Brás, one of Brazil’s largest textile hubs, sees a daily movement of between 150,000 and 200,000 people, generating annual revenue of R$ 26 billion, according to data from the São Paulo City Hall’s Department of Economic Development and Labor. Known for its intense commerce that operates practically 24 hours a day, the neighborhood attracts buyers from all over the country, solidifying itself as one of São Paulo’s premier shopping destinations.
Digital positioning is no longer just a differentiator—it’s a necessity for growth and staying competitive. In recent years, Circuito de Compras, considered the largest Popular Shopping destination in Latin America, has been wisely using its social media, combining brand management, partnerships with influencers, and engagement initiatives with retailers to expand its digital presence and, consequently, sales volume. The venue has been powered by a force that goes beyond its streets and stalls: social media. These tools have become highly strategic and powerful, not just as digital showcases but as direct channels for connecting with the audience and driving sales conversions.
Local influencers and retailers who invest in creative and targeted content are standing out in the market. According to Visa, a company specialized in payment solutions, one of the main bets for the coming years is social commerce—sales made directly through social media. In 2023, around 10% of all online purchases already occurred on these platforms, and projections indicate that by 2025, this number will reach 20%, driven mainly by the growing participation of Generation Z in the consumer market.
“Many retailers still see Instagram and TikTok merely as promotional channels, when in reality, these platforms have become powerful sales and customer relationship tools. Today, it’s possible to showcase products, test different content formats, answer questions in real time, and even close sales directly through the apps. At Circuito de Compras, we aim to show that digital presence can—and should—be part of the daily commercial routine, especially for small entrepreneurs.
We encourage each retailer to find their own voice, engage with their audience, share their store’s daily life, and use social media as an extension of their physical storefront. It’s an accessible and strategic way to expand reach and create new business opportunities.” — highlights André Seibel, CEO of Circuito de Compras.
With this in mind, the executive emphasizes four key strategies that can help retailers boost their digital sales. Check them out below:
1. Live Commerce
Live commerce is seen as one of the most impactful strategies for digital retail. The format combines live broadcasts with instant purchases, showcasing products in real time. Platforms like Shoppe, Amazon, and even the newly talked-about TikTok Shop are being used to introduce innovations and convert sales. Influencer and entrepreneur Bianca Andrade, better known as ‘Boca Rosa,’ embraced this popular strategy for her makeup brand, earning R$ 5 million in just four hours. The first million was reached in only 10 minutes, but this strategy isn’t limited to those with huge followings—the method she uses to strategically leverage the platform can help new retailers boost sales. It’s like turning the store into a livestream, humanizing the process, creating stronger connections with customers, and offering exclusive deals, making it even more visible to users and driving the urge to buy.
2. TikTok and TikTok Shop
TikTok is no longer just a platform for dance videos—the home of short, interactive clips has been growing, capturing everyone’s attention. Small, medium, and large retailers can use this powerful tool for sales. Showing behind-the-scenes content, trends, trying to incorporate viral videos into their niche, creating exclusive and interactive content with the platform’s audience—all these methods can organically expand reach. This way, users no longer need to leave the app to make a purchase, making it more practical and impulsive. Moreover, affiliate marketing is directly linked to this new feature, where influencers sell products and earn a percentage, further expanding reach.
3. Niche Influencers
Influencers are a widely used resource to amplify brand visibility, often serving as strategic bridges that speak directly to a business’s target audience. No matter the segment, finding people who engage with your audience can be the key to unlocking sales. Retailers can reach more targeted customers this way, bringing more profit to their business.
4. Social Media
Lastly, we bring social media as a whole into the picture. Today, it’s seen as a famous online catalog, where authenticity and positioning are essential. Platforms like Facebook and Instagram offer features like story links that lead directly to websites and short videos, similar to TikTok, presenting opportunities to showcase new releases and products that spark desire. Today, merely selling isn’t enough—building real connections with customer values, emotions, and engagement is crucial for fostering loyalty and creating communities that promote a sense of belonging, whether in-person or online. Today’s content can’t just be about the product; it must be tied to your audience, culture, and aesthetic.
