Watching a live broadcast where the host showcases 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 establish 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 specialized 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 emphasizes that real-time interaction during the lives allows brands to better understand the needs of customers and adapt their strategies quickly. “This dynamic is an opportunity for companies to differentiate themselves, offering more than just a product: an experience that adds value, fosters customer loyalty, and enhances the perception of trust and credibility in the market.”
With the projected revenue of e-commerce stores in Brazil expected to reach R$ 205 billion in 2024, according to the Brazilian Association of Electronic Commerce (ABCOMM) and an estimated number of 90 million virtual shoppers, omnichannel strategies gain even more relevance. The model, which integrates physical stores, virtual stores, and communication channels, is essential to attract the public and boost sales, even during e-commerce livestreams.
If you are interested in entering the world of livestream commerce and boosting your results even further, but now wondering: where to start?
Indigitall shares valuable tips to turn your lives into engagement and conversion opportunities:
Listen to your audience: Find out what your audience wants to see in the live stream. Desired products? Unmissable promotions? When the audience feels part of the construction, engagement skyrockets. Engaging with your audience, whether through polls, comments, or feedback, can guide your decisions and create a more personalized and engaging experience.
Choose the right face: The success of the livestream begins with who is on the screen. Choose influencers who excel at interacting and selling live. They need not only charisma but also understand the products and connect with the audience authentically. This closeness is essential to build trust and stimulate sales.
Be strategic with timing: Do not directly compete with livestreams from similar brands. Avoiding overlaps can be the key to maximize results. Know your audience’s behavior and choose times when they are more likely to participate. Also, pay attention to peak viewing periods, such as weekends or holidays.
Create anticipation: Use all your channels to warm up the audience before the live event. Share 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 inventory 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 broadcasts on custom domains. These tools facilitate the integration of features like live chat, instant payments, and real-time tracking, making the experience smoother for both the consumer and the seller.
Omnichannel: The key to the success of a live commerce event goes beyond the live broadcast. It starts from attracting participants to integrating all aspects of the purchasing journey, including retention and completion of purchases. It involves connecting physical and digital channels in an integrated way, offering a seamless and uninterrupted purchasing experience, making the process more convenient and personalized for the customer.
“You are watching the live event, you are interested in a product, you click on the platform and receive the order on WhatsApp, all automatically and instantly. There, you can also make your payment and track the delivery. This is the convenience of future customer service”, concludes Victor Okuma.
The research “Omnichannel and Unified Commerce”, by Wake and Opinion Box, confirms this trend: 78.9% of consumers switch between physical and digital channels in their shopping journeys, with 56.6% ending in the digital.
“This demonstrates that it is essential to create a smooth and integrated shopping journey that allows the consumer to choose the channel that suits them best, without losing the consistency and quality of the brand experience. Offering this flexibility to the customer not only enhances the experience but also increases the likelihood of conversions, building customer loyalty over time,” concludes the Country Manager at Indigitall.
