Webinar: How Ads and Growth Strategies Can Help You Scale Your Sales in Marketplaces

Speakers

• Carol – Head of Marketplaces, nocnoc
• Cecilia – Account Manager, nocnoc
• Maria – Account Manager, nocnoc

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1. Introduction

Hello everyone, and thank you for joining us. My name is Karol, Head of Marketplaces at nocnoc. I’m responsible for sales and negotiations with marketplaces across Latin America. I’m joined today by Maria Lope and Cecilia from our Account Management team.

In this workshop, we will walk through how ads, discounts, and other growth strategies can help you scale your sales in Latin American marketplaces.

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2. Why Ads Matter in Marketplaces

Publishing your products on marketplaces is a great first step—but adopting additional strategies is essential to gain visibility and increase sales.

One of the most effective tactics is running ads campaigns within marketplaces. These ads provide greater product exposure and help your listings appear in higher positions on search pages when customers search for relevant keywords.

How Marketplace Ads Work

To create an ads campaign:

• Add SKUs to the campaign
• Set a daily budget
• Define a cost-per-click (CPC)

You are only charged when a customer clicks on your ad—impressions alone are not billed.

Key Factors for Quality Ads

To run effective ads:

• Ensure high-quality product listings: good images, clear titles, complete descriptions, and necessary attributes
• Set a realistic CPC based on the product’s competitiveness
• Monitor performance and conversions to identify pricing issues, unclear product information, or high click-without-purchase rates

Example:
If a chair cover is advertised with an image that looks like a full chair, customers might click expecting to buy a chair. When they realize it’s only a cover, they leave—generating clicks (cost) without conversions.

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3. When to Invest in Ads

The best time to invest in ads is when the product is first published, helping build initial visibility. However, you can also use ads effectively for:

• New product launches
• Strongly discounted items
• Seasonal products
• Top sellers you want to keep top-of-mind

Measuring Profitability

Profitability is evaluated using ROI (Return on Investment):
How much GMV a product generates vs. how much you invest in ads.

If ROI is low or negative, the strategy needs to be adjusted.

Case Study

A recent campaign brought:

• 38% growth in GMV
• 50% growth in orders

This shows how strong pricing and ads strategy can drive significant results.

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4. Discount Campaigns & Marketplace Exposure

Ads alone aren’t enough—competitive pricing is essential.

Marketplaces frequently launch commercial events and request discounted product lists in advance. Participating in these events is critical because they drive substantial traffic.

High-Impact Events

• Hot Sale (Mexico & Argentina)
• El Buen Fin (Mexico)
• Black Friday
• Other monthly marketplace campaigns

Sellers who provide strong discounts can often negotiate:

• Additional marketplace discounts
• Marketplace-funded coupons

This increases exposure and competitiveness.

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5. Display Opportunities in Marketplaces

Marketplaces offer multiple high-visibility placements:

Home Page Banners

For events such as:

• Children’s Day
• Black Friday
• El Buen Fin

Exclusive Campaign Banners

Example:
A major Brazilian marketplace (MeLi) runs an “Imported Products” banner on the 11th of every month, driving up to 500% sales growth during that day.

Category Banners

Sections such as:

• Beauty
• Electronics
• Supplements & Vitamins

International Products Landing Pages

Showcases imported items to customers specifically searching for international sellers.

Lightning Deals & Deals of the Day

High-impact placements lasting 24–72 hours.
To be featured, products must:

• Offer aggressive discounts
• Have the best price in the market
• Maintain strong relevance and demand

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6. Account Management: Turning Opportunities Into Seller Growth

After the marketplace team identifies opportunities, the Account Management team works with sellers to translate those opportunities into sales.

A. Pricing Competitiveness & the Buy Box

Pricing is essential for conversion. We analyze:

1. Internal competition across nocnoc sellers for the same item (Buy Box)
2. Competitiveness vs. marketplace prices, ensuring the seller’s offer is the best available

Tools show sellers:

• Items that are out of stock
• Items with pricing opportunities
• Items with the lowest internal offer

Being the lowest-priced offer in the marketplace improves visibility and conversions.

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7. Seller Discount Campaigns

The Seller Center includes a tool called Seller Campaigns, where discounts can be applied directly to selected items.

We use these campaigns for:

• Rotating inventory
• Moving overstock
• Supporting clearance or promotional periods
• Boosting sales during major marketplace events

Sometimes, for highly competitive campaigns, we ask sellers for deeper discounts to secure marketplace exposure.

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8. Expansion & Inventory Management (Maria’s Section)

A. Expansion Opportunities

Marketplaces share trends, demand signals, and wish lists—for example:

• Korean skincare
• Products tied to new movie releases

We check if these products exist in our active catalog and promote them immediately.
If not, we share requests with sellers to source them as quickly as possible.

B. Inventory Monitoring

We track stock levels and notify sellers when restocking is needed.

Why it matters:

• When a product runs out of stock, the SKU is paused
• The product loses all visibility and exposure
• Some marketplaces require minimum stock levels for campaigns

Running out of stock impacts both current sales and long-term growth.

C. Improving Product Listings

We ensure listings have:

• Clear titles
• Accurate descriptions
• Correct attributes

This reduces customer confusion and increases conversions.

D. Competing With Local Sellers

To help sellers stand out, we use:

• Ads
• Discounts
• Strategic placements
• Marketplace tools shared earlier

We work closely with the marketplace team to give international sellers equal visibility and competitiveness.

9. Case Study: Chachi Toys – Exclusive Product Strategy

The first example is Chachi Toys, a seller specializing in custom-designed interactive toys.
We proposed developing an exclusive product for nocnoc, with the initial design created by the seller.

What We Did

• Added nocnoc-exclusive labeling to the product listings
• Generated AI-enhanced videos to improve listing quality on marketplaces such as Mercado Libre
• Included nocnoc branding directly in the product information
• Highlighted the exclusivity on the collectible card included with the item

This collaboration led to a strong performance from day one and opened the door to developing additional toys tailored for Latin American consumers—for example, Capivara-themed toys, which are highly searched in Brazil and other countries.

This was a powerful foundation for continued growth with the seller.

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10. Case Study: Lattafa – Explosive Growth in Fragrances

Another major success story is Lattafa, which we began selling in January 2024.
Since launch, we have seen a tremendous increase in sales, as shown by the data presented during the webinar.

Key Highlights

• Lattafa Assad became a top seller for many consecutive months
• Its success helped boost visibility and sales of additional Latafa fragrances
• Growth extended across the wider Arabic perfume category, with brands such as:
  • Afnan
  • Armaf
  • Maison Alhambra

These brands are following the same upward trajectory across Latin American markets, becoming strong performers in multiple countries.