Live commerce had already been gaining traction in Brazilian marketplaces and has now taken a leap with the launch of TikTok Shop in Brazil. Many e-commerce integrators, retailers, brands, and sellers are keeping an eye on sales growth through the social network. It is expected that TikTok Shop will generate around R$ 39 billion by 2028, a figure that impresses and highlights the strength that live sales will have with the help of social networks, in addition to their movement to also take on the role of marketplaces.
One of TikTok’s best-known features is the creators’ ability to quickly make content go viral. And it’s no different with live streams, which maintain a highly relevant and profitable space on the platform. Many of this year’s live commerce trends can serve as a guide for all marketplaces and sellers looking to leverage tools and strategies to boost their sales with this movement.
Here are seven trends that I consider crucial and that can boost your live commerce sales:
People want to see authentic content
Social networks have changed the way we consume content, and those elaborate, studio-produced creations have lost their place to everyday authenticity. According to iStock’s VisualGPS survey, 98% of consumers believe that using “authentic” images and videos is essential for building trust, something that has deepened with the explosion of Generative AI. Consumers increasingly value transparency and the genuineness of content creators.
When live commerce creators showcase their products in real-life settings, sharing routines and personal experiences, they create powerful attention hooks based on this authenticity. Consumers want to see and hear real people using the products, sharing honest opinions with followers.
Niche content fosters connection
Generic content rarely engages or excites consumers. People want to establish connections with brands and creators that understand their needs and desires. A live session about “gardening tips for small apartments” or “quick vegan recipes” engages an audience eager for the opinion of experts.
A good example of this is Luccas Neto, a creator for the children’s audience who adapted his visual style and behavior to his audience and addressed the topics they want to hear about. This approach helps generate significant results in sales during his live sessions, which include promoting apps, movies, and even his books.
Gamification enhances interaction quality
In the attention economy, capturing and retaining the audience’s interest is a constant challenge. Platforms like TikTok already natively incorporate a series of interactive features to increase engagement during live streams. Tools like polls, the sending of gifts, creator challenges, question boxes, and special codes during the live session.
Who remembers the recent trend of NPC (Non-Playable Character) live streams on TikTok? Content creators acted as video game characters, responding to viewers’ commands to earn virtual rewards, which were later exchanged for money. This type of game-like interaction keeps audience interest and helps drive product sales.
Strategic sponsorships with content creators
Partnering with influencers and content creators aligned with your brand and target audience remains a powerful conversion strategy. The authenticity and expertise of these influencers with their audience expand the brand’s reach and target a highly interested audience with a propensity toward shared affinities.
Beauty brands, for example, frequently collaborate with micro-influencers who create tutorials and product reviews. Their audiences trust these creators’ expertise and are more inclined to try the recommended products. O Boticário is one of the brands betting on this strategy, having 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 strengthen the sense of belonging and build audience loyalty.
Influencer Virgínia Fonseca exemplifies this by encouraging people to join groups for tips, updates, and special promotions on messaging apps. During her live sessions, she generated millions in sales for beauty products from her own brand, blending her personal routine with product demonstrations. Alongside real-time interaction, she also announces flash promotions, special codes for followers, and more, reinforcing the feeling of belonging and exclusivity. The opportunity to get this firsthand and be part of more ‘intimate’ circles helped amplify these sales.
Data analysis and continuous optimization
Success in live commerce is not an isolated event but a continuous learning process. It is essential to closely monitor live performance metrics, such as the number of participants, engagement rate (likes, comments, shares), clicks on purchase links, and, most importantly, sales generated.
Analyzing this data reveals points such as which product types generate the most interest, which live formats are most effective, and which broadcasting times attract the largest audience. Based on this information, you can optimize your future live sessions, refine your product selection, and adjust your strategies. For this reason, it is also recommended to work with all integrated e-commerce tools and functionalities to gain a holistic view of all data.
Seamless and barrier-free shopping journeys
Good experiences drive sales. These experiences depend on a frictionless and barrier-free journey for customers. Live commerce is gaining popularity by providing more integrated and straightforward experiences. The ability to add products to the cart and complete purchases directly during the live session, without leaving the live environment, is crucial for optimizing conversion. Brands effectively using TikTok Shop focus on presenting products clearly, with direct links and objective descriptions during the live session.
Adding to this experience is the integration of logistics, inventory and product delivery, customer service management, accounting, success metrics, and the automation of these workflows. Removing any friction from the purchase process, whether on the seller’s or the customer’s side, is essential to convert engagement into sales.
By embracing these trends, analyzing the results, and continuously optimizing operations, your store will not only increase its 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 critical to operate on any e-commerce or live commerce channel, such as TikTok Shop.
