Live commerce was already gaining space in Brazilian marketplaces and now jumped with the launch of TikTok Shop in Brazil. Many e-commerce integrators, retailers, brands, and sellers are eyeing the sales growth through the social network. It is expected that TikTok Shop will generate around R$39 billion by 2028, an impressive number that shows the strength that live sales will have with the help of social media, in addition to the movement they make to also take on a role as marketplaces.

One of the most well-known features of TikTok is the creators’ ability to quickly viralize content. And it’s no different with live streams, which maintain a highly relevant and profitable space on the platform. Many of the trends around live commerce this year can serve as a guide for all marketplaces and sellers looking to leverage tools and strategies to sell more with this movement. 

Here are seven trends that I understand as crucial and that can boost your live commerce sales:

People want to see authentic content

Social media has changed the way we consume content, and those elaborated studio productions have lost space to the authenticity of everyday life. According to the iStock VisualGPS survey, 98% of consumers believe that the use of ‘authentic’ images and videos is essential to build trust, a sentiment that has deepened with the explosion of Generative AI. Consumers increasingly value the transparency and genuineness of content creators.

When live commerce creators showcase their products in real scenarios, sharing personal routines and experiences, they create powerful attention hooks based on authenticity. Consumers want to see and hear real people using the products, sharing honest opinions with followers.

Niche content creates connection

Generic content rarely engages and excites consumers. People want to establish connections with brands and creators who understand their needs and desires. A live stream about ‘gardening tips for small apartments’ or ‘quick vegan recipes’ engages an audience that seeks the opinion of those who understand.

A good example of this is Luccas Neto, a creator for the children’s audience who has adopted the look and behavior of his audience and addresses the topics they want to hear about, which helps to achieve great results in sales during the live streams he hosts, which include the promotion of apps, movies, and even his own books.

Gamification enhances interaction quality

In the attention economy, capturing and keeping the audience’s interest is a constant challenge. Platforms like TikTok already incorporate a variety of interactive features natively to boost engagement during live streams. Tools like polls, gift sending, challenges among creators, question boxes, and special codes in the live stream.

Who remembers the recent trend of NPC (Non-Playable Character) live streams on TikTok? Content creators acted as video game characters, responding to viewer commands to receive virtual rewards, later exchanged for money. This kind of game-like interaction keeps audiences interested and helps engage when selling products.

Develop strategic partnerships with content creators

Partnering with influencers and content creators aligned with your brand and target audience continues to be a powerful conversion strategy. The authenticity and specialization of these influencers with their audience expands the reach of the brand itself and reaches a highly interested audience with a propensity for affinity bias.

Beauty brands, for example, often collaborate with micro-influencers who create beauty product tutorials and reviews. The audience trusts the expertise of these creators and is more inclined to try the recommended products. O Boticário is one of the brands that invest in this strategy and has already invited celebrities like Preta Gil to host live sessions with special offers.

The amplified power of community building

Live commerce goes beyond a simple commercial transaction. Encouraging interaction through live Q&A sessions, creating exclusive groups for live participants (on other platforms like WhatsApp), and promoting polls and challenges with hashtags on TikTok strengthens the sense of belonging and fosters audience loyalty.

Influencer Virgínia Fonseca exemplifies this by encouraging joining groups for tips, announcements, and special promotions on messaging apps. In her live sessions, she sold millions worth of beauty products from her own brand, blending her personal routine with product demonstrations. Besides real-time interaction, she also announces flash sales, special codes for followers, and more, reinforcing the sense of belonging and exclusivity. The opportunity to receive this firsthand and be part of the most ‘intimate’ circles contributed to the amplification of these sales.

Data analysis and continuous optimization

Success in live commerce is not a one-time event, but a continuous learning process. It is crucial to closely monitor the performance metrics of live streams, such as the number of people participating, engagement rate (likes, comments, shares), clicks on purchase links, and most importantly, the sales generated.

The analysis of this data reveals points such as which types of products generate more interest, which live formats are more effective, and which broadcast times attract more audience. Based on this information, you can optimize your future broadcasts, refine your product selection, and adjust your strategies. Therefore, it is also recommended to work with all integrated ecommerce tools and features to have a holistic view of all data. 

Seamless and barrier-free buying journeys

Good experiences sell. And these experiences depend on a frictionless, barrier-free journey for customers. Live commerce gains popularity by focusing on delivering more integrated and easier experiences. The ability to add products to the cart and complete the purchase directly during the stream, without leaving the live environment, is crucial to optimize conversion. Brands that effectively use TikTok Shop focus on presenting products clearly, with direct links and concise descriptions during the live stream. 

This experience is complemented by the integration of stock and product delivery logistics, customer service management, accounting, success metrics, and all the automation of this workflow. Removing any friction in the purchasing process, whether from the seller or the customer, is essential to turn engagement into sales.

By embracing these trends, analyzing the results obtained, and continuously optimizing the operation, your store will not only increase the chances of going viral but also build a base of engaged and loyal customers with your live commerce strategies. And of course, having an integration partner with thousands of services and marketplaces to support the entire operation is essential to operate with any ecommerce or live commerce channel, such as TikTok Shop.