Portugal's top electronics and entertainment retailer boosts seller adoption and monetization by leveraging Mirakl Ads for third-party sellers.
About Worten
Worten is Portugal's foremost electronics and entertainment retailer, a prominent player in the European market.
With 180 million annual sessions and over 3,000 sellers on its Portugal site, Worten is committed to strengthening its digital consumer offering and enhancing profitability through innovative strategies.
No. 1
Largest electronics and entertainment retailer in Portugal
3K+
Total 1P & 3P marketplace sellers
180M
Sales per marketplace
The challenge: Unlocking third-party retail media potential
As a leader in its sector, Worten recognized the significant, yet underexploited, opportunity within its retail media initiatives: the full monetization of its third-party (3P) seller advertising inventory.
While first-party (1P) brands often command larger advertising budgets, 3P sellers are more numerous and offer a broader product assortment. Plus, they tend to invest a bigger percentage of their GMV in retail media because they can't rely as much on their brand awareness to generate sales, as bigger brands are able to.
Worten sought to tap into this vast potential to fill niche categories and reduce seasonal dependency through always-on strategies — as 3P sellers tend to advertise year round, unlike 1P brands that tend to only target busy peak seasons.
Why Worten chose Mirakl as a strategic partner for growth
To address this challenge and unlock the full potential of 3P advertising, Worten strategically partnered with Mirakl Ads.
This collaboration allowed Worten to implement a robust waterfall system: While their existing solution continued to serve 1P campaigns, Mirakl Ads seamlessly filled the remaining inventory with high-performing 3P sponsored products.
This strategically allows Worten to meet advertisers where they are:
- 1P advertisers, who are already used to Criteo's solution can continue to leverage it.
- 3P sellers, who already use the Mirakl platform, become advertisers on day one and easily onboard to Mirakl Ads self-service platform. They require no new access and can easily use the Mirakl Ads platform via a new tab in their existing Mirakl backoffice.
Mirakl Ads offered Worten a comprehensive solution designed for agility and performance, including:
- Intuitive campaign creation: Sellers can launch sponsored product campaigns with AI-powered automated options and advanced controls like product-level bidding, catering to all levels of expertise.
- Seamless financial operations: Advertising costs are automatically deducted from the seller's existing Marketplace balance, eliminating upfront payments, simplifying accounting and streamlining financial operations.
- Yield management tools: Retailers have full flexibility on their inventory. They can create and edit ad placements as well as managing floor prices per category, in real time, in self-service.
- AI-powered optimization: Mirakl Ads uses AI (including image recognition, vector search and MAB technology) to boost ad relevance and campaign performance via continuous testing. Our advanced algorithm drive higher fill rates and CTR than competition unlocking stronger monetization.
"Monetizing our digital real estate was essential for profitability, but also for seller satisfaction. With 180 million annual sessions and over 3,000 sellers on Worten Portugal's site, retail media also empowers sellers struggling to generate initial traction. After implementing Mirakl Ads, we saw a 40 percentage point boost in sellers' ability to drive sales. It's a win-win-win: sellers gain visibility, Worten improves profitability and shoppers enjoy a more relevant experience." — Marta Sousa, Digital Business Director, Worten
The results: Accelerated seller adoption and revenue
Within just two months of implementing Mirakl Ads, Worten achieved remarkable growth and efficiency, demonstrating the power of a tailored retail media strategy.
Seller adoption soared:
Worten experience a 130% jump in seller advertising adoption and saw 100% growth in the use of self-service. In total, 64% of advertisers were Tier 1 accounts, underlining strong engagement from key partners.
Monetization revenue accelerated:
Average seller monetization revenue increased by 267% compared to the Q1 legacy solution. Daily monetization revenue surpassed the legacy average in just three weeks, and overall revenue multiplied by 3.7X within two months, compared to the Q1 weekly average. By six months, that multiplier increased to 10X.
Enhanced seller performance:
Mirakl Ads contributed to a 40 percentage point increase in sellers' ability to generate sales, directly impacting their success on the platform.
Improved ad effectiveness:
The platform delivered a 0.7% average click-through rate (CTR) and an impressive 8.93 average return on ad spend (ROAS), highlighting the relevance and effectiveness of the sponsored products.
+130%
Seller adoption in < 2 months
+267%
Seller monetization revenue in < 2 months
0.7%
Click-through rate
8.93
Avg. Return on Ad Spend
By embracing Mirakl Ads, Worten not only unlocked a critical monetization opportunity but also reinforced its position as an innovative leader committed to the success of its diverse seller ecosystem and the satisfaction of its customers.
To learn how Mirakl Ads can help you increase seller adoption, activate your long-tail 3P sellers and accelerate growth, contact us today.
