While the short-video format is already familiar to everyone, live commerce is still one of the biggest surprises of TikTok Shop's first year in Brazil: the live-selling format grew 161 times in the period (source: E-commerce Planet), a jump well above even the platform's overall growth, which was already 102 times in average daily GMV (source: TikTok Newsroom).
The reason for this performance lies in the nature of the format. A live stream lets you show the product in use, answer questions in real time, create a sense of urgency with limited-time offers and generate instant social proof — when the viewer sees other people buying live, it reduces purchase hesitation in a way a recorded video cannot replicate the same way.
For those who sell or partner with creators, this opens a line of work that goes beyond the traditional short video. Creators who do sales lives frequently tend to develop a more engaged audience that is more prone to impulse buying — which also means that, when choosing a partnership, it is worth looking not only at how many followers a creator has, but whether they already have a history of sales generated via live, not just via recorded video.
A practical point for those starting to test live commerce: choose products with good visual demonstration (something better explained by showing than describing), have stock ready for order spikes during and right after the live, and negotiate with creators who have already generated proven revenue in previous lives — instead of betting on someone who has never done this format.
Find out on Vellum Lens which creators already generate the most revenue to identify who has the right profile to sell your product live.
