Brazil Will Try Chinese Live Shopping on "Black Friday"

"Live shopping is still developing," Alvim said, "Magazine Luiza was the first company to sell retail products online. And it also had tried live broadcasting on YouTube.”

On the last Black Friday, Magazine Luiza tested live shopping with Brazil’s TV Globo. With near two hours’ interaction with the audience, they sold nearly 1,000,000 rolls of toilet paper, 400,000 batteries, 50,000 televisions and 75,000 mobile phones, according to the data.

Alvim was very excited and proud of the result. He couldn’t wait to learn more about how live shopping worked. He said, “China is at the forefront of innovation in many fields. E-commerce there is more advanced than any other countries.”

As a competitor of Magazine Luiza, B2W (owner of three retail companies: Americanas，Submarino and Shoptime)  has also begun testing the possibility of “live shopping” and will make its debut on Black Friday this year.

B2W will cooperate with Google to hold a three-hour online event hosted by Felipe Neto, who is an influencer with 40 million followers on YouTube. “There are also other surprises in the event, but I can’t tell you right now.” said Leonardo Rocha, executive director of Americanas.

 “There is already some sample data,” said Leonardo Rocha, “conversions of products displayed through live shopping is eight times as many as that of products not displayed, web views had increased ten times, and the length of customers' stay on the website has increased three times.”

For Rocha, Brazil has vast space to develop live shopping, as Brazil owns the highest percentage of online social media users in the world (80%), surpassing East Asia (74%). According to Hootsuite, Brazilians spent an average of 3 hours and 38 minutes on social media in the first half of 2020, ranking the third in the world.