Live commerce had already been gaining ground in Brazilian marketplaces and has now surged with the launch of TikTok Shop in Brazil. Many e-commerce integrators, retailers, brands, and sellers are keeping an eye on sales growth through the social network. It is expected that TikTok Shop will generate around R$ 39 billion by 2028, an impressive number that shows the power live sales will have with the help of social networks, as well as the movement they are making to also take on the role of marketplaces.
One of TikTok’s best-known features is the ability of creators to quickly make content go viral. 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 looking to leverage tools and strategies to sell more with this movement.
Here are seven trends I consider crucial that can boost your live commerce sales:
People want to see authentic content
Social networks have changed the way we consume content, and those elaborate studio productions have lost ground to everyday authenticity. According to iStock’s VisualGPS research, 98% of consumers believe the use of ‘authentic’ images and videos is essential to building trust, something that has deepened with the explosion of Generative AI. Consumers increasingly value the transparency and genuineness of content creators.
When live commerce creators showcase their products in real-life scenarios, sharing routines and personal experiences, they create powerful attention hooks based on this authenticity. Consumers want to see and hear real people using the products, sharing honest opinions with followers.
Niche content generates connection
Generic content rarely engages and moves consumers. People want to connect with brands and creators who understand their needs and desires. A live stream about ‘gardening tips for small apartments’ or ‘quick vegan recipes’ engages an audience that wants the opinion of someone who understands.
A good example of this is Luccas Neto, a creator for children who adopts the look and behavior of his audience and addresses topics they want to hear about, which helps achieve strong sales results during his live streams, which include promoting apps, movies, and even his own books.
Gamification enhances the quality of interactions
In the attention economy, capturing and maintaining audience interest is a constant challenge. Platforms like TikTok already natively incorporate a range of interactive features to boost engagement during live streams. Tools like polls, sending gifts, challenges between creators, Q&A boxes, and special codes during the live.
Who remembers the recent wave of NPC (Non-Playable Character) live streams on TikTok? Content creators acted like video game characters, responding to viewer commands to receive virtual rewards, later exchanged for money. This game-like interaction keeps audiences interested and helps engage them when selling products.
Strategic partnerships with content creators
Collaborating with influencers and content creators aligned with your brand and target audience remains a powerful conversion strategy. The authenticity and specialization of these influencers with their audience expand the brand’s reach and attract a highly interested audience with an affinity bias.
Beauty brands, for example, frequently collaborate with micro-influencers who do tutorials and reviews of beauty products. The audience trusts the expertise of these creators and feels more inclined to try the recommended products. Boticário is one of the brands that bets on this, having invited celebrities like Preta Gil to host live streams with special offers.
The amplified power of community building
Live commerce goes beyond a simple commercial transaction. Encouraging interaction through live Q&A, creating exclusive groups for live participants (on other platforms like WhatsApp), and promoting polls and challenges with hashtags on TikTok strengthens the sense of belonging and fosters audience loyalty.
Influencer Virgínia Fonseca exemplifies this by encouraging followers to join groups for tips, announcements, and special promotions on messaging apps. In her live streams, she sold millions worth of beauty products from her own brand, blending her personal routine with product demonstrations. Beyond real-time interaction, she also announces flash sales, special codes for followers, and more, reinforcing the feeling of belonging and exclusivity. The opportunity to receive this firsthand and be part of the ‘inner circles’ helped amplify these sales.
Data analysis and continuous optimization
Success in live commerce is not a one-time event but a continuous learning process. It’s 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, sales generated.
Analyzing this data reveals insights like which types of products generate the most interest, which live formats are most effective, and which broadcast times attract more viewers. Based on this information, you can optimize future broadcasts, refine your product selection, and adjust your strategies. Therefore, it’s also recommended to work with all integrated e-commerce tools and functionalities to have a holistic view of all data.
Seamless and barrier-free shopping journeys
Good experiences sell. And these experiences depend on a frictionless journey for customers. Live commerce gains popularity by delivering more integrated and easier experiences. The ability to add products to the cart and complete the purchase directly during the broadcast, without leaving the live environment, is crucial for optimizing conversion. Brands that effectively use TikTok Shop focus on presenting products clearly, with direct links and objective descriptions during the live.
This experience is complemented by integrating logistics, inventory, and product delivery, customer service management, accounting, success metrics, and automating this workflow. Removing any friction in the purchasing process, whether on the seller’s or customer’s side, is essential to converting engagement into sales.
By embracing these trends, analyzing the results, and continuously optimizing operations, 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 for working with any e-commerce or live commerce channel, like TikTok Shop.
