Understand how to leverage live commerce and increase sales

Watch a live broadcast in which the presenter demonstrates products, answers your questions in real time and, with a simple click, you can buy the product without leaving your home. This experience, known as live commerce, is revolutionizing e-commerce by combining interaction with convenience.

A study carried out 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 bought something influenced by digital personalities

But how does it work? During the lives, brands and influencers create a direct connection with the public, presenting products, answering questions in real time and offering exclusive promotions, all while the consumer has the opportunity to buy instantly.

For Victor Okuma, Country Manager at Indigitall, a company specializing in omnichannel communication, live commerce doesn't just facilitate sales conversion. "Lives 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 points out that real-time interaction during the lives allows brands to better understand their customers' needs and adapt their strategies quickly. "This dynamic is an opportunity for companies to differentiate themselves by offering more than a product: an experience that adds value, builds public loyalty and enhances the perception of trust and credibility in the market."

With the turnover of virtual stores in Brazil projected to reach R$ 205 billion in 2024, according to the Brazilian Association of Electronic Commerce (ABCOMM), and an estimated 90 million virtual buyers, omnichannel strategies are becoming even more relevant. The model, which integrates physical and virtual stores and communication channels, is key to attracting the public and boosting sales, even during e-commerce lives.

You're interested in entering the world of live commerce and boosting your results even more, but now you're wondering: where do you start? 

Indigitall shares valuable tips for turning your lives into opportunities for engagement and conversion:

Listen to your audience: Find out what your audience wants to see live. Desired products? Unmissable promotions? When your audience feels part of the construction, engagement skyrockets. Interacting with your audience, whether through polls, comments or feedback, can guide their decisions and create a more personalized and engaging experience.

Bet on the right face: The success of live streaming starts with who is on screen. Choose influencers who have mastered the art of interacting and selling live. They need to not only have charisma, but also understand the products and connect with the public in an authentic way. This closeness is essential for building trust and stimulating sales.

Be strategic with your schedule: Don't compete directly with lives from similar brands. Avoiding overlaps can be the key to maximizing results. Know your audience's behavior and choose times when they are more likely to participate. Also, be aware of peak viewing periods, such as weekends or holidays.

Create expectations: Use all your channels to warm up the audience before the live. Publicize 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 an impeccable experienceFrom technical support to logistics, every detail counts. Make sure the stock is aligned and that the after-sales service offers agility and transparency. The customer experience doesn't end with the purchase, and guaranteeing an agile and efficient delivery process is essential for building customer loyalty.

Bet on technologyToday, there are intuitive platforms and applications that allow you to create your own lives commerce, in personalized domains. These tools make it easier to integrate features such as live chat, instant payments and real-time tracking, making the experience more fluid for both the consumer and the seller.

OmnicanalityThe big secret to successful live commerce goes beyond the live show. It ranges from attracting participants to integrating all aspects of the buying journey, including retention and purchase fulfillment. It involves connecting physical and digital channels in an integrated way, offering a seamless and continuous shopping experience, making the process more convenient and personalized for the customer.

"You're live, you're interested in a product, you click on the platform and you receive the order on WhatsApp, all automatically and instantly. There, you can also make your payment and track the delivery. This is the convenience of the service of the future," adds Victor Okuma.

The "Omnicanality and Unified Commerce" survey by Wake and Opinion Box confirms this trend: 78.9% of consumers move between physical and digital channels in their purchasing journeys, with 56.6% ending in digital. 

"This shows that it is essential to create a fluid and integrated buying journey, which allows the consumer to choose the channel that best suits them, without losing the consistency and quality of the brand experience. Offering this flexibility to the customer not only improves the experience, but also increases the likelihood of conversions, building consumer loyalty over time," concludes Indigitall's Country Manager.