6th edition of BFSHOW, The biggest footwear tradeshow in Latin America, introduced a new feature to the venue for those looking to sell more and better: live commerce workshops. This sales format, which enables instant product purchases during live-streamed broadcasts, has secured a strong foothold among Brazilian consumers. Brazil is already the second-largest market in the world for this type of commerce, according to a McKinsey study. live commerce. Essa modalidade de venda online, que permite a compra instantânea de produtos durante a realização de transmissões ao vivo, ganhou espaço cativo entre os consumidores brasileiros. O Brasil já é o segundo país do mundo nesse tipo de comércio, segundo pesquisa da McKinsey.
The “Live Commerce BFSHOW” space, sponsored by Sebrae Nacional, attracted visitors and retailers seeking techniques and tips to boost sales through online platforms. “Nós Somos Moda, Shopee, and TikTok are here hosting workshops to train small and micro-entrepreneurs and show them the importance of a digital presence. It’s no longer enough to simply have a neighborhood store. It is essential to use social media as sales tools as well. Taking part in BFSHOW reinforces Sebrae’s commitment to bringing small businesses closer to the most up-to-date practices in the market,” said Tamiris Pereira Aberani, Planning Analyst at Sebrae/SP.
Over the three days of the event, the program featured the talks “Live Shop in Practice: How to Use Live Streaming to Accelerate Your Business Growth,” by TikTok; “Before You Go Live: The Communication Strategy That Makes a Live Sell” and “How to Attract the Right Audience to Your Live: Strategy and Execution in Practice,” by Nós Somos Moda; and “From Mobile to Cart: Scale Up to 10x with Shopee Live and Video,” by Shopee.
The program kicked off with Ana Castro, Fashion Hunting and Growth Manager at TikTok. Highlighting the platform’s differentiators and the importance of live streaming, the specialist noted that 80% of the platform’s GMVGross Merchandise Volume comes from posted content. “Here, people come to hear what others have to say. TikTok is a discovery commerce platform. Products find people, not the other way around,” explained Ana, who also emphasized the importance of planning to reach the right audience and convert viewers into sales.
Having a clear strategy and effective communication were also key takeaways from the sessions led by Nós Somos Moda (NSM), which hosted two workshops and a talk with influencers. In “The Communication Strategy That Makes a Live Sell,” Victoria Thomaz, CEO of NSM, and Ana Luísa Ribeiro, Strategic Communication Manager, reinforced the importance of pre-live planning and shared valuable insights into audience behavior on these platforms.
Shopee, in turn, demonstrated in practice how to attract an audience. The company hosted real live footwear sales in the trade show’s dedicated space, while also showing how to use each of the tools available on the platform.
Platform specialists Ivo Júnior and Vitor Santos also presented internal data highlighting the marketplace’s impact for sellers: “One-third of the Brazilian population accesses Shopee monthly. It’s important to note that 90% of entrepreneurs are local sellers. Our products are domestic and have a direct impact on the country’s economy,” said Vitor.
“We’re just entering the marketplace space, and the workshops brought really valuable insights, such as how to use artificial intelligence and overcome objections, in addition to understanding and learning how to use platform tools like Shopee. I really loved BFSHOW’s initiative in offering these talks,” said Melissa Menezes, from Fortaleza, who owns two stores in the city. insights muito legais, como usar inteligência artificial ou superar objeções, além de conhecer e aprender a usar as ferramentas das plataformas como a Shopee. Eu adorei a iniciativa da BFSHOW em disponibilizar essas palestras”, afirmou Melissa Menezes, de Fortaleza, dona de duas lojas na cidade.
