Ambiente digital minimalista com elementos de transformação e inovação em marketing

Digital Transformation in Marketing

Live Commerce: The New Standard for Sales Engagement

Live Commerce has established itself as one of the main real-time sales strategies, especially on social platforms like Instagram, TikTok, YouTube, and Shopee. Inspired by the success of Asian markets, the format allows brands to demonstrate products live, answer questions instantly, and close sales in real time, simulating the experience of a physical store in the digital environment [ref1] [ref2].

Methodologies and Success Stories

Companies and influencers have adopted structured methodologies to maximize the impact of live broadcasts. The case of influencer Virgínia Fonseca, for example, shows how a well-planned live stream can generate more than R$ 22 million in sales in just 13 hours, highlighting the power of the format for brands of all sizes [ref3]. Strategies such as exclusive promotions, flash discounts, constant interaction, and advance announcements are essential to guarantee engagement and conversion [ref2] [ref6].

Live Commerce Playbooks: Structure and Results

To scale success, many companies are creating true Live Commerce Playbooks, with detailed scripts, careful selection of presenters, technical considerations, and performance metrics. The focus is on creating unique experiences, engaging the audience, and transforming each broadcast into a memorable event. Furthermore, post-live results analysis allows for continuous adjustments and process optimization, making the format increasingly efficient and predictable [ref2] [ref6].

References

[ref1] RitsPay – E-commerce Trends for 2025
[ref2] YouTube – Sell MORE with Live Commerce! Complete Guide 2025
[ref3] edrone – 21 e-commerce trends to sell more in 2025
[ref6] BaseLinker – Marketing Strategies for E-commerce in 2025

Marcel Miccolis Pilipovicius
Marcel Miccolis Pilipovicius

Director of Marketing and Growth at GRI Institute

Marcel Miccolis Pilipovicius is a Marketing and Growth strategist specializing in brand positioning, demand generation, and data, content, and technology integration. He currently leads the global rebranding of the GRI Institute, a global think tank that connects leaders in real estate and infrastructure, guiding its transformation from a networking club into a knowledge-driven institution of influence and impact.

With a career built at the intersection of creativity and performance, Marcel believes that strong brands are born from the union of purpose, strategic clarity, and data-driven execution. His approach combines institutional vision, digital innovation, and collaborative leadership to build sustainable ecosystems for communication, growth, and long-term brand value.

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