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 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 influenced by digital advertising in the world. Here, 73% of consumers have already bought something influenced by digital personalities.
But how does it work? During the live streams, 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 purchase instantly.
For Victor Okuma, Country Manager of Indigitall, a company specialized in omnichannel communication, live commerce doesn’t just facilitate sales conversion. ‘Live streams create personalized experiences, promote transparency, and strengthen the emotional connection between brands and consumers. This engagement not only humanizes companies but also contributes to building solid and lasting relationships, something essential in an increasingly competitive market.’
Okuma also highlights that real-time interaction during live streams allows brands to better understand customer needs and quickly adapt their strategies. ‘This dynamic is an opportunity for companies to differentiate themselves by offering more than just a product: an experience that adds value, retains the audience, and enhances trust and credibility in the market.’
With online store revenue in Brazil projected to reach R$205 billion in 2024, according to the Brazilian Association of Electronic Commerce (ABCOMM), and an estimated 90 million online buyers, omnichannel strategies gain even more relevance. The model, which integrates physical stores, online platforms, and communication channels, is crucial for attracting audiences and boosting sales, including during e-commerce live streams.
Are you 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 opportunities for engagement and conversion:
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 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.
Bet on the right face: The success of the live stream starts with who’s on screen. Choose influencers who master the art of live interaction and selling. They need not only charisma but also a deep understanding of the products and an authentic connection with the audience. This closeness is essential to build trust and drive sales.
Be strategic with timing: Don’t compete directly with live streams from similar brands. Avoiding overlaps may be key to maximizing results. Know your audience’s behavior and choose times when they are most likely to participate. Additionally, be mindful of peak viewing periods, such as weekends or holidays.
Create anticipation: Use all your channels to warm up the audience before the live stream. Announce 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 matters. Make sure inventory is aligned and that post-sales offer speed and transparency. The customer experience doesn’t end with the purchase, and ensuring a swift and efficient delivery process is essential to retain consumers.
Invest in technology: Today, there are intuitive platforms and apps that allow you to create your own live commerce streams on customized 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 approach: The big secret to successful live commerce goes beyond the live stream itself. It involves attracting participants and integrating all aspects of the buying journey, including retention and completing purchases. It requires connecting physical and digital channels seamlessly, offering a continuous and uninterrupted shopping experience, making the process more convenient and personalized for the customer.
‘You’re in the live stream, interested in a product, click on the platform, and receive the order via WhatsApp—all automatically and instantly. There, you can also make your payment and track the delivery. This is the convenience of the customer service of the future,’ adds 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% finalizing their purchases digitally.
‘This demonstrates that it’s 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 in the brand experience. Offering this flexibility not only improves the experience but also increases the likelihood of conversions, retaining consumers over time,’ concludes Indigitall’s Country Manager.
