Live commerce: Magalu and Kwai reach 48 million views in digital show with Ciro Bottini and Viih Tube

At a time when the dispute for consumer attention intensifies in the digital environment, Magalu once again demonstrates its capacity for innovation in Brazilian retail. During the Payment Day Settlement campaign (also known as PayDay Magalu), the company transformed Galeria Magalu, located in the heart of Sao Paulo, within the National Set, on Avenida Paulista, into a large live commerce stage. The broadcast took place simultaneously on different platforms and digital channels of Magalu and recorded more than 48 million visits in less than two hours.

The live was conducted by two names that represent different generations of communication and influence: the most emblematic seller of Brazilian television, Ciro Bottini, and the digital influencer Viih Tube, a phenomenon in social networks. With an audiovisual production that referred to an entertainment program, the event bet on real-time interaction, product demonstrations and release of exclusive coupons. 

Kwai for Business, business unit of the short video app, acted not only as a live distribution platform, but also as a strategic partner in the construction and development of the project production. The direction and script of the project was in charge of Vitor Magno, director and specialist in live commerce, responsible for developing the creative structure of the broadcast. The format sought to bring the online shopping experience closer to a true digital show, uniting narrative, entertainment and sales conversion.

The initiative reinforces the convergence between content and commerce, a trend in global retail. In markets such as Asia, live commerce already moves billions of dollars and is one of the most efficient formats of sales conversion. In Brazil, large companies are already beginning to invest in the model as a way to transform promotional campaigns into immersive digital experiences. With millions of accesses in a few hours, the PayDay Magalu live shows how retail is reinventing itself in a scenario where content, influence, technology and entertainment have become central elements in the buying journey.