Once only a fad in China, “live commerce” becomes trendy in Brazil

Brazil's Soma Group, owner of brands like Animale and Farm, launched its live commerce a year ago, when its stores were closed.

RIO DE JANEIRO, BRAZIL - In the fashion world, "live commerce," selling products in which people can ask questions and make the purchase online in real time, is nothing new. But with the Covid-19 pandemic, this shopping world "reality show" has spread its tentacles to related markets and also to some very different ones.

Currently, live commerce is popular in cosmetics, home decor and even cars.

The model has been imported from China, the cradle of live commerce, where it generated about US$200 billion in business in 2020. Research and Markets estimates that the global "social e-commerce" industry . . .

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