Boosting PicPay Marketplace Performance through an Affiliate Program

Problem Statement
The central aim of this project revolved around elevating the performance of the newly launched end-to-end marketplace on PicPay, which initially didn't meet the anticipated benchmarks. The second quarter witnessed a modest figure of 209 sales with a conversion rate below the desired level. Moreover, a noticeable number of users initiated their shopping journey but abandoned it midway, signaling a sub-optimal user experience.

Research
To ameliorate these issues, the team embarked on a detailed examination of competitors’ strategies, focusing on how Inter Bank leverages an Affiliate Program. This endeavor aimed to understand market dynamics and identify the root causes deterring users from completing their purchases. The analysis revealed a user desire for a more diverse array of brand options within the marketplace.

Proposed Solution
Armed with these insights, the team hypothesized that implementing an Affiliate Program could serve as a viable solution. Given its ease of understanding and minimal time required for adoption, it was deemed a straightforward proposition to communicate to users via emails and notifications.

Conclusion
The strategic incorporation of the Affiliate Program into PicPay's marketplace proved to be a linchpin in revamping the sales strategy. This initiative introduced a novel revenue generation avenue and propelled a significant 40% revenue upsurge within four months. The measures not only augmented revenue but likely improved the conversion rate by addressing initial issues deterring users from completing purchases. The simplicity of the Affiliate Program facilitated easy communication and engagement with users, fostering a better understanding and utilization of the marketplace.