Watch a live broadcast where the host showcases 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 it work? During live sessions, brands and influencers create a direct connection with the audience, presenting products, clarifying doubts in real time, and offering exclusive promotions—all while the consumer has the opportunity to purchase instantly.
According to Victor Okuma, Country Manager of Indigitall, a company specialized in omnichannel communication, live commerce doesn’t just facilitate sales conversion. ‘Live sessions create personalized experiences, promote transparency, and strengthen the emotional connection between brands and consumers. This engagement not only humanizes companies but also contributes to building solid and lasting relationships, which is essential in an increasingly competitive market.’
Okuma also highlights that real-time interaction during live sessions allows brands to better understand customer needs and quickly adapt their strategies. ‘This dynamic is an opportunity for companies to stand out 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 Association of Electronic Commerce (ABCOMM), and an estimated 90 million online shoppers, omnichannel strategies are gaining even more relevance. This model, which integrates physical stores, online channels, and communication platforms, is crucial for attracting audiences and driving sales—including during e-commerce live sessions.
Are you interested in entering the world of live commerce and boosting your results but now wonder: where to start?
Indigitall shares valuable tips to turn your live sessions into engagement and conversion opportunities:
Listen to your audience: Find out what your audience wants to see in the live session. Desired products? Unmissable promotions? When the audience feels involved in the 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 session starts with who’s on screen. Choose influencers who excel at interacting and selling live. They need not only charisma but also a deep understanding of the products and an authentic connection with the audience. This closeness is essential to build trust and drive sales.
Be strategic about timing: Don’t compete directly with live sessions from similar brands. Avoiding overlaps can be key to maximizing results. Learn your audience’s behavior and choose times when they’re most likely to participate. Also, 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 session. Promote 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 boosting participation rates.
Ensure a flawless experience: From technical support to logistics, every detail counts. Make sure inventory is aligned, and post-sales service is fast and transparent. The customer experience doesn’t end with the purchase, and ensuring a smooth and efficient delivery process is key to retaining customers.
Leverage technology: Today, there are intuitive platforms and apps that allow you to create your own live commerce sessions on custom domains. These tools simplify the integration of features like live chat, instant payments, and real-time tracking, making the experience smoother for both the consumer and the seller.
Omnichannel approach: The big secret to live commerce success goes beyond the live session. It involves attracting participants and integrating all aspects of the buying journey, including retention and purchase completion. This means connecting physical and digital channels seamlessly, offering a continuous and uninterrupted shopping experience, making the process more convenient and personalized for the customer.
‘You’re watching a live session, get interested in a product, click on the platform, and receive the order via WhatsApp—all automatically and instantly. There, you can also make your payment and track the delivery. That’s the convenience of future customer service,’ concludes Victor Okuma.
The ‘Omnichannel and Unified Commerce’ study by Wake and Opinion Box confirms this trend: 78.9% of consumers switch between physical and digital channels in their shopping journeys, with 56.6% completing purchases digitally.
‘This shows that it’s essential to create a smooth and integrated shopping journey, allowing the consumer to choose the most suitable channel without losing brand consistency and experience quality. Offering this flexibility not only improves the experience but also increases the likelihood of conversions, fostering long-term customer loyalty,’ concludes Indigitall’s Country Manager.
