d3d6e5;padding:72px 24px;margin-top:36px}@media (min-width:1200px){.programmatic-cs{padding:72px;margin-top:48px}}@media (min-width:1450px){.programmatic-cs{margin-top:64px}}.programmatic-cs .pcs-title{font-size:32px;margin-bottom:16px}@media (min-width:1450px){.programmatic-cs .pcs-title{font-size:36px}}.programmatic-cs .pcs-buttons{display:-ms-flexbox;display:flex;-ms-flex-pack:start;justify-content:flex-start;gap:24px}@media (max-width:1199.98px){.programmatic-cs 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mb-stack-12"><div class="button-tag-wrapper tax-criteo-solution"><a analytics-array="criteo-solution" analytics-name="retail media" class="button-tag criteo-solution--retail-media" href="https://www.criteo.com/br/tag/solution/retail-media/">Retail Media</a></div></section> </div> </div> </div> <div class="col-lg-3 offset-lg-1 sidebar-column"> <div id="blog-post-sidebar"> <style>.body-lc-regular-font{font-weight:400}.body-lc-medium-font{font-weight:500}.body-lc-semibold-font{font-weight:600}article.post-card a:focus{outline:none}article.post-card .image-wrapper{display:block;position:relative;height:0;padding-top:56.25%;background-repeat:no-repeat;background-size:cover;background-position:top;margin-bottom:20px}article.post-card .image-wrapper img{width:100%;height:100%;position:absolute;object-fit:cover;top:0;left:0}article.post-card .title{font-size:18px}</style><div class="sidebar-widget"> <section id="related-content" class="blog-id--5"> <div class="sidebar-widget-title">Leituras 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