Watching a live stream where the host demonstrates products, answers your questions in real-time, and with a simple click, you can purchase the product without leaving your home. This experience, known as live commerce, is revolutionizing e-commerce by combining interaction with convenience.
A study conducted by the agency MARCO in 14 countries reveals that Brazilians are among the most impacted by digital advertising in the world. Here, 73% of consumers have already bought something influenced by digital personalities
But how does this work? During the lives, brands and influencers create a direct connection with the audience, presenting products, clarifying doubts in real-time, and offering exclusive promotions, all while the consumer has the opportunity to buy instantly.
For Victor Okuma, Country Manager of Indigitall, a company specializing in omnichannel communication, live commerce not only facilitates sales conversion. “The lives create personalized experiences, promote transparency, and strengthen the emotional connection between brands and consumers. This engagement not only humanizes companies but also contributes to the building of solid and lasting relationships, something essential in an increasingly competitive market.”
Okuma also highlights that real-time interaction during lives allows brands to better understand customer needs and adapt their strategies quickly. “This dynamic is an opportunity for companies to differentiate themselves, offering more than a product: an experience that adds value, builds audience loyalty, and enhances the perception of trust and credibility in the market.”
With the revenue of online stores in Brazil projected to reach R$ 205 billion in 2024, according to the Brazilian Electronic Commerce Association (ABCOMM) and an estimated number of 90 million virtual buyers, omnichannel strategies become even more relevant. The model, which integrates physical stores, virtual stores, and communication channels, is essential to attract the public and boost sales, even during e-commerce lives.
If you are interested in entering the world of live commerce and further boosting your results, but now wonder: where to start?
Indigitall shares valuable tips to turn your lives into engagement and conversion opportunities:
Listen to your audience: Discover what your audience wants to see in the live. Desired products? Unmissable promotions? When the audience feels part of the building, engagement skyrockets. Interacting with your audience, whether through polls, comments, or feedback, can guide your decisions and create a more personalized and engaging experience.
Invest in the right face: The success of the live starts with who is on the screen. Choose influencers who master the art of interacting and selling live. They need not only to have charisma but also to understand the products and connect with the audience authentically. This closeness is essential to build trust and stimulate sales.
Be strategic with the timing: Do not directly compete with live streams of similar brands. Avoiding overlaps could be the key to maximizing results. Know your audience’s behavior and choose times when they are more likely to participate. Also, be aware of peak viewing periods, such as weekends or holidays.
Create anticipation: Use all your channels to warm up the audience before the live. Promote schedules, promotions, and who will be presenting. This keeps the audience interested and ready to buy. Anticipation can be a powerful ally, generating curiosity and increasing participation rates.
Ensure a flawless experience: From technical support to logistics, every detail counts. Make sure your stock is aligned and that post-sales offers agility and transparency. The customer experience does not end with the purchase, and ensuring a fast and efficient delivery process is essential to retain consumers.
Invest in technology: Today, there are intuitive platforms and applications that allow you to create your own live commerce, on customized domains. These tools facilitate the integration of resources such as live chat, instant payments, and real-time tracking, making the experience more seamless for both the consumer and the seller.
Omnichannel: The great secret to the success of a live commerce goes beyond the live broadcast. It involves everything from attracting participants to integrating all aspects of the buying journey, including retention and completion of purchases. It involves connecting physical and digital channels in an integrated way, offering a continuous shopping experience without interruptions, making the process more convenient and personalized for the customer.
“You are in the live stream, interested in a product, click on the platform, and receive the order on WhatsApp, all automatically and instantaneously. There, you can also make your payment and track the delivery. This is the convenience of future service,” says Victor Okuma.
The research study ‘Omnichannel and Unified Commerce’ by Wake and Opinion Box confirms this trend: 78.9% of consumers transition between physical and digital channels in their shopping journeys, with 56.6% completing them digitally.
“This shows that it is essential to create a smooth and integrated shopping journey, allowing the consumer to choose the channel that suits them best, without losing consistency and the quality of the brand experience. Offering this flexibility to customers not only enhances the experience but also increases the likelihood of conversions, building consumer loyalty over time,” concludes Indigitall’s Country Manager.
