7 Trends to Viralize Your Sales with Live Commerce Like TikTok Shop

Live commerce had already been gaining ground in Brazilian marketplaces and now jumped with the launch of the TikTok Shop in Brazil. Many integrators of e-commerce, retailers, brands and sellers are eyeing the growth of sales by the social network. It is expected that the TikTok Shop will move about R$ 39 billion by 2028, a number that impresses and shows the strength that live sales will have with the help of social networks, in addition to the movement they make to take a role also of marketplaces.

One of the best-known features of TikTok is the ability of creators to viralize content quickly. And it is no different with lives, which maintain a highly relevant and profitable space on the platform. Many of the trends around live commerce this year can serve as a guide for all marketplaces and sellers who are looking to take advantage of tools and strategies to sell more with this movement. 

Here are seven trends that I understand as crucial and that can boost your live commerce sales:

People want to see authentic content

Social media has changed the way we consume content and those elaborate, studio productions have lost ground for everyday authenticity.According to iStock's VisualGPS survey, 98% of consumers feel that using” authentic“ images and videos are essential to establishing trust, something that has deepened with the explosion of Generative AI.Each time consumers value transparency and genuineness from content creators.

When live commerce creators showcase their products in real-world settings, sharing routines and personal experiences, they create powerful attention hooks based on that authenticity.Consumers want to see and hear real people using the products, sharing honest opinions with followers.

Niched content generates connection

Generic content rarely engages and thrills consumers.People want to establish connections with brands and creators who understand their needs and desires.A live about gardening “ for small apartments” or “raprapid vegan recipes” engages an audience that wants the opinion of those who understand.

A good example of this is Luccas Neto, a creator for children who adopted the look and behavior of his audience and deals with the issues they want to hear, which helps to get many results in sales during the lives he promotes, which include promotion of applications, movies and even books of his.

Gamification increases the quality of interactions

In the attention economy, capturing and maintaining audience interest is a constant challenge. Platforms like TikTok already natively incorporate a number of interactive features to increase engagement during lives. Tools like polls, gift sending, challenges between creators and question boxes, and special codes in live. 

Who remembers the recent wave of NPC (Non-Playable Character) lives on TikTok? Content creators acted like video game characters, responding to commands from viewers to receive virtual rewards, then exchanged for money. This type of interaction in game format keeps audiences interested and helps engage when selling products. 

Strategic publications with content creators

Partnering with influencers and content creators aligned with your brand and target audience remains a powerful conversion strategy.The authenticity and expertise of these influencers with their audience expands the reach of the brand itself and reaches a highly interested audience with a propensity for affinity bias.

Beauty brands, for example, often collaborate with micro influencers who make tutorials and reviews of beauty products. The audience trusts the expertise of these creators and feels more inclined to try the recommended products. The Apothecary is one of the brands that bets on this, and has invited famous as Preta Gil to present the lives with special offers.

The amplified power of community building

Live commerce goes beyond a simple business transaction. Encouraging interaction through live questions and answers, creating unique groups for live attendees (on other platforms, such as WhatsApp), and promoting polls and challenges with hashtags on TikTok strengthens the sense of belonging and loyalty to the audience.

Influencer Virginia Fonseca exemplifies this by encouraging adherence to groups of tips, announcements and special promotions in chat apps. In her lives, she sold millionaire figures of the beauty products of the brand itself, which mixed her personal routine with the demonstration of items. In addition to real-time interaction, she also announces lightning promotions, special codes for followers and more, reinforcing the feeling of belonging and exclusivity. The opportunity to receive this firsthand and make parts of the most unusual circles” helped amplify these sales.

Data analysis and continuous optimization

Success in live commerce is not an isolated event, but an ongoing learning process. It is critical to closely monitor live performance metrics, such as the number of people participating, engagement rate (likes, comments, shares), clicks on purchase links and, especially, sales generated.

The analysis of this data shows points such as which types of products generate more interest, which live formats are more effective and which broadcast times attract more audience. Based on this information, you can optimize your future transmissions, refine your product selection and adjust your strategies. Therefore, it is also recommended to work with all the tools and functionalities of integrated ecommerce so that you can have a holistic view of all the data. 

Fluid and barrier-free shopping journeys

And these experiences depend on a frictionless journey or barriers for customers. Live commerce gains popularity by betting on delivering more integrated and easy experiences.The ability to add products to the cart and finalize the purchase directly during the broadcast, without leaving the live environment, is crucial to optimize conversion. Brands that use TikTok Shop effectively focus on presenting the products clearly, with direct links and with objective descriptions during live. 

This experience is combined with the integration of the logistics part of inventory and product delivery, service management, accounting, success metrics and all the automation of this workflow. The removal of any friction in the purchase process, whether by the seller or the customer, is essential to turn engagement into sales.

By embracing these trends, analyzing the results obtained and continuously optimizing the operation, your store will not only increase the chances of going viral, but also build an engaged and loyal customer base with your live commerce strategies. And, of course, having an integration partner with thousands of services and marketplaces to support the entire operation is critical to working with any ecommerce or live commerce channel, such as the TikTok Shop.