Live Commerce on the rise in Brazil: see tips to take advantage of the strategy and sell more

Watch a live stream where the presenter 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 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 this work? During lives, brands and influencers create a direct connection with the public, presenting products, clarifying doubts 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 specialized in omnichannel communication, live commerce not only facilitates 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, something essential in an increasingly competitive market”.

Okuma also points out that real-time interaction during lives allows brands to better understand customer needs and adapt their strategies quickly.“This dynamic is an opportunity for companies to differentiate themselves, offering more than a product: an experience that adds value, loyalty to the public and enhances the perception of trust and credibility in the market.”

With the revenue 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 gain even more relevance. The model, which integrates physical, virtual stores and communication channels, is fundamental to attract the public and boost sales, including during e-commerce lives.

You were interested in entering the universe of lives commerce and boost your results even more, but now you wonder: where to start? 

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

Listen to your audience: Find out what your audience wants to see in live. Products you want? Must-see promotions? When the audience feels part of the building, engagement skyrockets.Interacting with your audience, whether through polls, comments or feedbacks, can guide their decisions and create a more personalized and engaging experience.

Bet on the right face: Live success starts with who is on screen. Choose influencers who master the art of interacting and selling live. They need not only to have charisma, but also to understand the products and connect with the audience in an authentic way. This proximity is essential to create trust and stimulate sales.

Be strategic with the schedule: Do not compete directly with lives of similar brands. Avoid overlays can be the key to maximize results. Know the behavior of your audience and choose times when they are more likely to participate. Also, be aware of peak viewing periods, such as weekends or holidays.

Create expectation: Use all your channels to warm up the audience before live. Disclose 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 the participation rate.

Ensure an impeccable experience: From technical support to logistics, every detail counts.Make sure that inventory is aligned and that after-sales offer agility and transparency. The customer experience does not end with the purchase, and ensuring an agile and efficient delivery process is essential to retain consumers.

Bet on technology: Today, there are intuitive platforms and applications that allow you to create your own lives commerce, in custom domains. These tools facilitate the integration of features such as live chat, instant payments and real-time tracking, making the experience more fluid for the consumer and the seller.

Omnichannelity: The big secret to the success of a live commerce goes beyond the live. It is from attracting participants to integrate all aspects of the purchase journey, including the retention and effectiveness of purchases. It involves connecting the physical and digital channels in an integrated way, offering a continuous and uninterrupted shopping experience, making the process more convenient and personalized for the customer.

“You are on live, you are interested in a product, you click on the platform and 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 future” service, adds Victor Okuma.

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

“This demonstrates that it is essential to create a fluid and integrated shopping journey that allows consumers to choose the channel that suits them best, 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, loyalty consumers over time”, concludes Indigitall Country Manager.