Aiming to expand access to relevant content for the more than 12,000 retailers expected at the event, the 6th edition of BFSHOW, The biggest footwear tradeshow in Latin America, introduces a new attraction: Live Commerce BFSHOW, a space dedicated to practical workshops and interaction with digital sales specialists. The trade show takes place from May 18 to 20 at Distrito Anhembi, in São Paulo/Brazil, bringing together more than 350 Brazilian brands. The event is hosted by the Brazilian Footwear Industries Association (Abicalçados) and organized by NürnbergMesse Brasil (NMB).
For this edition, the highlight of the content program will be the live commerce workshops, an online sales format that combines live streaming with e-commerce, allowing products to be purchased instantly during the broadcast. A global trend that gained momentum during the pandemic, live commerce not only humanizes sales — and perhaps because of that — but also delivers conversion rates six to ten times higher than traditional e-commerce sales, according to a survey by Nuvemshop. The initiative brings together three major partners: TikTok Shop, Shopee and the Nós Somos Moda group. Throughout the three-day program, they will take part in a space sponsored by Sebrae Nacional that combines learning with hands-on application. In the area, participants will be able to follow content sessions and also experience, in practice, how to structure and execute product-focused live streaming broadcasts.
According to Abicalçados Relationship and Business Manager Letícia Sperb Masselli, the BFSHOW live commerce workshops were created to connect retailers with the strategies, tools and platforms that are transforming sales in the digital landscape. “In practical sessions led by major players and industry specialists, participants will discover how traditional retail can expand its reach, strengthen customer relationships and generate better results through online sales,” explains the manager. She adds that, throughout the three days of the trade show, the workshops will feature real-world experiences, best practices and digital market trends, helping participants explore new sales channels and keep pace with the new dynamics of retail.
Hands-On Experience
The main differentiator of the workshops is demonstrating, in practice, how live commerce works in practice. Through the initiative, retailers will learn the first steps, from product selection to the creation of effective scripts and the available platforms. “It is a valuable opportunity for those looking to strengthen their online presence and keep up with the new dynamics of retail,” highlights BFSHOW Head at NMB, Felipe Marchioni.
Highlighting Nuvemshop’s survey showing that only 8% of online retailers invested in live commerce in 2025, while 31% stated they intend to start using the strategy in 2026, Marchioni notes that the tool can bring competitive advantages for the footwear sector. “Brazilian e-commerce entered 2025 with its eighth consecutive year of growth, generating revenues of R$ 235 billion, 15% higher than in 2024 (ABComm). In this scenario, live commerce tools can represent an important competitive differentiator for the sector,” he emphasizes.
Interested participants can register free of charge (limited to 20 people per session) through the link. link.
Sessions at the BFSHOW Arena
In addition to the workshops, the BFSHOW program will feature sessions focused on retail trends and transformations, as well as a panel on the future of footwear and the growing marketplace trend. Among the topics scheduled are changes in communication, the increasing use of Artificial Intelligence tools in retail operations, fashion trends (Summer 2027 buying guide) and marketplace competitiveness strategies. The content program will be open to all BFSHOW attendees.
Check out the full schedule:
Live Commerce BFSHOW Workshops* (Street I – Booth I15):
May 18 (Monday)18/5 (Lunes)
10 a.m. – TikTok Shop – Live Shop in Practice: How to Use Live Streaming to Accelerate Your Business Growth
1 p.m. – Nós Somos Moda – Before Hitting Play: The Communication Strategy That Makes a Live Stream Sell
2 p.m. – Nós Somos Moda – How to Attract the Right Audience to Your Live Stream: Strategy and Execution in Practice
3:30 p.m. – Shopee – From Mobile to Cart: Scale Up to 10x with Shopee Live and Video
May 19 (Tuesday)
10 a.m. – TikTok Shop – Live Shop in Practice: How to Use Live Streaming to Accelerate Your Business Growth
1 p.m. – Nós Somos Moda – Before Hitting Play: The Communication Strategy That Makes a Live Stream Sell
2 p.m. – Nós Somos Moda – How to Attract the Right Audience to Your Live Stream: Strategy and Execution in Practice
3:30 p.m. – Shopee – From Mobile to Cart: Scale Up to 10x with Shopee Live and Video
May 20 (Wednesday)
10 a.m. – TikTok Shop – Live Shop in Practice: How to Use Live Streaming to Accelerate Your Business Growth
Each workshop will last approximately 40 to 60 minutes.
Sessions (BFSHOW Arena):
May 18 (Monday)18/5 (Lunes)
5 p.m. – Victoria Thomaz and Ana Luísa Ribeiro Martins
Footwear Consumers Have Changed. Does Your Company’s Communication Know That?
O consumidor de calçados mudou. A comunicação da sua empresa sabe disso?
5:30 p.m. – Chai Demarch
Entrepreneurship Is My Fashion – How to Build Real Profitability and Become a Market Reference
6 p.m. – Caio Camargo
Retail in the Age of AI: Operations Are the New Marketing
May 19 (Tuesday)
5 p.m. – Bruna Mayer
Summer 2027 Must-Haves
5:40 p.m. – Daniela Shinzato, Leila Carcagnoli, Bruna Matta and Marcella Bueno Marana, moderated by Viviane Vilella
Connecting the Future of Footwear with Brazil’s Leading Marketplaces
Conectando o futuro do calçado com os maiores marketplaces no Brasil
SERVICE
6th BFSHOW
Date: May 18-20, 2026
Time: May 18 and 19, from 9 a.m. to 7 p.m. | May 20, from 9 a.m. to 5 p.m.
Location: Distrito Anhembi, São Paulo, Brazil
More information and registration: www.bfshow.com.br www.bfshow.com.br.
