The Business to Business (B2B) market, which refers to commercial transactions between companies, plays an important role in the national economy. It is estimated to move R$2.4 trillion in Brazil, according to the Busines-to-business Online index measured by E-Consulting.
However, only 2.5% of these transactions are conducted via e-commerce — hence R$61 billion — pointing to a huge growth potential for strategies that improve this experience now in the virtual environment.
One of them is the adoption of digital tools such as live commerce, which has already transformed the B2C sector (sale of products or services to the end consumer) and now promises to revolutionize sales between businesses, optimizing interactions and establishing more meaningful connections.
Live commerce is a powerful tool for presenting products, allowing companies not only to showcase items in real-time but also to answer questions, demonstrate practical uses, and generate engagement in an interactive and dynamic way. This approach, being more engaging and personalized, increases conversion chances. Furthermore, by incorporating live communication elements such as chats, live commerce strengthens the bond between brands and consumers, promoting trust.
Trust is undoubtedly one of the central issues that live commerce addresses, highlights Victor Okuma, Country Manager of Indigitall, a company specialized in omnichannel platforms. This is because, as he explains, B2B transactions usually involve larger volumes, more complex negotiations, and longer sales cycles, as well as prioritize long-term strategic partnerships. In this scenario, trust becomes an essential pillar for the success of negotiations. “Live commerce brings transparency to the process, increasing the credibility of companies and making negotiations and sales more agile, efficient, and secure. In an increasingly digital environment, where face-to-face communication is rare, this tool makes all the difference,” he emphasizes.
Additionally, this business model adapts to new digital trends, with the increase of enterprise e-commerce platforms and technological solutions that facilitate integration between companies. It is estimated that at least 65% of companies used Artificial Intelligence in 2024, according to research by Intelligenzia.
“Digital transformation allows for greater personalization and automation of processes, resulting in a more efficient experience for both suppliers and buyers,” the executive concludes.
This scenario reinforces the importance of visual and interactive resources in the digital environment. According to data from Brightcove, presented in the research ‘B2B Video Marketing: The Power Of Video In The B2B Buyer’s Journey,’ 95% of buyers indicated that video played a significant role in their buying journey.
Victor Okuma highlights that, for the success of the live commerce strategy, it is essential to integrate other technologies focused on attracting and retaining the audience, in addition to effectively closing sales. “Before, during, and after the lives, it is important to use omnichannel strategies, with messages reaching the audience through different channels in an integrated way. For example, notifications can be sent to guests’ phones before each live entry and during them, reminders of a promotion, for instance, via WhatsApp, boosting conversion. All done automatically, using artificial intelligence for this purpose,” he explains.
According to Guilherme Pimenta, Head of New Business and Innovation at Netshowme — a company specializing in streaming solutions to manage, distribute, and monetize content, omnichannel in the purchasing process is a key factor in a company’s sales during a live event. “A well-planned live event, with a well-done pre-event and post-event through various communication tools, increases conversion rates by over 20%,” he states.
“We talk about WhatsApp and notifications, but it is possible to go further, integrating all this communication from live commerce with digital social networks. This allows creating true communities, where companies can reach specific niches that they would not reach alone. As a result, they sell more,” Guilherme concludes.
