Magalu () is accelerating the entry of big brands into its marketplace: Tramontina, Westwing and Lacoste are some recent examples to arrive on the sales platform. The strategy is to expand the offer in categories complementary to those most sought after on the retailer’s digital platform.
This new approach resulted in a change in the way Magalu treats its marketplace, internally called “brandplace”. Behind the decision is the perception that the retailer is already treated by consumers and suppliers as a place to sell with a high degree of trust.
“The customer, when changing a refrigerator, buying a new iPhone or furnishing their home, has historically trusted Magazine Luiza. This has made us develop a great relationship with brands”, says the company’s marketplace director, Ricardo Garrido.
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Cell phones, household appliances, furniture and electronics in general are some of the most searched for product groups on the Magalu website. The idea is to expand the number of traditional brands in categories related to home products, such as housewares, supermarkets, beauty and supplements.
“In general, we have seen a major acceleration in competition for the lowest tickets in the last 12 months, especially with a lot of free shipping. We don’t want to get into that fight”, says Garrido. “We don’t want to get into the strategy of growing in
volume at any price. We are more focused on growing in quality.”
In the fourth quarter of 2025, Magalu recorded an 11.7% drop in sales via the marketplace, a result attributed precisely to strong competition in lower-cost products. “In the larger categories and big brands, we maintained our competitive position”, points out Garrido.
Marketplaces in the competition for partners
To attract the most powerful partners, Magalu spent part of the last year dedicated to improving the user experience of its website, as well as facilitating the integration of sellers’ systems into its marketplace. “One of the seller’s main expectations is to have little operational work when entering a new marketplace”, points out Garrido.
Another expectation of new sellers when joining the platform is the offer of sales incentives, such as promotional dates. Magalu reduced, for example, the commission for partners from 18% to 9.9%, in addition to giving coupons for the first sales of new partners on its marketplace.
“If the partner is not well served, with commission, logistics, operations, they are left with a mix gap”, says ESPM professor, Alexandre Marquesi. The greater mix of products, that is, the variety of the catalogue, is what influences margin gains for retailers.
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This is why attracting an increasing number of third-party sellers to marketplaces: a greater number of products increases buyer traffic to websites.
The scenario is even more relevant as the relevance of e-commerce for retailers in general grows. A Nielsen survey shows that, in 2024, this was the channel with the highest growth in Brazilian retail, with a 19.1% increase in revenue, to R$371.4 billion.
At Magalu, e-commerce already represents 69% of the company’s revenue of R$65 billion in 2025. The value includes direct sales and sales via the marketplace, which currently corresponds to 39% of online sales.
