By compass

The pandemic caused movements in various sectors and will continue in the coming years. One is the Live Commerce, which gained more maturity over 2021. Marks like Dafiti, Tok & Stok, Marisa adopted the new model generating good results, especially during Black Friday. And this was an indicator on the potential of a promising market for this year.

Live Commerce, innovative online sales format integrates live broadcasts with e-commerce, created in China, has accelerated throughout the world. Eye in this trend, since 2020, Haus, Stefanini Group, created the Live Commerce solution integrated with the main e-commerce platforms on the market for brands to sell by the new format without having to create another sales channel.


The E-commerce Dafiti platform focused on children’s clothing, footwear, sportswear and women’s fashion, for example, made four lives on the last Black Friday and reached a very consistent frequency. Before, between the months of September and November, they were 12 transmissions valid as a “warm” for the famous last Friday of November.

In terms of results, the brand saw the public involvement of the public through 2021, especially reflecting on the sales goals assigned to the lives and coupons used in them, which grew by more than 72% in the period.

“Lives offer an added value to the purchase experience and each category of product or service has a particular need to boost the conversion,” says Bruna Rodrigues, director of Brooke’s operations, a digital content producer, which integrates the Stefanini Group.

The furniture and home decor sector also adhered well to the system of Live during the end of November. In the case of Tok & Stok, the attractive has been with an already known figure, the architect and consultant of experience and consumption of the brand, Maurício Arruda. Driving via sales channels gave a super-result in business strategy, which counted on aggressive promotions.

Marisa inaugurated the Live Commerce solution entered directly for the first time in the brand’s own application. And the result was expressive because everything was integrated. Customers did not need to go through the URL of the site and received direct notifications in the digital environment of the brand, with a payment directed within the platform itself.

Another done that showed good results was the case of singer Paola Santana, owner of the brand that takes her name and markets exclusive fashion for evangelical women.

According to Haus and CEO of Huia, Alessandro cauduro, with the format gaining more and more adepts and the marks losing fear in using this system that speaks directly with the consumer, the results gained strength and added value to the sales mix of the shopkeepers.

“Through the Haus ecosystem, we can support customers in this innovative format in a full-service format, from the live sales platform to the creation of content strategies and campaigns, as well as training the customer’s team to optimize the results,” he says. Cauduro.