Watch a live broadcast where the host demonstrates 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 affected by digital advertising in the world. Here, 73% of consumers have already purchased something influenced by digital personalities.

But how does that work? During live sessions, brands and influencers establish a direct connection with the audience, showcasing products, clarifying doubts in real-time, and offering exclusive promotions, all while consumers have the opportunity to purchase instantly.

For Victor Okuma, Country Manager of Indigitall, a company specialized in omnichannel communication, live commerce not only facilitates sales conversion. As 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 emphasizes that real-time interaction during live broadcasts allows brands to better understand customer needs and quickly adapt their strategies. This dynamic is an opportunity for companies to differentiate themselves by offering more than a product: an experience that adds value, fosters customer loyalty, and enhances the perception of trust and credibility in the market.

With the revenue of online stores in Brazil projected to reach R$ 205 billion in 2024, according to the Brazilian Association of Electronic Commerce (ABCOMM), and an estimated number of 90 million virtual buyers, omnichannel strategies become even more relevant. The model, which integrates physical stores, virtual stores, and communication channels, is essential to attract the audience and boost sales, including during e-commerce live streams.

You are interested in entering the live commerce universe and boosting your results even further, but now you're wondering: where to start?

Indigitall shares valuable tips to transform your live streams into engagement and conversion opportunities:

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

Bet on the right faceThe success of the live starts with those on the screen. Choose influencers who master the art of live interaction and selling. They need not only to have charisma but also to understand the products and connect with the audience authentically. This proximity is essential to build trust and stimulate sales.

Be strategic with your scheduleDo not compete directly with live broadcasts of similar brands. Avoiding overlaps may be the key to maximizing results. Get to know your audience's behavior and choose times when they are more likely to participate. Additionally, be aware of peak viewing periods, such as weekends or holidays.

Create expectationUse all your channels to warm up the audience before the live. Announce schedules, promotions, and who will be hosting. This keeps the audience interested and ready to buy. Advance can be a powerful ally, generating curiosity and increasing participation rates.

Ensure a flawless experienceFrom technical support to logistics, every detail matters. Ensure that the stock is aligned and that after-sales service offers agility and transparency. The customer experience does not end with the purchase, and ensuring a fast and efficient delivery process is essential to retain consumers.

Bet on technologyToday, there are intuitive platforms and apps that allow you to create your own live commerce, on custom domains. These tools facilitate the integration of features such as live chat, instant payments, and real-time tracking, making the experience smoother for both the consumer and the seller.

OmnichannelThe great secret to the success of a live commerce goes beyond the live broadcast. It ranges from attracting participants to integrating all aspects of the purchasing journey, including retention and the completion of purchases. It involves connecting physical and digital channels in an integrated way, providing a seamless and uninterrupted shopping experience, making the process more convenient and personalized for the customer.

“You are on the live stream, you are 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 research "Omnichannel and Unified Commerce" 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 their purchases digitally.

“This shows that it is essential to create a fluid and integrated purchasing 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 the Country Manager of Indigitall.

Do you have a company and use WhatsApp? Perfect. Now think that using this resource strategically can significantly boost your business.

According to data from Indigitall, a Spanish omnichannel platform that recently arrived in Brazil, companies increased their sales by 40% when using WhatsApp for direct conversations, highlighting the effectiveness of responding quickly to customer needs.

For Victor Okuma, country manager for Indigitall in the country, more than just a messaging app, WhatsApp has evolved into an essential strategic channel, allowing businesses of all sizes to quickly connect with their customers, creating personalized experiences and expanding conversion opportunities.

“Nowadays, WhatsApp is a powerful tool that transforms the way companies communicate with their customers and has an opening and conversion rate that is much higher than conventional channels,” says Victor.

The specialist, who serves companies like McDonald's, Banco Inter, and Claro, shares some valuable strategies to enhance the use of WhatsApp in businesses. Check it out

1 – Create Virtual Catalogs

To further enhance conversion, WhatsApp allows the creation of digital catalogs with photos, links, and buttons. Therefore, abuse this tool. In a client experiment, Indigitall reported an impressive 81% increase in click-through rate (CTR). "Sending messages with links directly to the e-commerce facilitates conversion and makes the purchasing process more efficient," explains Victor.

2 – Implement real-time alerts

Additionally, WhatsApp has the option to keep customers informed through real-time alert notifications. Victor says that "a car rental service that implemented an alert system reduced driver payment delays by 34%. Now, users receive instant updates about the status of their vehicles, ensuring more effective communication."

3 – Automate to gain agility in service

Automating customer service via WhatsApp brings more agility to the customer and autonomy in processes, resulting in a significant increase in the conversion rate. This type of quick and direct service not only reduces the workload on the team but also improves the experience, allowing the customer to be served in a practical and efficient manner. Having a good API (a system that allows integrating WhatsApp with a chatbot, for example) with Artificial Intelligence to respond to customers can ensure personalized service.

4 – Use retargeting for abandoned carts

WhatsApp also stands out as a retargeting tool, re-engaging customers who left items in their shopping cart in an e-commerce platform, for example. Through available tools on the market, it is possible to send automatic messages encouraging consumers to complete a purchase they started on the company's website, for example. "A retailer who developed this strategy saw a 25% increase in sales," highlights the Indigitall specialist.

5 – Integrate channels for a complete experience

Integrating WhatsApp with other channels, such as push notifications, email, or SMS, can be a good strategy to create a continuous and cohesive customer journey. This approach creates a more orchestrated flow, which helps increase conversion and strengthen the customer relationship. If the customer started the purchase via Instagram, for example, upon receiving a message via WhatsApp, this can be mentioned, sending a message to the customer that the company is with them, following their interests. This creates a sense of closeness and loyalty, all in a synchronized manner.

This is possible through systems such as Indigitall's Customer Journey, which integrates with any CRM (system that stores data on interactions that the customer has with the company) and creates personalized approach campaigns.

“Today, we are one of the few tools on the market that offers an automated journey and a complete communication flow (for both inbound and outbound channels), all within a single platform and all based on artificial intelligence. This approach not only improves the user experience, but also all performance rates, such as open rates, click-through rates and sales conversion rates,” adds Okuma.

6 – Enable purchasing in just three clicks

The convenience of WhatsApp allows companies to offer a quick shopping experience with just three clicks. This quick and convenient model resulted in a 36% increase in sales in an experience recorded by Indigitall, proving that customers value the speed and personalization that WhatsApp provides.

7 – Promote interactive engagement

Dynamic interactions, such as giveaways and quizzes, not only attract customer interest but also generate tangible results. "In the e-commerce sector, a 6% increase in sales was recorded by integrating giveaways into the marketing strategy," says Victor.

On January 1, 2025, Normative Instruction 2219/2024 of the Federal Revenue Service came into effect, determining that financial institutions and credit card operators will be required to report their customers' transactions on a half-yearly basis when the movement exceeds R$5,000, in the case of individuals (PF); or R$15,000, in the case of legal entities (PJ).

These new rules apply to both credit card data and transactions carried out via Pix.

The Federal Revenue Service informs that the new measures aim to reinforce Brazil's international commitments and combat tax evasion, promoting transparency in global financial operations.

Edna Dias, a lawyer specializing in Tax Law, comments on this new rule: “it is important to point out that, if any of the limits established in the rule are exceeded, institutions must provide information regarding all annual balances and other global amounts moved monthly, even if the monthly sum for these is less than the aforementioned limits”, she explains.

A case that deserves attention concerns freelance professionals. Lawyers, doctors, psychologists, physiotherapists, among others, need to be aware of this new rule. Edna also explains this point: "A psychologist, for example, who conducts private consultations that earn him more than R$ 5,000 per month, received from clients via PIX, must issue receipts and report these amounts in the Income Tax return, as this amount will be reported by the financial institution to the Federal Revenue. If the amounts do not match, the agency may notice the discrepancy and fine you," says Edna.

Freelancers, self-employed workers and entrepreneurs also need to be aware of this new rule, as they will need to report the earnings they have obtained to their income.

It is important to clarify that the change in the rule does not imply any type of increase in taxation or additional tax, but it does mean that the IRS will be more attentive to this type of movement.

“Omitting information can lead the taxpayer to fall into the fine mesh, which implies paying fines and even more serious crimes, such as tax evasion, for example”, warns Edna.

It is worth remembering that those who received taxable income above R$ 2,259.21 per month in 2024 need to declare these amounts in the Income Tax this year. Earnings received as an individual can be entered in the "other income" field.

For self-employed professionals, one option is to pay the carnê-leão: “workers who receive income above R$2,112.00 per month from other individuals can opt for the carnê-leão and pay taxes on their earnings every month”, advises the specialist.

According to a study by The Insight Partners, the electronic signature market is expected to surpass US$ 40 billion by 2030. This growth is mainly due to the optimization that technology provides to bureaucratic processes, resolving demands from various areas with high resolution and effectiveness.

“It is a tool that profoundly transforms the routine of organizations and people, simplifying journeys that were previously slow and full of manual steps”, says Cristian Medeiros, CTO ofClicksign, a company that materializes relationships between people and businesses in the digital environment.

To highlight the advantages of this technology, the expert listed five ways to streamline daily life through electronic signatures. Check it out

• Buying and selling items online

According to a report by Opinion Box, 46% of consumers prefer to shop online. Data like this shows how e-commerce has become a strategic approach for companies to grow in the current technological reality and make shoppers' lives easier.

Because it is a process that takes place in the digital environment, Medeiros states that electronic signatures can further improve this new type of relationship between organizations and clients. "It is very common to see platforms for high-value vehicles and products, for example, using technology to formalize transactions, making them much safer, documented, and faster," he explains.

• Authorization of school documents

The electronic signature also transforms the school sector by optimizing communication between schools, parents, and students. "The families can closely monitor their children's school life without needing to physically print documents such as field trip authorizations and enrollments," highlights the CTO.

It is still worth emphasizing that the confidentiality of these files is also assured. "The advanced encryption of the technology fully protects the data of all involved," the executive adds.

• Travel documentation

Another benefit of electronic signature is simplifying travel arrangements. Technology helps to close insurance contracts, hotel reservations, vehicle rentals, and even boarding authorizations for minor children.

The Clicksign specialist emphasizes that the tool is an effective way to ensure that the traveler fully enjoys their experience. "All documents are accessible anytime and anywhere, providing more comfort and fewer headaches when the person reaches their destination," he emphasizes.

• Medical agreements and authorizations

The electronic signature also changes the relationship between patients and healthcare professionals. Processes such as medical procedures and information releases can be completed in a few minutes, saving time for patients in clinics and hospitals.

In this case, Medeiros adds that the tool not only streamlines the service but also helps save lives. "If there is an alternative that speeds up emergency situations, the sector cannot overlook it," he warns.

• Ease of real estate transactions

Finally, it is possible to highlight the role of electronic signatures in the real estate market. Real estate purchase and sale negotiations and powers of attorney are completed without the risk of fraud, allowing brokers and future residents to achieve their goals without obstacles.

"Mainly because they involve high-value transactions, it is essential to carry them out by combining convenience and security, advantages provided by digital signatures," concludes the CTO.