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 Business-to-Business Online index measured by E-Consulting.
However, only 2.5% of these transactions are conducted via e-commerce—amounting to R$61 billion—pointing to enormous growth potential for strategies that enhance this experience in the virtual environment.
One such strategy is the adoption of digital tools like live commerce, which has already transformed the B2C sector (sales of products or services to end consumers) and now promises to revolutionize B2B sales, optimizing interactions and establishing more meaningful connections.
Live commerce is a powerful tool for product presentations, 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 immersive and personalized, increases conversion rates. Additionally, by incorporating live communication elements like chats, live commerce strengthens the bond between brands and consumers, fostering trust.
Trust is undoubtedly one of the key issues that live commerce addresses, emphasizes Victor Okuma, Country Manager of Indigitall, a company specializing in omnichannel platforms. This is because, as he explains, B2B transactions often involve larger volumes, more complex negotiations, and longer sales cycles, in addition to prioritizing long-term strategic partnerships. In this scenario, trust becomes an essential pillar for successful negotiations. ‘Live commerce brings transparency to the process, increasing companies’ credibility and making negotiations and sales more agile, efficient, and secure. In an increasingly digital environment where in-person communication is rare, this tool makes all the difference,’ he highlights.
Moreover, this business model adapts to new digital trends, with the rise of B2B 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 a survey by Intelligenzia.
‘Digital transformation allows for greater personalization and automation of processes, resulting in a more efficient experience for both suppliers and buyers,’ adds the executive.
This scenario reinforces the importance of visual and interactive resources in the digital environment. According to Brightcove data presented in the research ‘B2B Video Marketing: The Power Of Video In The B2B Buyer’s Journey,’ 95% of buyers indicate that video played a significant role in their purchasing journey.
Victor Okuma emphasizes that for a successful live commerce strategy, it is essential to integrate other technologies aimed at attracting and retaining audiences, in addition to concretely closing sales. ‘Before, during, and after live sessions, it is important to use omnichannel strategies with messages that reach the audience across different channels in an integrated way. For example, you can send notifications to guests’ phones before each live session and, during the session, send reminders about promotions via WhatsApp, boosting conversion. All of this can be done automatically, leveraging artificial intelligence,’ 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 decisive factor for a company’s sales during a live session. ‘A well-structured live session, with effective pre-live and post-live communication via various tools, can increase conversion rates by over 20%,’ he states.
‘We’ve talked about WhatsApp and notifications, but it’s possible to go further by integrating all this live commerce communication with digital social networks. This allows companies to create real communities, reaching specific niches they wouldn’t otherwise access. As a result, they sell more,’ concludes Guilherme.
