Live commerce, far from being a passing trend, is an online sales strategy that has been gaining more and more strength in the day-to-day lives of Brazilian companies. With the arrival of the TikTok Shop in the country, this year, the model can present itself as an even more advantageous solution for those who already used it; and as a great opportunity for businesses that have never invested in this sales model & create more interactive, immersive and practical experiences that attract and retain more customers.
Starting in 2016, in China, this method is very similar to the TV sales procedure that Polishop performed, with the great differential being the public having the possibility to ask questions and talk about the product with the seller in real time. Basically, it is a livestream where the streamer presents the item in question, talks to people in chat, asks questions, presents his views on some method of use in particular, explains to whom it is recommended, and many other actions.
According to an article by Forbes, the global live commerce market moves about US$ 157 billion dollars a year, which makes it of great interest for marketing. Its use to leverage sales and achieve exceptional results must be highlighted and, therefore, marketing must put the method within its arsenal. With this strategy, even building authentic relationships and engaging customers in ways never before imagined becomes feasible.
With the popularization of TikTok in Brazil during social isolation, its use has been intensifying even more, in a medium aimed at creating fast content that attracts the attention of users and converts them into a shopping journey. According to an article by Shopify, people spend about 55 minutes a day creating and watching videos on this platform, with an estimate that this average time continues to increase.
Taking into account that the network has a focus on short-lived content, 55 minutes is a huge amount of time in which the user spends focused within the application. These key features contribute to creating a base of followers within this space is not difficult, since the contents are made for fast consumption. And this is something fundamental to be able to start the live commerce strategy, since to perform live broadcasts, the user needs 1,000 followers and, for the use of the TikTok Shop, it is necessary to have 5,000 followers.
From the moment these requirements are met, several strategies can be applied to increase sales, relying on various models that marketing presents, such as AIDA, 4Ps, 7Ps, STP, pirated metrics or AARRR, for example. Mental triggers are also one of the tools that can be used within live sales, as long as well applied, able to increase audience engagement and their perception of value on the item they are trying to sell.
The live commerce model can be the perfect strategy for some companies or resellers, and it should not, at any time, be underestimated. The more involvement a seller can create with the potential customer, in parallel, also grow the chances of a sale successfully made. In this way, CMOs, marketing teams and entrepreneurs will need to increasingly evaluate whether this strategy can be the great differential that your brand can present within the niche in which they operate, gaining much more brand recognition and indications among the ideal behavioral target audience.
