The Brás, one of the largest textile hubs in Brazil, moves between 150,000 and 200,000 people daily, generating an annual revenue of R$ 26 billion, according to data from the Economic Development and Labor Secretariat of the São Paulo City Hall. Known for its intense commerce that practically operates 24 hours a day, the neighborhood attracts buyers from all regions of the country, establishing itself as one of the main shopping destinations in the city of São Paulo.
Digital positioning is no longer a differentiator – it is a necessity to grow and remain competitive. In recent years, Circuito de Compras, considered the largest Popular Shopping in Latin America, has been using its social media intelligently, combining brand management, partnerships with influencers, and engagement actions with store owners to expand its digital presence and, consequently, the volume of sales. The place has been powered by a force that goes beyond the streets and stalls: social media. These tools are becoming very strategic and powerful, not only as digital shop windows, but as direct connection channels with the public and sales conversion engines.
Local influencers and store 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 model of shopping carried out directly through social networks. In 2023, about 10% of all online purchases were already made through these channels, and the forecast is that by 2025, this number will reach 20%, mainly driven by the growing participation of Generation Z in the consumer market.
“Many merchants still see Instagram and TikTok only as promotional channels, when in fact, these platforms have become true sales and customer relationship tools. Today, it is possible to showcase products, test different content formats, answer questions in real-time, and even complete sales directly through the 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 merchant to find their own language, engage 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 merchants enhance their sales in the digital realm. See below:
1.Live Commerce
Live commerce is seen as one of the most impactful strategies for digital retail. The format combines live streaming with instant shopping, presenting the product in real time. Platforms like Shoppe, Amazon, and even the newest talk of the town, Tiktok Shop, are being used to bring innovations and convert sales. Influencer and entrepreneur, Bianca Andrade, better known as ‘Boca Rosa,’ embraced this popular strategy with her makeup brand and made $5 million in just four hours. The first million was reached in just 10 minutes, but this strategy is not limited to people with a large number of followers, the way she strategically uses the platform can be the way to help new retailers in sales. It’s like turning the store into a live show, humanizing the process and creating stronger connections with the customer, and offering exclusive deals, making it even more visible to users, generating a desire to make a purchase.
2.Tiktok and Tiktok Shop
The Tiktok platform has evolved from just posting dance videos, becoming a place with short and interactive videos that grabs anyone’s attention. Small, medium, and large retailers can use this powerful tool for sales. Show behind the scenes, trends, try to include viral videos related to your niche, create unique and interactive content with the network’s audience, increasing your reach organically. This way, users no longer need to leave the app to make a purchase, making it more practical and impulsive. In addition, Affiliate Marketing is directly linked to this new feature, where influencers sell products and earn a percentage on top. Further expanding the reach.
3.Niche Influencers
Influencers are a widely used tool to amplify brand visibility and are often used as strategic bridges that speak directly to your business’s target audience, in any desired segment. Finding people who resonate with your audience can be the key to unlocking sales. This way, the merchant will reach more specialized customers and bring more profit to the business.
4. Social Networks
Finally, we bring social networks as a whole. Considered today a famous online catalog where authenticity and positioning are crucial. Platforms like Facebook and Instagram offer features such as posting links in stories that lead directly to the site, and the possibility of short videos, just like the neighboring network, providing the opportunity to showcase launches and products that create desire. Nowadays, it’s not just about selling, but about creating a real connection with the values of your customers, emotions, and involvement are essential to build loyalty, fostering communities that promote belonging, whether physically or virtually. Today’s content should not only be about the product but should be linked to your audience, culture, and aesthetics.
