Watch 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 MARCO agency 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, showcasing 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. “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 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 a product: an experience that adds value, builds customer loyalty, and enhances the perception of trust and credibility in the market.”
With the projected revenue of virtual stores in Brazil reaching R$ 205 billion in 2024, according to the Brazilian E-Commerce Association (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 live streams.
If you are interested in entering the world of live commerce to further boost your results, but now wonder: where to start?
Indigitall shares valuable tips to turn your live streams into engagement and conversion opportunities:
Listen to your audience: Find out what your audience wants to see in the live stream. Desired products? Irresistible promotions? When the audience feels part of the process, engagement skyrockets. Interacting 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 live stream starts with who is on the screen. Choose influencers who excel at interacting and selling live. They need to not only have charisma but also understand the products and connect with the audience authentically. This closeness is essential to build trust and drive sales.
Be strategic with the timing: Do not directly compete with similar brand live streams. Avoiding overlaps can be the key to maximizing results. Understand your audience’s behavior and choose times when they are more likely to participate. Additionally, 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 stream. Promote schedules, promotions, and who will be presenting. This keeps the audience interested and ready to buy. Anticipation can be a powerful ally, creating curiosity and increasing participation rates.
Ensure a flawless experience: From technical support to logistics, every detail matters. Make sure the stock is aligned and that post-sales offer agility and transparency. The customer’s experience doesn’t end with the purchase, and ensuring a fast and efficient delivery process is essential for customer loyalty.
Invest in technology: Today, there are intuitive platforms and applications that allow you to create your own live commerce, in personalized domains. These tools facilitate the integration of features such as 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 goes beyond the live stream. It ranges 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 and uninterrupted shopping experience, 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,” Victor Okuma concludes.
The research on ‘Omnichannel and Unified Commerce,’ by Wake and Opinion Box, confirms this trend: 78.9% of consumers move between physical and digital channels in their shopping journeys, with 56.6% ending in 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 consistency and quality of brand experience. Offering this flexibility to the customer not only enhances the experience but also increases the likelihood of conversions, fostering customer loyalty over time,’ concludes the Country Manager of Indigitall.
