Buying online has become routine for many people. But what if you could buy the desired products while watching a live company you like or even through influencers that follows? This is the proposal of live-commerce, sales strategy that is pumping in other countries and is already being positively exploited by major brands here & with huge potential to be even more invested in domestic companies to expand their reach in the market and thereby enhance their 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 High Quality Development Report of the Live Streaming E-Commerce Industry showed that the penetration rate of this type of e-commerce has grown from 4.9% to 37.8% between 2019 and 2023, reaching about 597 million users in the past year alone.
This popularity was quickly noticed by other nations, including Brazil. This year, many brands took the opportunity to test this strategy of joining lives 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 their business.
After all, besides the fact that many Brazilians have the habit of buying, often online, favored, still, by the growth of social networks, we also witnessed a popularity of lives in the country in recent years (mainly due to the pandemic, where, because we are indoors, digital operations ended up becoming the only way for many companies to remain open at a distance.
Influencers also gained prominence in this sense, forming partnerships with certain brands in order to promote the dissemination of their products to their loyal network of followers. By becoming spokespersons, they pass on to their fans credibility and security in the dissemination of these items, engaging more and more people to purchase these products.
Chronologically, this sales strategy in a live broadcast is not a novelty in the market, since many broadcasters, in the past, already did this through speeches of scarcity of their items, in order to generate the sense of urgency of purchase by consumers. What is currently gaining so much repercussion with live-commerce is the fact that they enable, with the support of social networks, influencers and technological tools, greater interactivity and customization of their products.
In these lives, companies can make the relationship with their target audience more dynamic and less in a way than one has with the and e-commerce traditional. Take advantage of the real time monitoring of your customers to interact through questions and answers, carry out exclusive offers for those who are watching, do polls, raffles, 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 adherent to social networks 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 much to expand, with enough space for companies to innovate, be creative and promote their name in front of competitors. But, as with all commerce, the same challenges in terms of service remain, which highlights the importance of taking care of all the logistics of communication with your audience before, during transmission, and after sales.
As much as social networks are a very attractive stage for this, there is also a wide backstop supporting this process ¡ ̄ which should be composed of strategies omnichannel that they unite robust digital channels complementing the customer journey, so they can choose where and how to communicate with their brands.
With a well-structured consumer base, there are many communication channels that can be exploited to publicize the realization of these lives, announce the products that will be promoted and, after the transmission, continue to serve customers with the same interaction and customization, and support them with any demand they have later.
A great resource that we have on the market today, in this sense, is RCS, a Google messaging system that allows the sending of texts, images, gifs, and a complete carousel in messages, ensured 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 greatly increasing corporate sales and engagement with their audience. Results, these, which will only be achieved with the care highlighted above, so that users have all the support necessary to conduct and interact their shopping journey in channels that have affinity, creating experiences and striking relationships between the parties.
