With an eye on the significant growth of the Chinese market with live commerce—the sale of products on live streams—and the trend driven by TikTok Shop, Brazilian agencies and companies see the model as a relevant strategy that should generate revenue and opportunities in Brazil.

Bazinho Ferraz, founder and president of Atmosphera&Partners.Co and Biosphera.ntwk – formerly B&Partners and B&P Ventures – believes that the model has “exploded” for all sales categories.

The format has become so promising that one of the companies under the holding company's umbrella, the Snack Content channel network, has opened a vertical dedicated entirely to live commerce. The trend is in line with the culture of influencers, which is present in Brazil and makes brands' eyes shine.

China is the birthplace and largest market for live commerce in the world. In China, shopping via livestream has become increasingly common, almost as much as going to the supermarket. The model is therefore promising in Brazil, given that the country is considered one of the most hyperconnected in the world. The Global Digital Report cites Brazil as one of the three countries in the world where people spend the most time on the internet. 

(Source: ISTOÉ Dinheiro, on November 27)