Brás, one of the largest textile hubs in Brazil, daily moves between 150,000 and 200,000 people, generating an 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 almost 24 hours a day, the neighborhood attracts shoppers from all regions of the country, establishing itself as one of the main shopping destinations in São Paulo.
Digital positioning is no longer a differentiator — it is a necessity to grow and stay competitive. In recent years,The Shopping Circuit, considered the largest Popular Shopping Mall in Latin America, has been using its social media intelligently, combining brand management, partnerships with influencers, and engagement actions with retailers to expand its digital presence and, consequently, sales volume. The place has been driven by a force that goes beyond the streets and the pits: social media. These tools are becoming very strategic and powerful, not only as digital showcases but also as direct channels of connection with the audience and sales conversion engines.
Local influencers and shop owners 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 — a shopping model conducted directly through social networks. In 2023, about 10% of all online purchases already took place through these channels, and the forecast is that by 2025, this number will reach 20%, mainly driven by the increasing participation of Generation Z in the consumer market.
Many retailers still see Instagram and TikTok only as marketing channels, when in fact, these platforms have become true tools for sales and customer engagement. Today, it is possible to showcase products, test different content formats, answer questions in real time, and even complete sales directly through apps. In the Shopping Circuit, we aim to show that digital presence can — and should — be part of the business routine, especially for small entrepreneurs.
We encourage each retailer to find their own language, connect with the audience, share the daily life of the store, and use social media as an extension of their physical storefront. It is an accessible and strategic way to expand reach and create new business opportunities.— highlights André Seibel, CEO of the Shopping Circuit.
Knowing this, the executive highlights 4 main strategies that can help retailers boost their sales online. See below
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 the product in real time. Platforms like Shopee, Amazon, and even the newest one mentioned, TikTok Shop, are being used to bring innovations and drive sales. The influencer and businesswoman, Bianca Andrade, better known as "Boca Rosa," adopted this popular strategy with her makeup brand and, in four hours, earned R$ 5 million. The first million was reached in just 10 minutes, but this strategy is not limited to people with a large number of followers; the method she uses to leverage the network strategically could be the way to help new shop owners increase sales. It's like turning the store into a live event, humanizing the process and creating stronger connections with the customer, offering exclusive deals, making it even more visible to users, and generating the desire to make a purchase.
2. TikTok and TikTok Shop
The TikTok network is no longer just for posting dance videos; the platform with short, interactive videos is growing, capturing everyone's attention. Small, medium, and large retailers can use this powerful tool for sales. Show behind-the-scenes, trends, try to include viral videos in your niche, create exclusive and interactive content with your online audience, increasing your reach organically. In this way, users no longer need to leave the app to make a purchase, making it more convenient and impulsive. Furthermore, Affiliate Marketing is directly linked to this new role, where influencers sell products and earn a percentage. Expanding the reach even further.
3. Niche influencers
Influencers are a very commonly used means to amplify brand visibility and are often used as strategic bridges that speak directly to your target audience, regardless of the segment. Finding people who communicate with your audience can be the key to opening sales. Such a retailer will reach their most targeted customers and bring more profit to the business.
4. Social Networks
Finally, we bring social media as a whole. Today considered a famous online catalog, where authenticity and positioning are fundamental. Networks like Facebook and Instagram offer features such as link posts in stories that direct to the website, and the possibility of short videos, just like the neighboring network, providing the opportunity to showcase launches and products that generate desire. Today, it is no longer enough to just sell; creating a genuine connection with your customers' values, emotions, and engagement is essential to foster loyalty, building communities that promote a sense of belonging, whether in physical or virtual spaces. Today's content can't be just about the product; it has to be linked to your audience, culture, and aesthetics.
