Havaianas prepares for Social Commerce and awaits the arrival of TikTok Shop in Brazil

Havaianas, the Brazilian brand globally recognized for its rubber flip-flops, is gearing up to embrace the Social Commerce trend and eagerly anticipates the arrival of TikTok Shop in Brazil. The company believes this new e-commerce modality, allowing direct product purchases through social media, will be a significant sales channel in the future.

According to Fernanda Romano, Chief Marketing Officer of Alpargatas, the company owning the Havaianas brand, the company is already structuring itself to maximize the opportunities that Social Commerce will provide. "We are preparing for this new retail moment, where social media becomes a sales point as well. Havaianas has always been a brand deeply integrated into people's daily lives, and we want to be even closer to our consumers, offering a more convenient and integrated shopping experience within the digital environment they are already accustomed to," says Romano.

The executive reveals that Havaianas has already been testing some social commerce initiatives in other countries, such as partnering with the Chinese platform WeChat, and the results have been positive. Now, the company awaits the arrival of TikTok Shop, a marketplace integrated into the popular short-video social network, already operational in some Asian countries and expected to launch soon in Brazil.

TikTok Shop will allow users to buy products directly within the app, without needing to leave the social media platform. This new feature is expected to further boost online sales and attract brands from various sectors. For Havaianas, already boasting a strong social media presence with millions of followers on its own and influencer accounts, TikTok Shop represents an opportunity to expand its reach and engagement with young audiences, as well as increase sales conversions.

The company also sees Social Commerce as a way to strengthen its influencer marketing strategy, focusing on partnerships with content creators to generate buzz around the brand and its products. "Digital influencers are playing an increasingly important role in the consumer buying journey, and we believe Social Commerce will amplify this effect. We want to create a dynamic where followers can see a sponsored post and acquire the product right there, quickly and intuitively," explains Romano.

Beyond TikTok Shop, Havaianas is also eyeing other social commerce platforms gaining traction in the Brazilian market, such as Instagram Shopping and WhatsApp Business. The brand already has its own e-commerce store and partnerships with major online retailers, but believes diversifying sales channels is crucial to keeping up with consumer behavior and offering an increasingly smooth and personalized shopping experience.

With this strategy, Havaianas reinforces its pioneering spirit and innovative capacity, qualities that have made it a beloved and recognized brand worldwide. By embracing Social Commerce, the company demonstrates its preparedness for the challenges and opportunities of the future of retail, always aiming to bring its customers the best in quality, design, and convenience.

With information from Mercadoeconsumo.