Live commerce was already gaining ground in Brazilian marketplaces, and now it has skyrocketed with the launch of TikTok Shop in Brazil. Many e-commerce integrators, retailers, brands, and sellers are eyeing the growth of sales through the social network. TikTok Shop is expected to generate around R$ 39 billion by 2028, an impressive number that demonstrates the strength that live sales will have with the help of social networks, as well as the movement they are making to also assume the role of marketplaces.
One of TikTok's best-known features is the ability of creators to quickly make content go viral. And it's no different with live streams, which maintain a highly relevant and profitable space on the platform. Many of the trends surrounding live commerce this year can serve as a guide for all marketplaces and sellers looking to leverage tools and strategies to increase sales with this movement.
Here are seven trends that I believe are crucial and can boost your live commerce sales:
People want to see authentic content
Social media has changed the way we consume content, and elaborate, studio-produced content has given way to everyday authenticity. According to iStock's VisualGPS research, 98% of consumers believe that the use of "authentic" images and videos is essential for building trust, a sentiment that has deepened with the explosion of Generative AI. Consumers increasingly value the transparency and genuineness of content creators.
When live commerce creators showcase their products in real-life settings, sharing routines and personal experiences, they create powerful attention hooks based on this authenticity. Consumers want to see and hear real people using the products, sharing honest opinions with their followers.
Niche content generates connection
Generic content rarely engages and excites consumers. People want to connect with brands and creators who understand their needs and desires. A live stream about "gardening tips for small apartments" or "quick vegan recipes" engages an audience that wants the opinion of someone who knows what they're talking about.
A good example of this is Luccas Neto, a creator for children who adopted the look and behavior of his audience and addresses the topics they want to hear about, which helps him achieve significant sales results during the live streams he hosts, which include promoting apps, movies, and even his books.
Gamification enhances the quality of interactions
In the attention economy, capturing and maintaining audience interest is a constant challenge. Platforms like TikTok already natively incorporate a range of interactive features to increase engagement during live streams. Tools such as polls, gift sending, challenges between creators, question boxes, and special codes during the live stream.
Who remembers the recent wave of NPC (Non-Playable Character) live streams on TikTok? Content creators acted like video game characters, responding to viewer commands to receive virtual rewards, later exchanged for money. This type of game-style interaction keeps audiences interested and helps to engage them when selling products.
Strategic advertising 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 brand's reach and connects with a highly interested audience prone to affinity bias.
Beauty brands, for example, frequently collaborate with micro-influencers who create tutorials and reviews of beauty products. The audience trusts the expertise of these creators and feels more inclined to try the recommended products. O Boticário is one of the brands that bets on this, and has already invited celebrities like Preta Gil to host live streams with special offers.
The amplified power of community building
Live commerce goes beyond a simple commercial transaction. Encouraging interaction through live Q&A sessions, creating exclusive groups for live stream participants (on other platforms like WhatsApp), and promoting polls and challenges with hashtags on TikTok strengthens the sense of belonging and builds audience loyalty.
Influencer Virgínia Fonseca exemplifies this by encouraging participation in groups that share tips, announcements, and special promotions on messaging apps. In her live streams, she sold millions of dollars worth of her own brand's beauty products, blending her personal routine with product demonstrations. Beyond real-time interaction, she also announces flash sales, special codes for followers, and more, reinforcing a sense of belonging and exclusivity. The opportunity to receive this information firsthand and to be part of more "intimate" circles helped amplify these sales.
Data analysis and continuous optimization
Success in live commerce is not a one-off event, but a continuous learning process. It is essential to closely monitor live performance metrics, such as the number of participants, engagement rate (likes, comments, shares), clicks on purchase links, and, most importantly, sales generated.
Analyzing this data reveals aspects such as which types of products generate the most interest, which live formats are most effective, and which broadcast times attract the largest audience. Based on this information, you can optimize your future broadcasts, refine your product selection, and adjust your strategies. Therefore, it is also recommended to work with all integrated e-commerce tools and functionalities so that you can have a holistic view of all the data.
Seamless and barrier-free purchasing journeys
Good experiences sell. And these experiences depend on a frictionless journey without barriers for customers. Live commerce is gaining popularity by focusing on delivering more integrated and easy experiences. The ability to add products to the cart and complete the purchase directly during the broadcast, without leaving the live environment, is crucial for optimizing conversion. Brands that use TikTok Shop effectively focus on presenting products clearly, with direct links and objective descriptions during the live stream.
This experience is complemented by the integration of logistics such as inventory and product delivery, customer service management, accounting, success metrics, and the complete automation of this workflow. Removing any friction in the purchasing process, whether on the part of the seller or the customer, is essential to transforming engagement into sales.
By embracing these trends, analyzing the results obtained, and continuously optimizing operations, your store will not only increase its chances of going viral but also build a base of engaged and loyal customers with your live commerce strategies. And, of course, having an integration partner with thousands of services and marketplaces to support the entire operation is fundamental for working with any e-commerce or live commerce channel, such as TikTok Shop.
