Live commerce has been gaining ground in Brazilian marketplaces and has now jumped with the launch of TikTok Shop in Brazil. Many e-commerce integrators, retailers, brands, and sellers are watching the growth of sales through social media. TikTok Shop is expected to generate around R$ 39 billion by 2028, a number that is impressive and demonstrates the strength that live sales will have with the help of social media, as well as the movement they are making to also take on the role of marketplaces.
One of TikTok's most well-known features is creators' ability to make content go viral quickly. 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 who want to leverage tools and strategies to sell more with this movement.
Here are seven trends I see as crucial that can boost your live commerce sales:
People want to see authentic content
Social media has changed the way we consume content, and those polished, studio-produced creations have given way to everyday authenticity. According to iStock's VisualGPS research, 98% of consumers believe that the use of "authentic" images and videos is essential to building trust, a trend that has deepened with the explosion of Generative AI. More and more consumers value the transparency and authenticity 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 that authenticity. Consumers want to see and hear real people using the products, sharing honest opinions with their 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 about "gardening tips for small apartments" or "quick vegan recipes" involves an audience seeking the opinion of someone knowledgeable.
A good example of this is Luccas Neto, a creator for the children's audience who adopted their style and behavior and addresses the topics they want to hear, which helps achieve many sales results during the live broadcasts he promotes, including promotions of apps, movies, and even his books.
Gamification enhances the quality of interactions
In the attention economy, capturing and maintaining 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 such as polls, gift sending, challenges between creators, question boxes, and special codes during live streams.
Who remembers the recent wave of NPC (Non-Playable Character) live streams on TikTok? Content creators acted like video game characters, responding to viewers' commands to receive virtual rewards, which were then exchanged for money. This type of game-style interaction maintains audience interest and helps engage when selling products.
Strategic partnerships with content creators
Partnerships with influencers and content creators aligned with your brand and target audience continue to be a powerful conversion strategy. The authenticity and specialization of these influencers with their audience expand the reach of the brand itself and target a highly interested audience with a propensity for affinity bias.
Beauty brands, for example, often collaborate with micro-influencers who create tutorials and reviews of beauty products. The audience trusts the expertise of these creators and feels more inclined to try the recommended products. O Boticário is one of the brands that bets on this, 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 strengthen the sense of belonging and foster audience loyalty.
The influencer Virgínia Fonseca exemplifies this by encouraging participation in groups with tips, announcements, and special promotions on messaging apps. In her live streams, she sold million-dollar figures of her own brand's beauty products, which mixed her personal routine with the demonstration of the items. In addition to real-time interaction, she also announces flash promotions, special codes for followers, and more, reinforcing the feeling of belonging and exclusivity. The opportunity to receive this firsthand and to be part of the 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, the sales generated.
The analysis of this data shows points such as which types of products generate more interest, which live formats are more effective, and which broadcast times attract more viewers. 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 functionalities so that you can have a holistic view of all data.
Smooth and barrier-free shopping journeys
Good experiences sell. And these experiences depend on a frictionless or barrier-free journey for customers. Live commerce is gaining 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 live broadcast, without leaving the live environment, is crucial to optimize conversion. Brands that use TikTok Shop effectively focus on presenting products clearly, with direct links and objective descriptions during the live.
This experience also includes the integration of inventory and product delivery logistics, customer service management, accounting, success metrics, and all 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.
