Havaianas, the Brazilian brand known worldwide for its rubber flip-flops, is preparing to embrace the Social Commerce trend and is eagerly awaiting the arrival of TikTok Shop in Brazil. The company believes that this new form of e-commerce, which allows direct purchase of products through social networks, will be an important sales channel in the future.
According to Fernanda Romano, Chief Marketing Officer of Alpargatas, the company that owns the Havaianas brand, the company is already structuring itself to make the most of the opportunities that Social Commerce will provide. "We are preparing for this new retail moment, where social media also becomes a point of sale. Havaianas has always been a brand very present in people's daily lives, and we want to be closer to our consumers than ever before, offering a more convenient shopping experience integrated into 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 the partnership with the Chinese platform WeChat, and the results have been positive. Now, the company is awaiting the arrival of TikTok Shop, an integrated marketplace with the popular short video social network, which is already operating in some Asian countries and is expected to be launched soon in Brazil.
TikTok Shop will allow users to buy products directly through the app without having to leave the social network. The expectation is that this novelty will further boost online sales and attract brands from various sectors. For Havaianas, which already has a strong presence on social media with millions of followers on its own profiles and those of influencers, TikTok Shop represents an opportunity to expand its reach and engagement with the young audience, as well as to increase sales conversion.
The company also sees Social Commerce as a way to strengthen its influencer marketing strategy, betting on partnerships with content creators to generate buzz around the brand and its products. "Digital influencers play an increasingly important role in consumers' purchasing journey, and we believe that Social Commerce will enhance this effect. We want to create a dynamic where followers can see a sponsored post and purchase the product right there, quickly and intuitively," explains Romano.
In addition to TikTok Shop, Havaianas is also eyeing other Social Commerce platforms that are gaining ground in the Brazilian market, such as Instagram Shopping and WhatsApp Business. The brand already has its own online store and partnerships with major online retailers, but believes that diversifying sales channels is essential to keep up with consumer behavior and offer an increasingly smooth and personalized shopping experience.
With this strategy, Havaianas reinforces its pioneering spirit and its capacity for innovation, qualities that have made it a beloved and recognized brand worldwide. By embracing Social Commerce, the company demonstrates readiness for the challenges and opportunities of future retail, always aiming to provide its customers with the best in quality, design, and convenience.
With information from Mercadoeconsumo.
