The Business to Business (B2B) market, that refers to commercial transactions between companies, plays an important role in the national economy.It is estimated that he moves R$2,4 trillion in Brazil, according to the Business-to-business Online index measured by E-Consulting
However,just 2,5% of these transactions are conducted via e-commerce — therefore R$ 61 billion —pointing to a huge growth potential for strategies that enhance this experience now in the virtual environment.
One of them is the adoption of digital tools such as live commerce,that has already transformed the B2C sector (sale 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, for being more engaging and personalized, increases the chances of conversion. Furthermore, by incorporating live communication elements, like chats, live commerce strengthens the bond between brands and consumers, promoting trust
Trust is, without a doubt, one of the central issues that live commerce resolves, highlights Victor Okuma, Country Manager of Indigitall, company specialized in omnichannel platforms. This, because, how he explains, B2B transactions usually involve larger volumes, more complex negotiations and longer sales cycles, in addition to prioritizing long-term strategic partnerships. In this scenario, trust becomes an essential pillar for the success of negotiations. Live commerce brings transparency to the process, increasing the credibility of companies and making negotiations and sales more agile, efficient and safe. In an increasingly digital environment, where face-to-face communication is rare, this tool makes all the difference, highlights
Furthermore, 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.
Digital transformation enables greater personalization and automation of processes, resulting in a more efficient experience for both suppliers and buyers, complete the executive
This scenario reinforces the importance of visual and interactive resources in the digital environment. According to data from Brightcove, presented in the research "B2B Video Marketing: The Power Of Video In The B2B Buyer’s Journey", 95% of buyers indicate that video played a significant role in their purchasing journey
Victor Okuma emphasizes that, for the success of the live commerce strategy, it is essential to integrate other technologies aimed at attracting and retaining the audience, in addition to the concrete realization of sales."Before, during and after the lives it is important to use omnichannel strategies, with messages that reach the audience across different channels, in an integrated way. One can, for example, send notifications to the guests' mobile phones before each live entry and, during them, send reminders of some promotion, for example, no WhatsApp, driving conversion. Everything automatically, "making use of artificial intelligence for this",explain
According to Guilherme Pimenta, Head of New Business and Innovation at Netshowme — company specializing in streaming solutions for management, distribute and monetize content, the omnichannel in the purchasing process is a determining factor for a company's sales during a live event. A well-structured live session, with which I have a pre-live and a well-done post-live through various communication tools, "they increase conversion rates by more than 20%" claims
We talked about WhatsApp and notifications, but it is possible to go further, integrating all this communication of live commerce with digital social networks. This allows for the creation of true communities, where companies can reach specific niches that, alone, would not reach. As a result, sell more, concluded Guilherme
