Brás, one of Brazil’s largest textile hubs, moves between 150,000 and 200,000 people daily, generating an annual revenue of R$26 billion, according to data from the São Paulo City Hall’s Secretariat of Economic Development and Labor. Known for its intense commerce that operates practically 24 hours a day, the neighborhood attracts buyers from all regions of the country, consolidating itself as one of the main shopping destinations in the capital of São Paulo.
Digital positioning is no longer a differentiator—it’s a necessity to grow and remain competitive. In recent years, the Shopping Circuit, considered the largest Popular Shopping Mall in Latin America, has been using its social media intelligently, combining brand management, partnerships with influencers, and engagement actions with retailers to expand its digital presence and, consequently, sales volume. The place has been boosted by a force beyond the streets and shops: social media. These tools have become highly strategic and powerful, not just as digital showcases but as direct channels for connecting with the public and driving sales conversions.
Local influencers and retailers who invest in creative and targeted content have been standing out in the market. According to Visa, a company specialized in payment solutions, one of the main bets for the coming years is social commerce—a shopping model conducted directly through social media. In 2023, about 10% of all online purchases already occurred on these channels, and the projection is that by 2025, this number will reach 20%, driven mainly by the growing participation of Generation Z in the consumer market.
“Many retailers still see Instagram and TikTok merely as promotional channels when, in reality, these platforms have become real sales and customer relationship tools. Today, it’s possible to showcase products, test different content formats, answer questions in real time, and even complete sales directly through the apps. At the Shopping Circuit, we aim to show that a digital presence can—and should—be part of the commercial routine, especially for small entrepreneurs.
We encourage each retailer to find their own voice, connect with their audience, share day-to-day store life, and use social media as an extension of their physical storefront. It’s an accessible and strategic way to broaden reach and create new business opportunities.” — highlights André Seibel, CEO of the Shopping Circuit.
With this in mind, the executive highlights 4 key strategies that can help retailers boost their digital sales. See below:
1. Live Commerce
Live commerce is seen as one of the most impactful strategies for digital retail. The format combines live broadcasts with instant purchases, showcasing products in real time. Platforms like Shoppe, Amazon, and even the newly talked-about TikTok Shop, are being used to introduce new products and convert sales. Influencer and entrepreneur Bianca Andrade, better known as “Boca Rosa,” embraced this popular strategy with her makeup brand, earning R$5 million in four hours. The first million was reached in just 10 minutes, but this strategy isn’t limited to people with large followings—the method she uses to strategically leverage the platform can be a way to help new retailers with sales. It’s like turning the store into a live stream, humanizing the process and creating stronger connections with customers, while offering exclusive deals that make users more inclined to purchase.
2. TikTok and TikTok Shop
TikTok is no longer just for dance videos—the platform with short, interactive videos is growing rapidly, capturing everyone’s attention. Small, medium, and large retailers can use this powerful tool for sales. Showing behind-the-scenes content, trends, incorporating viral videos into their niche, and creating exclusive, interactive content with the platform’s audience can organically expand reach. This way, users no longer need to leave the app to make a purchase, making it more practical and impulsive. Additionally, Affiliate Marketing is directly linked to this new feature, where influencers sell products and earn a percentage, further amplifying reach.
3. Niche Influencers
Influencers are widely used to amplify brand visibility and often serve as strategic bridges that speak directly to a business’s target audience, regardless of the sector. Finding people who resonate with your audience can be the key to unlocking sales. Retailers can thus reach more segmented customers and increase business profits.
4. Social Media
Finally, we bring social media as a whole. Today, they are considered a famous online catalog where authenticity and positioning are fundamental. Platforms like Facebook and Instagram offer features such as link posts in stories that direct to websites, as well as short videos—similar to the neighboring platform—bringing the opportunity to showcase new releases and desirable products. Today, it’s no longer enough just to sell; creating a real connection with customer values, emotions, and engagement is essential for building loyalty and fostering communities that promote belonging, whether in-person or online. Today’s content can’t just be about the product—it has to be tied to your audience, culture, and aesthetic.
