Marketplace Strategies: Live Commerce in Brazil

Giovanna Yukie Takagi; Ingrid De Matos Martins

DOI: 10.22167/2675-6528-202602961

Article derived from a Final Course Work (TCC), with content based on the student’s original work and adapted to the editorial format of the E&S Magazine with the support of the ResumeAI tool, an artificial intelligence solution developed by Instituto Pecege for textual synthesis and organization.

Abstract

Digital transformation has redefined marketing strategies and consumer-business interactions in e-commerce. In this context, live commerce has emerged as an innovative strategy in digital marketplaces, integrating entertainment, real-time interaction, and commercial transactions, influencing consumer perceptions and behavioral responses. The study analyzed the perception and engagement of Brazilian consumers regarding live commerce in digital marketplaces, investigating contextual and behavioral factors that impact the shopping experience and contribute to the creation of competitive advantage in digital retail. An exploratory quantitative approach was adopted, applying an online survey with 59 consumers who had already had contact with live commerce. Data collection occurred through a structured questionnaire, with multiple-choice questions and Likert scales, and the data were treated by descriptive statistics. The results indicated that live commerce positively impacted consumers, making the shopping experience more interactive, informative, and engaging, with emphasis on clear information, product evaluation, and promotions. Social elements, such as the presenter and real-time interaction, were relevant for engagement. However, barriers such as lack of time, information overload, and fear of counterfeit products limited broader adoption. It was concluded that live commerce has high strategic potential for digital marketplaces in Brazil, provided it focuses on credibility, objectivity, informational quality, and user experience, strengthening consumer relationships and generating competitive advantage.

Keywords: E-commerce; Consumer engagement; Shopping experience; Digital marketing.

1. Introduction

Digital transformation has driven significant changes in how consumers and businesses relate, especially in e-commerce (Purboyo et al., 2025). In recent years, the emergence of new technologies and the strengthening of social networks have given rise to more interactive, personalized, and consumer-experience-oriented business models (Xu et al., 2020).

In this context, marketplaces have assumed a central role, acting not only as intermediaries for buying and selling, but also as complex ecosystems for relationship, communication, and engagement (Liu et al., 2023; Purboyo et al., 2025). Among the most recent strategies adopted by these platforms, live commerce stands out.

Live commerce is an innovative format that combines entertainment, social interaction, and real-time transactions (Purboyo et al., 2025; Xu et al., 2020). Popularized in Asian countries and driven by the acceleration of digital technologies during the COVID-19 pandemic (Zhang et al., 2022; Purboyo et al., 2025), this model offers a more dynamic and engaging shopping experience, bringing consumers closer to digital influencers, brands, and sellers (Xu et al., 2020). On a global scale, the phenomenon presents growing relevance and is consolidating itself as a strategic trend for digital platforms and retailers (Purboyo et al., 2025).

To understand the success and dynamics of live commerce, the literature frequently uses the Stimulus-Organism-Response (S-O-R) framework (Mehrabian and Russell, 1974). This model is widely recognized as suitable for the e-commerce context (Xu et al., 2020; Zhang et al., 2022; Wu and Huang, 2023; Purboyo et al., 2025), explaining how external stimuli in the digital environment (S) activate internal consumer states (O), resulting in behavioral responses (R).

The main stimuli identified in live commerce include factors related to the content and atmosphere of the broadcast, such as the streamer’s attractiveness, who acts as an endorser of the product or brand. Parasocial interaction, characterized by the feeling of closeness and interpersonal bond with the presenter, and the quality of information, perceived by reliability and completeness, are also crucial. Furthermore, promotional and operational stimuli, such as incentives and logistical quality, play a significant role (Xu et al., 2020; Zhang et al., 2022).

These stimuli influence the consumer’s organism, affecting both cognitive and emotional aspects. The quality of information, for example, exerts a strong effect on cognitive assimilation, while parasocial interaction significantly impacts emotional arousal (Xu et al., 2020; Purboyo et al., 2025). Emotional arousal, in turn, can influence behavioral responses, such as hedonic consumption and social sharing (Xu et al., 2020).

One of the most relevant answers is impulse buying behavior, an unplanned decision motivated by a strong desire for immediate acquisition (Zhang et al., 2022). In this sense, perceived trust and value have a positive and significant impact on this behavior (Zhang et al., 2022). The model can also generate deep engagement, translated into social interactions such as likes, comments, and shares, which feed back into consumer interest and enhance new purchase intentions (Liu et al., 2023).

However, the expansion of live commerce is accompanied by challenges that can compromise its sustainability, such as the sale of counterfeit products, misleading reviews, and inadequate promotional practices (Purboyo et al., 2025; Zhao; Huo, 2023). In this scenario, trust management becomes a central element, requiring marketplaces to have efficient mechanisms for supervision, transparency, and quality control. To mitigate these risks, it is essential for e-commerce platforms to adopt robust monitoring strategies, sometimes with the participation of regulatory or independent supervisory entities (Zhao; Huo, 2023).

Despite the growing relevance of the topic, most scientific production focuses on Asian markets, especially China, and the United States (Purboyo et al., 2025; Xu et al., 2020; Liu et al., 2023). Consequently, there is still a limited understanding of how cultural and contextual factors influence the acceptance, adoption, and adaptation of live commerce in emerging markets, such as Brazil.

Given this scenario, this research project proposes to analyze consumer perception and engagement with live commerce in digital marketplaces, investigating contextual and behavioral factors related to the shopping experience and the generation of competitive advantage in the context of the digital transformation of Brazilian retail.

2. Material and Methods

This study was characterized as an exploratory research, aiming to broaden the understanding of consumer perception and engagement regarding live commerce in digital marketplaces (Gil, 2010). The choice for this nature of research was justified by the need to deepen knowledge about a recent, dynamic, and still little-explored phenomenon in national studies, especially in the Brazilian context, where its consolidation is in its initial stage.

Regarding the methodological approach, a quantitative perspective was adopted, conducted through a field survey, known as a survey, applied in a digital environment. The target audience of the research was composed of consumers of digital marketplaces who had already had prior contact with sales live streams, this being the eligibility criterion for participation in the main analyses of the study.

The sampling used was non-probabilistic convenience sampling, composed of participants selected in an accessible and voluntary manner. This procedure is widely employed in exploratory research, particularly when seeking initial insights into contemporary and under-researched phenomena (Rosa, 2023). Efforts were made to include different consumer profiles regarding age group, education level, income, and online shopping frequency, although statistical generalization to the total Brazilian consumer population is limited by this approach.

The data collection instrument consisted of a structured questionnaire, designed to be applied online. The questionnaire was divided into thematic blocks, starting with demographic data for sample characterization, followed by a filter block to ensure participant eligibility. Subsequently, questions were addressed regarding the frequency of purchases in digital marketplaces.

The subsequent blocks of the questionnaire were dedicated to the evaluation of experience with sales live streams, engagement and trust in the shopping experience, and purchasing behavior and value perception. The questions were formulated in a multiple-choice format and five-point Likert-type scales, ranging from “totally disagree” to “totally agree”, allowing for the measurement of the intensity of respondents’ perceptions.

Specifically, the questionnaire sought to investigate dimensions related to consumer engagement, perceived value, purchase drivers, user experience, and repurchase intention. Aspects of trust in the live commerce format and the intention of continued use were also addressed, aligning with the objectives proposed by the study.

Data collection was carried out through the Google Forms platform, with the questionnaire disseminated across various digital channels. To reach potential participants, social media, email, and online groups were utilized. During the collection period, 110 responses were obtained, of which 59 were considered valid for the specific analyses, corresponding to participants who declared they had already watched sales live streams on digital marketplaces.

The remaining responses were excluded from the analyses for not meeting the previously established eligibility criterion. This screening process ensured that only data from consumers with direct experience in live commerce were considered, focusing on the relevance of the perceptions to the phenomenon studied.

After collection, the data were organized, processed, and analyzed using descriptive statistics. Indicators such as absolute and relative frequencies, means, and response distributions were used to identify predominant behavioral patterns and perceptions among respondents (Turrioni and Mello, 2012; Godoy, 1995). Inferential statistical analyses were not employed, maintaining the focus on data description.

Regarding ethical considerations, the research was conducted with the guarantee of participant anonymity. The collected responses were used exclusively for academic purposes, as explained in the implicit consent form presented at the beginning of the questionnaire. No data was collected that would allow for the individual identification of respondents, ensuring the confidentiality of the information.

3. Results and Discussion

The analysis of the collected data revealed important insights into Brazilian consumers’ perception and engagement with live commerce on digital marketplaces. Of the 110 responses obtained from the online questionnaire, 59 participants were considered valid, as they declared having already watched sales live streams on digital marketplaces. This figure, representing 53.6% of the total sample, suggests that although live commerce is on the rise, its penetration is not yet universal among digital consumers in Brazil. This finding corroborates the literature that points to a gradual adoption in Western and emerging markets, in contrast to the consolidation observed in Asian markets (Purboyo et al., 2025; Liu et al., 2023).

The demographic profile of valid respondents indicated a predominance of individuals in the 25 to 34 age group, with 41 participants in this category. The sample was also characterized by a majority of the female gender, a high level of education, and family income concentrated in intermediate and higher brackets. This profile suggests that participants have greater technological familiarity and digital insertion, characteristics that are often associated with the adoption of new online consumption formats. Digitally connected consumers tend to value interactive and personalized experiences on digital platforms (Kotler, Kartajaya, and Setiawan, 2021).

The frequency of purchases in digital marketplaces among participants was mostly monthly, occasional, or weekly, evidencing a consolidated familiarity with e-commerce. This habituation to the digital environment is relevant, as it provides consumers with a comparative repertoire to evaluate different online shopping formats. Digital marketing literature reinforces that trust, perceived convenience, and familiarity with electronic platforms positively influence the adoption of new digital channels (Chaffey and Ellis-Chadwick, 2019), which validates the methodological adequacy of the sample for the study’s objectives.

Regarding the positive stimuli perceived in live commerce, the results demonstrated a high level of agreement with statements related to its practical utility. It was found that 51 participants agreed that the live stream helps in understanding the product, and 50 agreed that promotions increase the desire to buy. This data indicates the simultaneous relevance of informational and promotional stimuli. Respondents also agreed that the format adds value to the shopping experience, allows for better product evaluation during the broadcast, and offers clear and detailed information, suggesting a perception of functional advantage that reduces uncertainties and broadens interest in purchasing.

These findings are in line with the literature, which highlights the quality of information as a determining factor for increasing perceived trust and purchase intention in sales live streams (Zhang et al., 2022). Xu et al. (2020) complement this perspective, arguing that live demonstrations contribute to reducing informational asymmetry, a common challenge in traditional e-commerce, and favor consumer cognitive assimilation, making the purchase decision more informed and secure.

The presenter’s role also proved crucial, with the results showing agreement regarding their ability to generate interest in products and the perception of charisma and engagement during broadcasts. Furthermore, a significant portion of the sample stated that real-time interaction increased engagement with the live stream. These points reinforce the relevance of human and social elements in live commerce, which contribute to a more engaging and interactive experience, differentiating it from traditional e-commerce.

Parasocial interaction, defined as the psychological bond between viewer and presenter, generating closeness and trust, is a central element in this context. In digital environments, this connection can partially replace the in-person interaction of physical retail (Xu et al., 2020). Social media have transformed passive consumers into active participants, valuing bidirectional and immediate interactions. Live commerce, by incorporating sociability, entertainment, and real-time participation, stimulates instant comments, questions, and reviews, factors that increase engagement and purchase intention (Xu et al., 2020; Liu et al., 2023).

However, the presence of neutral responses regarding engagement with social interaction suggests that this effect is not homogeneous among all consumers. A portion of the audience may prioritize practicality and objectivity, showing less interest in intense social interaction during the purchasing process. This nuance indicates that, although interaction is a differential, the live commerce experience must balance the social aspect with the efficiency and clarity of information, catering to different consumer profiles.

The internal states generated by the live commerce experience were perceived moderately positively. It was observed that 47 participants agreed that the format allows for a better product evaluation, and 37 agreed that it increases confidence in making purchasing decisions. These findings indicate that the informational and visual stimuli of the broadcasts generate positive cognitive responses, strengthening the perceived security during the purchase and contributing to reducing uncertainties common in traditional e-commerce.

Part of the respondents also felt more involved with the shopping experience when watching live streams and considered the format more dynamic than traditional online shopping. Such perceptions suggest an emotional activation and greater immersion in the experience, elements that align with the hedonic dimension of digital consumption. However, the detailed analysis revealed an asymmetry: while the informational utility of live commerce was perceived more uniformly, emotional and social engagement was not experienced by all consumers.

This difference can be explained by the early stage of live commerce adoption in Brazil, where consumers may not yet have developed the parasocial bond with the presenters, which tends to intensify emotional involvement (Liu et al., 2023; Xu et al., 2020; Purboyo et al., 2025). In other words, although the format is recognized as functionally superior to traditional descriptions, the affective engagement frequently described in Asian literature is not yet a universal experience among Brazilian consumers.

In terms of behavioral responses, the most expressive were the intention to continue buying through live commerce, with 34 agreements, and the recommendation of the experience to others, with 37 agreements. These results suggest satisfaction and a potential for continued use, indicating acceptance of the format and potential loyalty to the channel. Live commerce was also perceived as a resource that adds value to the shopping experience in digital marketplaces, with 49 agreements, and generated confidence in the information presented during the live streams, with 46 agreements.

Regarding impulse purchases, the study registered more moderate levels, with 25 agreements. Although some respondents made unplanned purchases during live streams, this behavior was not predominant. This result partially diverges from Zhang et al. (2022), who identified a strong relationship between live commerce and purchase impulsivity, attributed to factors such as promotional urgency and temporary scarcity. The lower impulsivity observed in this research may be attributed to the sample characteristics, composed of individuals with higher educational levels and stable income, factors often associated with more rational consumption decisions (Solomon, 2020).

Despite the positive aspects, significant barriers were identified that hinder participation or purchase in live sales. Lack of time was the main difficulty, indicated by 31 respondents, followed by information overload during the broadcast, mentioned by 22 participants, and the fear of counterfeit products, pointed out by 16 respondents. Four respondents stated they saw no advantages in the format, suggesting resistance or low perceived value from a portion of the sample.

The lack of time, as a barrier, highlights the importance of attention economy, where consumer time and focus are scarce resources in highly competitive digital environments. Long, unfocused, or excessively promotional live streams tend to reduce audience interest. The fear of counterfeit products, in turn, reinforces the centrality of trust in the online environment, requiring platforms to have efficient mechanisms for supervision, transparency, and quality control to mitigate risks and ensure the sustainability of live commerce (Zhao; Huo, 2022).

In contrast, 10 respondents stated they had no difficulties regarding live commerce, indicating that, for a portion of consumers, the format already presents itself as an accessible and satisfactory practice. These results demonstrate that, although relevant barriers to adoption exist, there are also signs of acceptance and familiarity with this digital shopping modality in Brazil. The live commerce experience, therefore, has impacted Brazilian consumers predominantly positively, making shopping more interactive, informative, and engaging, with emphasis on the clarity of information, the ease of product evaluation, and the offering of attractive promotions, adding value to the digital shopping journey.

4. Conclusion

This study analyzed the perception and engagement of Brazilian consumers regarding live commerce in digital marketplaces, investigating contextual and behavioral factors that impact the shopping experience and contribute to the creation of competitive advantage in digital retail. It was found that live commerce positively impacted consumers, making the shopping experience more interactive, informative, and engaging. The main findings indicated that clarity of information, ease of product evaluation, and the offering of attractive promotions add value to the purchase journey. It was also observed that social elements, such as the presenter’s figure and real-time interaction, were relevant for engagement, differentiating the format from traditional e-commerce. However, it was identified that barriers such as lack of time, information overload during broadcasts, and fear of counterfeit products limited broader adoption. Despite lower purchase impulsivity than Asian literature suggests, consumers showed an intention to continue using live commerce and to recommend it, recognizing its functional potential. It is concluded that live commerce has high strategic potential for digital marketplaces in Brazil, contributing to strengthening customer relationships and generating competitive advantage, provided it is structured with a focus on credibility, objectivity, informational quality, and user experience.

Among the research limitations, the use of non-probabilistic convenience sampling stood out, which restricts the statistical generalization of the results to the total population of Brazilian consumers. The predominance of young respondents, with higher education and female gender, should also be considered in the interpretation of the observed perceptions, as it reflects the specific composition of the sample. Additionally, the data were obtained by self-report, being subject to the individual subjectivity of the participants. For future research, it is recommended to expand and diversify the sample, including different regions of the country and distinct socioeconomic profiles. It is also suggested to conduct comparative studies between digital platforms, product categories, and presenter profiles, as well as qualitative investigations that deepen emotional and behavioral aspects related to consumption in sales live streams.

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Article originating from the Final Course Work of Specialization in Digital Business from the MBA USP/Esalq

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