Live commerce for the B2B market: understand how large companies have boosted their sales

The Business to Business (B2B) market, which refers to commercial transactions between companies, plays an important role in the national economy. It is estimated that it moves R$2.4 trillion in Brazil, according to the Busines-to-business Online index measured by E-Consulting.

However, only 2.5% of these transactions are carried out via e-commerce $ 61 billion 2ND pointing to a huge potential for growth of strategies that enhance this experience now in the virtual environment. 

One of them is the adoption of digital tools such as live commerce, which has already transformed the B2C sector (sales of product or service to the end consumer) and now promises to revolutionize sales between companies, optimizing interactions and establishing more meaningful connections. 

Live commerce is a powerful tool for product presentation, allowing companies to not only display items in real time, but also answer questions, show practical uses and generate engagement in an interactive and dynamic way. This approach, being more engaging and personalized, increases the chances of conversion. In addition, by incorporating live communication elements such as chats, live commerce narrows the link between brands and consumers, promoting trust.

Trust is undoubtedly one of the central issues that live commerce solves, points out Victor Okuma, Country Manager of Indigitall, a company specialized in omnichannel platforms. This, because, as he explains, B2B transactions usually involve larger volumes, more complex negotiations and longer sales cycles, as well as prioritizing long-term strategic partnerships.In this scenario, trust becomes an essential pillar for the success of negotiations. “O live commerce brings transparency to the process, increasing the credibility of companies and making negotiations and sales more agile, efficient and secure.

In addition, this business model adapts to new digital trends, with the increase of business e-commerce platforms and technological solutions that facilitate integration between companies.It is estimated that at least 65% of companies used Artificial Intelligence in 2024, according to research by the company Intelligenzia. 

“A digital transformation allows for greater personalization and automation of processes, resulting in a more efficient experience for both suppliers and buyers”, adds the executive.

This scenario reinforces the importance of visual and interactive features in the digital environment. According to data from Brightcove, presented in the survey “B2B Video Marketing: The Power Of Video In The B2B Buyer’s Journey”, 95% of buyers point out that video played a significant role in their buying journey.

Victor Okuma points out that, for the success of the live commerce strategy, it is essential to integrate other technologies aimed at attracting and retaining the public, in addition to the concrete effectiveness of sales.“Before, during and after lives it is important to use omnichannel strategies, with messages that reach the public in different channels, in an integrated way. One can, for example, send notifications on the mobile of the guests before each live entry and, during them, trigger reminders of some promotion, for example, in WhatsApp, boosting conversion. Everything automatically, launching artificial intelligence for this, explains.

According to Guilherme Pimenta, Head of New Business and Innovation at Netshowme & I AM a streaming solutions specialist to manage, distribute and monetize content, omnichannel in the buying process is a determining factor in the sales of a company during a live. “A well-tied live, with which I have pre-live and a well-made post-live via several communication tools, increase conversion rates in more than 20%” says.

“We speak of WhatsApp and notifications, but it is possible to go further, integrating all this communication of lives commerce with digital social networks. This allows creating true communities, where companies can reach specific niches that, alone, would not reach. As a result, they sell more”, concludes Guilherme.