Live commerce is a strategy that uses the interaction provided by live streaming to promote and accelerate sales.
The supplier promotes products, services, and the entire e-commerce ecosystem through this "live commerce".
You may not realize it, but you've probably already experienced a live commerce sales strategy while browsing the web.
Perhaps you went even further and made a purchase using this method!
In an increasingly connected world, new trends like Live Commerce are no longer a surprise; online sales are constantly evolving, with new ways to reach customers and, most importantly, engage them.
Next, we'll see what Live Commerce is, why it's so relevant in e-commerce, and how to boost sales.
What is live commerce?
It's a sales method that combines live streaming with e-commerce.
It's a virtual event designed to maximize sales, bringing together artists, influencers, and live streaming platforms.
With the goal of bringing products closer to the public, this strategy promotes an intimate and interactive experience where customers can ask questions and make purchases in real time.
The main benefit of this type of communication is the interaction provided by live streaming, which allows for greater proximity between the seller and the buyer, resulting in greater engagement and, consequently, more sales.
To capitalize on this, brands and websites invite trained salespeople, influencers, and/or bloggers to create a real "buzz" around the advertised products.
These vendors aren't just there to promote the product and generate sales; they're also a form of entertainment.
Primarily, they can play a key role in conversion, having the power to instruct the consumer on how to buy correctly and safely, conveying security and confidence, in addition to convincing them, of course.
Why do live commerce?
When a customer sees the desired item in action, they gain more confidence!
Consider how many times you've seen a product online but decided not to buy it because you didn't have enough information about its quality?
Or perhaps you wanted to know more about the material used in the construction, its size, or a specific use for which you weren't sure if it was appropriate.
As with any encounter with a salesperson, direct contact is essential to resolve doubts and receive positive feedback related to the product.
Live commerce, in its essence, is responsible for bringing the human factor back to the online shopping experience.
When this is combined with entertainment, exclusive promotions, and ease of quick purchase, the result is an amazing conversion rate.
Find out what the main benefits are.
In addition to increasing sales, live events are a new way for companies to showcase their products to customers.
It is an evolution of e-commerce with characteristics that distinguish it from traditional e-commerce.
In a live sales session, you can present your product with more detail and information than you could on a website, for example.
Furthermore, the consumer can see a demonstration of the product, allowing them to see its functionalities and features "in action".
This is a major advantage compared to static photos on e-commerce platforms.
Consumers who purchase through live sales enjoy the benefit of buying and receiving their product without leaving home, but at the same time deepen their relationship with the brand through the interactivity that live streaming allows.
It's a form of to transform the digital experience into a model that more closely resembles the physical shopping format.
Furthermore, you will be able to "converse" with the consumer, and if they have any questions about the product, it is possible to address those questions strategically.
Types of live commerce
Now that you have a better understanding of live commerce and its advantages and benefits, let's talk about its different formats:
Live stream with influencers
Live commerce with influencers tends to have the ideal entertainment element for this type of campaign, in addition to attracting their most loyal followers.
When we say "influencers," we're not just referring to the biggest names on social media.
In fact, you have a much more accessible range of options; micro-influencers, that is, influencers with one thousand to one hundred thousand followers, also tend to bring great results.
Even without huge numbers, they tend to have a very engaged audience.
The golden rule is to know well the customer profile you want in your live commerce, so you will know more clearly which influencer will have the power to attract them.
Tutorials
If it aligns with what you sell, a good way to demonstrate the different uses of your products is through a live commerce platform focused on tutorials. how to use them.
With this type of action, you add another attractive factor for your potential customers: new skills or even less obvious uses of the items.
You just need to find people who are capable of handling your product and clearly demonstrating its main qualities and advantages.
Launch events
Although applicable in different sectors, this model has been widely explored in the fashion world.
Major fashion houses held a fashion show to showcase their new collection, where each piece presented on the catwalk could be purchased by those in attendance.
This method, known as "See Now, Buy Now," has proven quite effective in generating impulse sales while promoting an exclusive launch experience that was already part of this universe.
How to do live commerce
Essential steps to launching a successful live commerce business:
Know your target audience well.
It's crucial that you know their tastes, desires, and the type of content they consume.
In addition to bringing their followers to the event, the chosen influencers should be closely related to your field of expertise, so your initiative will be more cohesive and effective.
Be familiar with the platforms used.
There are dozens of different platforms focused on live commerce, so it's important that you know the options offered by each one.,
Since factors such as the one-click purchase option are important for the success rate of your event.
Offer exclusive promotions and conditions.
One of the reasons that makes live commerce special is the promotions offered.
The fact that product pricing is different for the event triggers mental cues of urgency and scarcity in those who follow it, a tactic widely used in marketing in general.
Have a well-defined plan.
Because it's interactive, live commerce can get out of control if some well-defined phases aren't in place.
He can and should still benefit from spontaneity, but it's important that he follows a pre-defined logic.
Prepare the people involved.
Whoever is in charge of your event should be very familiar with the products and promotions offered.
Remember that live commerce is, above all, a chance to bring people closer to your brand and the products they want.
Prepare your inventory.
To avoid any shortages, it's essential that you have your inventory ready for an increase in sales.
The highlight of the experience is completing the delivery within a reasonable timeframe, leaving your client satisfied with every step of the process.
Thus, many describe live commerce as the "evolution of e-commerce".
Every manager who wants to boost their business should start considering using this new sales format.
And we can help you master more sales strategies like this and scale your business!
Hire a company with experience in this area. Access this link, Fill out the form and speak with one of our consultants.
