The Challenge

Magalu had long been looking to evolve its Retail Media operation with a more robust platform—one capable of providing the scale and agility needed to sustain growth. The decision to move forward with Topsort was made in September 2024 and, coincidentally, came just before Black Friday. This timing raised the stakes, making it essential for implementation to be completed in record time.

From the beginning, the goal was clear: to combine Magalu’s deep market knowledge and established infrastructure with Topsort’s technology and expertise, ensuring not only a safe transition but also a more mature and future-ready operation.

‍

The Solution

Topsort was chosen not only as a technology provider but as a strategic partner, working side by side with Magalu to build a new chapter for its digital advertising business. The two teams collaborated closely on documentation, technical integration, and operational processes—always focusing on efficiency and risk mitigation.

With this co-construction model, over 3,000 advertisers were migrated to the new platform in just one month, ensuring that everything was ready and tested weeks before Black Friday.

The impact was immediate: beyond maintaining advertiser performance during the high-demand period, Magalu Ads recorded triple-digit revenue growth compared to the previous year—an outcome that directly reflected the combination of Magalu’s infrastructure and know-how with Topsort’s technology and experience.

“Since the end of last year, we’ve been working in partnership with Topsort, and the results have been extremely positive. After a strong Q4, we’ve continued to see the partnership grow throughout the year, with advertisers highlighting the platform’s ease of use, agility, and tangible sales results.”

Célia Goldstein, General Manager, Magalu Ads

‍

Success Story: Furniture Brand During Black Friday 2024

During Black Friday 2024, a furniture brand with an average GMV of BRL 20 million (Jan–Nov/24) used Sponsored Products on the new Magalu Ads platform and achieved remarkable results.

With a media investment of BRL 334,000, the brand generated BRL 2.2 million in revenue. Compared to Black Friday 2023, the impact was impressive: +530% in clicks, +1,293% in impressions, and +156% in revenue.

Moreover, in November alone, the brand’s revenue was 42% higher than its January–November 2024 average. These results highlight how the combination of technology, intelligence, and strategic execution can significantly boost sales during major retail events.

‍

Success Story: Google Ads and Magalu Ads Integration

One of the most significant milestones in the Magalu Ads and Topsort partnership was the direct integration with Google Ads, launched for all sellers in May 2025. This initiative greatly expanded campaign reach: beyond the Magalu ecosystem, Sponsored Ads began appearing on key Google channels, increasing visibility and conversion opportunities for sellers.

This launch also marked a market-first: it is the only Retail Media partnership with Google in Latin America. Both Magalu and Topsort were selected to pioneer this model, underscoring the innovation and strategic relevance of their collaboration.

This achievement was made possible by Topsort’s technology and expertise, which enabled end-to-end integration—from algorithm adaptation to campaign operation. The results were immediate: 950 sellers onboarded, over 500 campaigns created, 160,000 daily impressions, an average CTR of 2%, and a ROAS of 6.7x.

More than extending ads beyond the superapp, this integration represents the consolidation of a co-construction model between the companies—combining first-party data, advanced technology, and agile execution to deliver a Retail Media ecosystem that is increasingly robust and innovative.