Marketplaces and E-commerce: the complete community guide
Rafael Mendes · 2026-10-07
Table of contents
1. mercado livre: full, reputation, and internal ads
- AMAZON EUROPE: FBA, TRADEMARK REGISTRATION, AND WHAT CHANGES BY COUNTRY
3. Shopee: low aov, coupons, and livestreams
4. ranking listings: title, photos, and content
5. reviews: how to get real reviews
6. external traffic to marketplaces
7. your own store vs. marketplace: margins and control
8. final checklist for marketplace sales
1. mercado livre: full, reputation, and internal ads
- Full: Mercado Livre's Full program offers integrated logistics. It costs approximately 15% of the product price, but guarantees fast delivery and improves seller reputation.
- Reputation: Reputation is crucial. Improve it with good customer service and logistics practices. A seller with an “Excellent” reputation can see sales increase by up to 30%.
- Internal ads: Invest in internal ads. Run A/B tests to find out which ads generate the most clicks and conversions during the first 60 days.
Common mistakes:
- Not monitoring your reputation regularly, which can lead to a drop in sales.
- Ignoring sponsored ads.
2. AMAZON EUROPE: FBA, TRADEMARK REGISTRATION, AND WHAT CHANGES BY COUNTRY
- FBA (Fulfillment by Amazon): FBA costs range from 3 to 5 euros per unit, depending on size and weight. It's ideal for increasing visibility and trust.
- Trademark registration: Register your brand to access the Brand Registry program. This helps protect your brand and gives you access to exclusive marketing tools.
- Differences by country: Be aware of each country's policy differences. For example, in Germany, returns are mandatory within 30 days, while in France, it's 14 days.
Common mistakes:
- Not accounting for import and logistics fees.
- Ignoring the need for local documentation.
3. Shopee: low aov, coupons, and livestreams
- Low AOV: Shopee is ideal for low-ticket products (R$10 to R$50). This drives a high volume of sales, but margins may be lower.
- Coupons: Use discount coupons to increase your conversion rate. Coupons from 10% to 20% can increase sales by up to 50% during seasonal events.
- Livestreams: Livestreams are an effective way to engage your audience. Sellers who use livestreams can see sales increase by up to 40% during the broadcast.
Common mistakes:
- Not adapting your marketing strategy to Shopee's audience.
- Ignoring the importance of visual content.
4. ranking listings: title, photos, and content
- Title: Use relevant keywords. An optimized title can increase traffic by up to 25%.
- Photos: Invest in high-quality photos. Products with great images are 80% more likely to be purchased.
- Content: Create infographics and videos that explain how to use the product. Answering frequently asked questions also improves the customer experience and conversion rate.
Common mistakes:
- Poorly written listings or listings with incomplete information.
- Not using high-resolution images.
5. reviews: how to get real reviews
- Strategies: After a sale, send an email asking for feedback. Offer a small discount on the next purchase as an incentive.
- Quantity: Try to get at least 30 real reviews in the first 90 days. This can boost your product's credibility.
- Rules: Never buy reviews. This can lead to severe penalties.
Common mistakes:
- Not following the policies for requesting reviews.
- Ignoring post-purchase follow-up.
6. external traffic to marketplaces
- When to invest: Send traffic from Meta and TikTok to your listings once you have good reviews and inventory available.
- Cost: Cost per click can range from R$0,50 to R$2,00. Run tests to find the best conversion rate.
- Returns: A good return on investment (ROI) can be as high as 300% if your campaigns are well optimized.
Common mistakes:
- Not targeting the right audience.
- Ignoring performance metrics.
7. your own store vs. marketplace: margins and control
- Margins: On marketplaces, margins can range from 15% to 30%, while your own store can have margins of 50% or more.
- Control: Marketplaces give you less control over the customer experience. Your own store allows for full customization.
- Hybrid strategy: Combine both strategies. Use marketplaces to build visibility and direct customers to your own store.
Common mistakes:
- Not understanding the cost differences between channels.
- Ignoring the importance of a branding strategy.
Final checklist for marketplace sales
- Define your target audience.
- Choose the right marketplace.
- Optimize listings with a title, photos, and content.
- Implement pricing and promo strategies.
- Create a plan to get real reviews.
- Monitor your reputation consistently.
- Test internal and external ads.
- Analyze sales data and adjust your strategies.
- Plan inventory management to avoid stockouts.
- Consider creating your own store.
Which marketplace did you choose to start selling on, and why?