It’s no surprise that online shopping is no longer just a solitary journey, right? In recent years, especially with the rise of social media and interactive platforms, consumers have started seeking more participatory experiences that involve a sense of community. Live commerce exists precisely to meet this demand.
This strategy, which combines live streaming with online sales, first gained traction in China and quickly spread worldwide, also capturing the Brazilian market. Brands across various sectors have realized that showcasing their products live, with real-time interaction and a good dose of charisma, can be the missing push needed to boost conversions and build real connections with the audience.
Do you know why live commerce is one of the most relevant trends in digital retail today? How to structure your own live streams? Which tools can make this journey easier? And how to keep your audience engaged from start to finish? You’ll find all that in the following lines. Keep reading!
The Growth of Live Sales in Brazil and Around the World
Live commerce already generates billions of dollars in countries like China and the United States and is starting to gain momentum in Brazil with promising numbers.
According to recent data from McKinsey, in China, live commerce already accounts for over 10% of total e-commerce revenue. Here in Brazil, the format continues to gain ground, and the results from brands investing in this channel show just how much of a game changer it can be.
Retailers like Renner, Natura, and Magalu frequently use this format. These live broadcasts, often hosted by digital influencers, allow brands to showcase products in use, answer questions live, create exclusive promotions, and stimulate a sense of urgency.
The true strength of live commerce lies in the experience. Consumers don’t just see the product, they genuinely feel part of something bigger. This fosters engagement, increases watch time, and drives real-time conversion.
Planning, Scripting, and Team Setup
Obviously, hosting a live sales event involves more than just turning on a camera and talking. To achieve good results, you need planning, clear objectives, and a well-prepared team.
The first step is to define the focus of your live stream. Will it be to launch a product? Clear out inventory? Showcase a new collection? With this goal in mind, you can craft a script that guides the audience throughout the broadcast.
Your script should include:
- Opening: Quick introduction, thank the audience, and explain what’s coming.
- Product presentation: Key highlights, benefits, differentiators, and demonstrations.
- Interactions: Responding to the chat, answering frequently asked questions, and addressing audience comments.
- Promotions: Exclusive coupons, flash discounts, and strong calls to action.
- Closing: Recap of what was shown and reinforcement of the offer.
An ideal team includes at least one presenter with good communication skills (someone recognizable is even better), a moderator to manage the chat (answering questions and filtering comments), and someone behind the scenes monitoring metrics, handling technical details, and addressing any unexpected issues. If possible, having a sales team member on hand helps address more technical customer queries.
The better prepared your live event is, the higher your chances of engaging the audience and converting sales during the stream.
Video, Chat, and Checkout Platforms
The right technology makes all the difference when it comes to running a smooth and professional live sales event. Today, there are various integrated platforms that make everything easier, from broadcasting to completing the purchase without the customer having to leave the screen.
Among video platforms, the most common are Instagram Live, YouTube Live, TikTok Live, Twitch.tv, and Facebook Live. These channels already have built-in audiences and offer good interaction capabilities.
However, if you’re looking for a more complete environment, fully integrated with your e-commerce, it’s worth considering solutions like:
- ShopLive or Bambuser: Platforms specifically designed for live commerce, with integrated buy buttons, performance analytics, and embedded checkout.
- StreamShop: A Brazilian option that offers integration with online stores and includes chat and shopping modules during the live stream.
- VTEX Live Shopping: For those already using the VTEX platform, this native solution can be a real differentiator, offering process automation and real-time metrics.
Let’s reinforce that live chat is essential because it creates a direct bridge between the presenter and the audience. The goal is for the consumer to feel heard and part of the conversation. Also, integrated checkout eliminates barriers, no redirecting to another site or losing the customer mid-process.
With these features, your audience stays engaged while shopping and won’t feel like they’re just making another ordinary purchase.
Leveraging Influencers, Coupons, and Real-Time Giveaways
Attracting viewers to a live stream is already a challenge, but keeping them engaged and interested throughout the entire broadcast is even trickier. This requires creativity, authenticity, and tools that deliver value.
Influencers are key partners in this mission since they bring authority, charisma, and, most importantly, an engaged audience. Choosing someone who already connects with your target audience increases your chances of success significantly.
But it’s not enough to just put an influencer on screen, they need to know the product, interact naturally, and align with the brand’s objectives. Audiences can tell when communication feels forced, and that could backfire.
Additionally, exclusive coupons available only during the live stream are another powerful tactic. Offering a discount code valid only while the event is live creates urgency and encourages quick decisions.
Lastly, live giveaways help keep viewers engaged until the very end. These don’t need to be complicated: simply ask viewers to comment with a keyword, share the live stream, or tag friends. This increases reach, generates digital engagement, and creates a more relaxed and fun atmosphere.
The key here is to make your live stream more than just a product showcase, it should be an event, an experience the consumer wants to join and repeat.
Starting Your Live Commerce Strategy
If you’re thinking about taking your first steps in live commerce, you don’t need to start with a high-end production. The most important thing is to start with consistency and learn with each broadcast.
Here are some useful tips to get you started:
- Choose the right platform: Start with the social networks your audience already uses. Later, consider more complete and robust platforms as your project evolves.
- Test your equipment: Check your camera, microphone, lighting, and internet connection in advance. If possible, have backups ready, small technical glitches can hurt your stream’s credibility.
- Train your team: Even if it’s a small team, everyone needs to be aligned. Rehearsing the script helps reduce nervousness and avoid unnecessary pauses.
- Promote in advance: Use emails, social media, and even your website to notify customers about the upcoming live event. If you have an app, use push notifications as well.
- Analyze your results: Track how many people watched, how many interacted, the average ticket size during the live stream, and so on. These insights will help you improve for next time.
If you want more technical support, there are already agencies and freelancers specializing in live commerce who can help set up the structure, plan the content, and handle backstage operations.
As you’ve seen throughout this article, more than just a passing trend, live commerce is a new way of selling online, focused on connection, transparency, and entertainment. Those who apply this strategy consistently will definitely get ahead.
Now, just follow our profiles on Instagram, Facebook, and LinkedIn to keep learning about e-commerce live streams, influencers and sales, digital engagement, and real-time conversion. Visit corebiz.ag and discover how we can help your business grow.
Escrito por:
Natália Zanardo, Coordenadora de contas
at Corebiz
