Forty thousand people connected at the same time from different parts of a country to make purchases on the Internet through platforms, attended live by “real” sellers, is already a reality that can be experienced in Latin America, and that supposes a new modality of e -commerce, safer and more experiential that revolutionizes the traditional world of electronic commerce.
The new form of electronic commerce that is already practiced in the region, known as “Live Shopping”, has Asia as a reference due to its great success and seeks to present all kinds of offers, promotions and brand management through social networks and streaming channels to captivate new audiences.
The idea is to bring consumers closer to participating in new forms of commercial interaction, with advice and chats.
Product viewing, gaining confidence in the face of scam risks, and being able to shop safely and directly, where viewers interact with influencers and vendors, is a marketing and commerce strategy that began to take hold in the region due to the pandemic.
“Although e-commerce solves the functional, it sacrifices a lot of experience and that’s where it becomes important to show additional things, add influencers, have a creative theme, generate a space and environment that is lost when connected to a team,” he explained to Efe José Bastidas, digital director of McCann Colombia.
SUCCESSFUL EXPERIENCES DURING PANDEMIC
Alfredo Kemplau, general manager of the Momentum agency, accompanied Ripley in Chile during 2020 and 2021 with the live purchase and says that the reception of the public was good, since “in general these are technologies more focused on millennials or the generation Z”.
Ripley became a pioneer in using the FIRA ONLIVE platform, with the presence of influencers and experts, who in a matter of seconds had 40,000 people connected making purchases.
“Having that interactivity was positive and it is also looking beyond the people of ‘ecommerce’, who are very transactional. This is a perfect mix between generating content to build a brand and marketing, which often work separately”, she pointed out.
Cases such as Chile or Colombia, where Grupo Éxito or Falabella have ventured into the “Live Shopping”, show that it is possible to multiply sales and also to know the products that work best.
McCann in Colombia participated and advised the car sales market, as Bastidas recounts, in a category that was “a huge challenge because nobody buys a vehicle without seeing or trying it out”, so they went to the LiveStore enabling WhatsApp.
“The commercial that I was selling showed the customer the car and it was a way to open a market for other brands”, because as a result of this experience they were recognized in the region for their strategy that was repeated in other countries.
THE KEY TO CAPTURING BUYERS: INFLUENCERS
A clear example of what can be done with electronic commerce is Asia, where influencers have become the showcase for the promotion and sale of products, a trend that is beginning to take off in Latin America because, according to marketing experts, within five years they will become the great salesmen of the future.
The strategy involves, as explained by Kemplau, by using the pages of the brands, the “retailers” and the social networks of the influencers, since “in some countries it communicates massively and because this is a group that is associated to the digital world.
For Bastidas, the advantage lies in the fact that “even if you have videos of the product and a good photograph, it will never be as powerful as giving a testimonial, being able to explain it, showing how it is used and the opportunity to interact with a chat or a moderator”, and there It is where the role of those who dominate social networks today stands out.
THE PHYSICAL STORE AND THE CHALLENGES FOR THE REGION
Given the rapid evolution of electronic commerce, everything seems to indicate that physical stores and shopping centers would disappear in a few years, but for the manager of Momentum “the physical can never be replaced”.
“The sensation of the five senses is irreplaceable, but we are going to live in both worlds and what the consumer expects is to live those experiences,” said Kemplau.
This is something that Bastidas agrees with, since it is difficult to predict, especially if we are talking about future purchases in the Metaverse, since for now the relationship will continue to be “single-channel.”
Although the Live Shopping it has become an attractive tool and results are already being seen, there is still a long way to go to reach a level like that of Asia, where the contribution reaches 15 to 25% in purchases.
Data from VTEX, a digital commerce platform that helps digitize companies in Latin America, indicates that Mexico is below 1%, since many companies are still not committed to breaking with the status-quo of traditional electronic commerce.