Jesus Cardenas
Oct 20, 21 | 10 min read
live commerce
Reading time: 8 minutes
We already know that there are many ways to sell on the Internet, for example, through e-commerce or virtual stores. However, nowadays, new methods and platforms have appeared to market products and services that are worth keeping on your radar.
One of them, without a doubt, is Live Commerce, and in this post you will learn the most important things about this topic.
To clearly contextualize what Live Commerce is and what it has been able to achieve in various parts of the world, especially in Spanish-speaking countries, we have to mention that COVID-19 and social distancing led to a mutation in the way of selling during the months that businesses were closed.
Since then, various organizations south africa email address around the world have seen this practice as an ideal way to provide buyers with an experience with their products and services as close as if they were face to face with them.
Now, you might be wondering what we are talking about specifically, right? Well, let's get to it!
What is Live Commerce?
How did this strategy come about?
What are the objectives of Live Streaming in e-commerce?
Benefits that Live Commerce provides to brands
How to run a successful Live Commerce campaign?
3 examples of brands that use Live Commerce successfully
What is Live Commerce?
In short, Live Commerce consists of using streaming platforms or live broadcasts to market, promote or sell products and services, very similar to what telesales do for television, but now on the Internet.
However, its main difference compared to more traditional media is that communication is bidirectional, or, in other words, the viewer can now be an active part of the presentation to ask questions, resolve doubts or even talk about their experiences with the article.
Typically, during a Live Commerce broadcast, the seller performs a live demonstration of the product to explain its features, benefits and innovations , and responds in real time to questions and comments from users who are part of the digital audience.
If we go back to the comparison with telesales , in the oldest practice potential customers of the products had to call to be assisted by a sales agent and then resolve all their doubts.
Now, thanks to Live Commerce, everything is just a click away, where they only have to interact with the material provided to go from discovery to purchase decision in a matter of minutes.
Likewise, once they have decided to buy, they only have to go to a link provided by the brand directly to its ecommerce or to a marketplace portal to generate the order.
This allows almost any product to be the focus of the strategy and allows businesses, especially small ones, an accessible and affordable space for the public to approach them.
How did this strategy come about?
If we take into account that the retail sector has undergone a very drastic process of change since 2019 and that digitalization and e-commerce have been essential to keep brands connected with their consumers and potential customers, we can easily understand how this marketing model has been so widely accepted.
For example, technologies such as augmented reality or hyperpersonalization are solutions that allow us to "replace" the physical shopping experience, and Live Commerce emerges as another novel and effective method to bring the tangible to the digital.
However, if we trace the trend back to its place of origin, we could say that it manifested itself at really relevant levels in China, one of the first countries to put distancing restrictions and business closures into practice.
Perhaps the first indication of this was the mass migration of users to live broadcasts on social networks or streaming platforms to make their purchases.
And what began, perhaps, as a risky practice by some brands to offer a product and service demonstration experience to people in their homes without the possibility of going outside, is today a marketing strategy that multiple organizations use, despite the fact that many of the prohibitions have been lifted.
For example, the Fitch agency determined after a study that this modality produced more than US$ 153 billion in China and in 2025 the gross value of the goods traded through this means will increase by up to 25% compared to these data from 2019.
What are the objectives of Live Streaming in e-commerce?
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While we know that the main objective of Live Commerce is to provide a channel where brands can connect directly with their consumers and potential customers to show them what's new in their catalog, there are other reasons why a company could use this technology to its advantage.
Discover them!
Product demonstrations
Through streaming platforms, a brand could carry out live demonstrations of the products or services it offers to the public and thus educate its consumers about the functionalities and uses that its articles are capable of providing, as well as the benefits they bring to daily life.
Building communities
Having a two-way communication platform presents an unbeatable business opportunity to connect consumers of your products with potential customers and form digital communities .
That is, allowing users of your brand's products to promote your innovations to those who have just discovered your brand.
