In response to changes in consumer purchasing behavior, many brands have bet on e-commerce to engage potential customers.
Some of these brands have even innovated the way e-commerce sales are made through live commerce, meeting a particular need of customers accustomed to traditional commerce, strengthening the trend in the domestic market and boosting sales.
In this article, we will talk about what is live commerce and why it is such a relevant trend to boost sales in e-commerce.
What is live commerce?
Live commerce is a strategy of interaction through streaming lives to leverage sales in e-commerce. Through this experience the merchant can promote products and services, offering a more personalized interaction with the customer.
The brand needs a team of trained salespeople to bring the in-store feeling to the digital channel. Through an icon on the product page, the customer can choose to buy live. By clicking on the option, a salesperson will appear live on his screen and guide him according to his needs until he completes the purchase.
Having an efficient logistics structure is also a good thing, the faster the delivery, the more attractive it will be to the customer. If your business has physical stores, you can use them as pickup points or for deliveries according to the customer's geolocation. In these options the delivery can be made even on the same day of the order.
This modality originated in China, but has been spreading throughout the world, since it enables greater proximity between seller and consumer, as well as greater engagement and conversion rates. In addition, one of the biggest reasons is to make e-commerce more human.
Why is live commerce a promising trend?
We know that consumer habits are changing rapidly, consumers who had not yet tried shopping online had their first experiences after the lockdown that took place in various parts of the world.
Many of these people adhered very well to online channels, others continued to miss one of the main characteristics of traditional commerce: the human contact.
In addition, the consumer buying journey is becoming increasingly complex and diverse, as the Wyzowl. According to the data, about 96% of users watch explanation videos to understand about a product or service. In addition, 84% say they feel more convinced to buy a product after watching a brand video.
Another 66% say they prefer to learn about a product through video. We can understand that videos are present mainly in the purchase consideration phase.
Making the user have access to this type of content and experience in your site will generate results such as an increase in the conversion rate and an increase in the average purchase ticket.
Success Story: The Dengo Live Experience
One of our clients uses this trend and has been delighting its customers with a live store experience that connects the consumer to a sensorial experience.
Dengo, a Brazilian brand of fine chocolates, chose to upgrade their experience using functionality from the VTEX platform with the power of their physical stores sales team to deliver to their e-commerce customer, greater human interaction, real content, a perfect replica of what they would have when visiting one of their stores.
The brand had no platform costs to offer live commerce and the configuration of the integrations were made simple, through a classic headless application.
You can read this complete case study by clicking here.
Although it is timidly entering the national market, live commerce is a trend that will certainly dominate retail, bringing innovation and taking the consumer's online experience to another level.
Want to know how our specialists can help your e-commerce? Get in touch with us.