Online shopping has become routine for many people. But, What if you could purchase the products you want while watching a live broadcast of the company you like or, even, through influencers who follow? That's the point of live-commerce., It's a sales strategy that's booming in other countries and it's already being positively exploited by big brands here. – with enormous potential to be further invested in domestic companies to expand their market reach and, with that, maximize your profits
Adherence to this strategy has been significantly improved over the past few years around the world.. In China, as an example, data released in the Report on the High-Quality Development of the Live E-Commerce Industry showed that the penetration rate of this type of e-commerce grew from 4,9% to 37,8% between 2019 and 2023, reaching about 597 million users last year alone
This popularity was quickly noticed by other nations, inclusive in Brazil. This year, Many brands have taken the opportunity to test this strategy of uniting live with online sales on Black Friday., obtaining huge revenues that drew the attention of the market to the possibilities and opportunities that live-commerce can bring to your business
After all, In addition to the fact that many Brazilians have the habit of buying, frequently, in an online form, favoured, yet, by the growth of social networks, We witnessed, yet, a popularity of live music in the country in recent years – mainly, as a result of the pandemic, where, For being inside the house., Digital operations have become the only way for many companies to remain open remotely.
Influencers have also gained prominence in this regard., forming partnerships with certain brands in order to promote their products to their loyal network of followers. By becoming spokespersons, pass on to their fans credibility and security in the dissemination of these items, engaging more and more people to acquire these products
Chronologically, this sales strategy in a live broadcast is not a novelty in the market, given that many broadcasters, formerly, they were already doing this through scarcity speeches about their items, aiming to create a sense of urgency to buy among consumers. What is gaining so much attention currently with live-commerce is the fact that they allow, with the support of social media, influencers and technological tools, greater interactivity and personalization of your products
In these lives, companies can make their relationship with their target audience more dynamic and less rigid than what is seen with traditional e-commerce. Take advantage of real-time monitoring of your clients to interact through questions and answers, make exclusive offers for those who are watching, conduct surveys, draws, and many other activities that engage, attract and retain more and more people
Many national broadcasters are also exploring this scheme in their programs, aiming to reach an audience that is not very engaged with social media and that also has an interest in certain products. A very smart strategy in terms of sales, increasing the reach capillarity beyond the digital
The live-commerce market still has a lot to expand, having enough space for companies to innovate, be creative and promote your name against competitors. But, just like all trade, the same challenges in terms of service remain, what highlights the importance of taking care of all communication logistics with your audience beforehand, during the broadcast, and in the after-sales
As much as social media is a very attractive stage for this, there is, yet, a wide framework behind supporting this process – which should be composed of strategiesomnichannelthat unites robust digital channels complementing the customer journey, so that they can choose where and how to communicate with their brands
With a well-structured base of consumers, there are many communication channels that can be explored to promote the holding of these lives, announce the products that will be promoted and, after the transmission, continue serving customers with the same interaction and personalization, and support them with any requests they may have later
A great resource we have today in the market, in this sense, it is the RCS, Google messaging system that allows the sending of texts, images, the gifs, it's a complete carousel in the messages, secured by a company authentication seal verified by the multinational itself
Much can still be explored by companies with live commerce, already showing itself as a trend capable of significantly boosting corporate sales and engagement with its audience. Results, these, that will only be achieved with the care highlighted above, so that users have all the necessary support to conduct and interact with their shopping journey in channels that they are aligned with, creating memorable experiences and relationships between the parties
