From Lady Gaga to festivals: big events generate opportunities for e-commerce

Large-scale shows like Lady Gaga's, scheduled for May in Rio de Janeiro, and established events such as Lollapalooza and The Town are generating a wave of opportunities for e-commerce. With thousands preparing to attend these experiences, demand for essential festival merchandise is increasing—and e-commerce needs to be ready to meet this audience.

According to the second survey by Tray, LWSA's e-commerce platform, the months leading up to Madonna's historic Rio show in 2024 generated over R$1,742,244 million in transaction volume for participating retailers. A significant portion of these sales was driven by consumer demand for items related to the event. 

Retailers, whether operating online, in physical stores, or both, need to capitalize on opportunities beyond the traditional retail calendar. This consolidation of major shows and festivals certainly presents an opportunity for entrepreneurs to diversify their product portfolios and leverage the current demand to sell more," explains Thiago Mazeto, director of Tray. 

On Bagy, another e-commerce platform focused on small entrepreneurs, the impact was also significant last year. During the weeks leading up to Madonna's show, over R$1,742,400 in sales were generated by merchants using the platform. Among the most sought-after segments were fashion, beauty, footwear, and computer equipment.

Among the products sold during the period, besides fashion items, were electronic products such as power banks, wireless headphones, portable mini-fans, and smartphone accessories—essential for those spending hours at concerts and festivals.

"We've seen a considerable increase in demand for electronics that offer convenience, such as portable chargers and cell phone stands, which are essential for long events," comments Pedro Rabelo, director of Bagy.

According to experts, for this year, with Lady Gaga, retailers should focus on strategic campaigns centered around kits for major events. The recommendation is to create packages containing items such as power banks, compact rain covers, anti-theft backpacks, headphones, sunglasses, and personalized themed accessories.

Tips for Selling More During Large Events:

• Prepare the inventory in advancePopular festival products tend to sell out quickly. Plan for replenishment and ensure variety.
• Create specific campaignsOffer progressive discounts for complementary product kits and combos, increasing average order value.
• Invest in SEO and thematic advertisingUse keywords like "festival kit," "electronics for shows," and "Lady Gaga Rio prep" to attract a qualified audience.
• Offer fast deliveryLogistics need to be efficient to ensure customers receive their orders before the event.
• Bet on relevant contentCreate lists and guides like "What to Bring to the Lady Gaga Show" to engage your audience and boost sales.