marcas e produtos
Watch a live broadcast where the host 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 the 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 purchased something influenced by digital personalities
But, how does this work? During the live streams, brands and influencers create a direct connection with the audience, presenting products, clarifying doubts in real time and offering exclusive promotions, everything while the consumer has the opportunity to buy instantly.
For Victor Okuma, Country Manager of Indigitall, company specialized in omnichannel communication, live commerce not only facilitates sales conversion. "As 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 the building of solid and lasting relationships, something essential in an increasingly competitive market.
Okuma stands out, yet, that real-time interaction during live streams allows brands to better understand customer needs and quickly adapt their strategies. This dynamic is an opportunity for companies to differentiate themselves, offering more than a product: an experience that adds value, fosters the audience and enhances the perception of trust and credibility in the market.”
With the revenue of online stores in Brazil projected to reach R$ 205 billion in 2024, according to the Brazilian Association of Electronic Commerce (ABCOMM) and an estimated number of 90 million virtual buyers, omnichannel strategies gain even more relevance. The model, that integrates physical stores, virtual and communication channels, it is essential to attract the audience and boost sales, inclusive during e-commerce live streams.
You became interested in entering the world of live commerce and further boosting your results, but now one asks: where to start?
Indigitall shares valuable tips to transform your live streams into engagement and conversion opportunities:
Listen to your audienceDiscover what your audience wants to see in the live stream. Desired products? Unmissable promotions? When the audience feels part of the construction, engagement skyrockets. Interact with your audience, be it through polls, comments or feedback, can guide your decisions and create a more personalized and engaging experience.
Bet on the right faceThe success of the live stream starts with those who are on screen. Choose influencers who master the art of interacting and selling live. They need to not only have charisma, but also understand the products and connect with the audience in an authentic way. This proximity is essential to build trust and stimulate sales.
Be strategic with your scheduleDo not compete directly with live streams of similar brands. Avoiding overlaps can be the key to maximizing results. Get to know your audience's behavior and choose times when they are more likely to participate. Furthermore, be aware of peak viewing times, like weekends or holidays.
Create expectationUse all your channels to warm up the audience before the live event. 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 a flawless experienceTechnical support for logistics, every detail matters. Make sure that the stock is aligned and that the after-sales service offers 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 technologyToday, there are intuitive platforms and applications that allow you to create your own live commerce, in custom domains. These tools facilitate the integration of resources such as live chat, instant payments and real-time tracking, making the experience smoother for the consumer and the seller.
OmnichannelThe big secret to the success of a live commerce goes beyond the live aspect. It is from attracting participants to integrating all aspects of the buying journey, including the retention and execution of purchases. It involves connecting physical and digital channels in an integrated way, offering a seamless and uninterrupted shopping experience, making the process more convenient and personalized for the customer.
You are in the live, are you interested in a product, click on the platform and receive the order on WhatsApp, everything automatically and instantly. Over there, you can also make your payment and track the delivery. This is the convenience of future service, complete Victor Okuma.
The research "Omnichannel and Unified Commerce", from Wake and Opinion Box, confirm this trend: 78,9% of consumers switch between physical and digital channels in their shopping journeys, with 56,6% finishing in digital.
"This demonstrates that it is essential to create a smooth and integrated shopping journey", that allows the consumer 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, as well as increasing the likelihood of conversions, "building consumer loyalty over time", concludes the Country Manager of Indigitall.
