Watching a live broadcast where the host demonstrates products, answers your questions in real time, and with a simple click, you can purchase the product without leaving home. This experience, known as live commerce, is revolutionizing e-commerce by combining interaction with convenience.
A study conducted by the MARCO agency in 14 countries reveals that Brazilians are among the most impacted by digital advertising in the world. Here, 73% of consumers have already purchased something influenced by digital personalities.
But how does this work? During live streams, brands and influencers create a direct connection with the audience, presenting products, clarifying doubts in real time, and offering exclusive promotions—all while consumers have the opportunity to buy instantly.
For Victor Okuma, Country Manager of Indigitall, a company specialized in omnichannel communication, live commerce doesn’t just facilitate sales conversion. ‘Live streams create personalized experiences, promote transparency, and strengthen the emotional connection between brands and consumers. This engagement not only humanizes companies but also helps build strong, long-lasting relationships, something essential in an increasingly competitive market.’
Okuma also highlights that real-time interaction during live streams allows brands to better understand customer needs and quickly adapt their strategies. ‘This dynamic is an opportunity for companies to differentiate themselves by offering more than just a product: an experience that adds value, fosters customer loyalty, and enhances trust and credibility in the market.’
With online store revenue in Brazil projected to reach R$205 billion in 2024, according to the Brazilian Electronic Commerce Association (ABCOMM), and an estimated 90 million online shoppers, omnichannel strategies become even more relevant. The model, which integrates physical stores, online platforms, and communication channels, is crucial for attracting audiences and boosting sales, including during e-commerce live streams.
Are you interested in stepping into the world of live commerce and further boosting your results but now wonder: where to start?
Indigitall shares valuable tips to turn your live streams into engagement and conversion opportunities:
Listen to your audience: Find out what your audience wants to see in the live stream. Desired products? Unmissable promotions? When the audience feels part of the creation process, engagement skyrockets. Interacting with your audience, whether through polls, comments, or feedback, can guide your decisions and create a more personalized and engaging experience.
Choose the right face: The success of a live stream starts with who is on screen. Choose influencers who master the art of live interaction and selling. They need not only charisma but also product knowledge and the ability to connect authentically with the audience. This closeness is essential for building trust and driving sales.
Be strategic with timing: Don’t compete directly with live streams from similar brands. Avoiding overlaps can be key to maximizing results. Understand your audience’s behavior and choose times when they are most likely to participate. Additionally, pay attention to peak viewing periods, such as weekends or holidays.
Build anticipation: Use all your channels to warm up the audience before the live stream. Announce schedules, promotions, and who will be presenting. This keeps the audience interested and ready to buy. Anticipation can be a powerful ally, generating curiosity and increasing participation rates.
Ensure a flawless experience: From technical support to logistics, every detail matters. Make sure inventory is aligned and that post-sales service is fast and transparent. The customer experience doesn’t end with the purchase—ensuring a quick and efficient delivery process is essential for retaining consumers.
Invest in technology: Today, there are intuitive platforms and apps that allow you to create your own live commerce streams on custom domains. These tools facilitate the integration of features like live chat, instant payments, and real-time tracking, making the experience smoother for both the consumer and seller.
Omnichannel: The big secret to live commerce success goes beyond the live event. It involves attracting participants and integrating all aspects of the shopping journey, including retention and purchase completion. It connects physical and digital channels in an integrated way, offering a seamless and uninterrupted shopping experience, making the process more convenient and personalized for the customer.
‘You’re in the live stream, interested in a product—click on the platform and receive the order via WhatsApp, all automatically and instantly. There, you can also complete your payment and track delivery. This is the convenience of the customer service of the future,’ concludes Victor Okuma.
The ‘Omnichannel and Unified Commerce’ study by Wake and Opinion Box confirms this trend: 78.9% of consumers move between physical and digital channels in their shopping journeys, with 56.6% completing purchases digitally.
‘This shows that creating a fluid and integrated shopping journey is essential, allowing consumers to choose the channel that best suits them without losing consistency and brand experience quality. Offering this flexibility not only improves the experience but also increases conversion likelihood, fostering long-term customer loyalty,’ concludes Indigitall’s Country Manager.
