LIVE: Superapps and live commerce cater to an increasingly aware audience

by compass

Since the covid-19 pandemic arrived in Brazil, e-commerce has become the main means of purchase. According to a survey by Ebit/Nielsen, which brings data to the online market, digital retail grew 41% in 2020 in the country. In addition, according to the study, 55.1% of purchases and sales were made through cell phones, and 95% of those who purchased something online intend to keep the habit, even though the restrictions to contain the spread of the virus are relaxed and the routine get back to normal.

Given this reality, super apps and live commerce are born to serve an increasingly active public, aware and interested in the convenience of being able to solve a large part of life on the same platform.

For Sérgio Saraiva, CEO of Rappi Brasil, one of the best known on-demand delivery platforms and which is at the forefront of the superapps race here, as it started to offer a flood of new tools, such as Rappi Pay, Rappi Travel , Rappi Bank and Rappi Turbo, the secret to retaining users is one: active listening and being obsessed with customer satisfaction.

“We have been betting on the concept of super apps since 2015. As we have operations in eight countries plus Brazil, we are always seeking to understand what consumers want. In the first half of 2020, we were focused on launching new products. In the last six months of the year, the intention was to improve the level of our service. In addition to being important to bring something different and innovative, having an efficient distribution channel and placing the customer at the center of the business, using artificial intelligence with data based on the individual behavior of people makes all the difference so that we can understand the customer and surprise him” , it says.

The Carrefour Group, Brazil’s largest food retailer, had to adapt to the limitations imposed by the pandemic to remain close to its customer and started to integrate different services and features in the same ecosystem, offering much more than just online market purchases .

The idea, according to Paulo Farroco, CIO of Carrefour Brasil, is to get closer and closer to the superapp concept. During the Live “Superapps, live commerce and online commerce trends”, promoted by Bússola, a strategic content platform on economy, business, politics and society of Exame and the FSB Group, he makes an important addendum: the digital consumer of today it is omnichannel, and retail needs to keep pace with industry changes.

“The profile of this consumer is no longer the same as before the pandemic. In addition to increasingly adhering to e-commerce and exploring all the functionalities of digital channels, it is more demanding, wanting more than just buying a product. He is also looking for purpose and experience.”

“To give you an idea, 75% of customers who use our application also go to physical stores and 20% of what they buy in our e-commerce, prefer to pick up the purchase in our drive-thru. It is necessary to understand customers, offer personalized services and products, creating functionalities and new products with purposes. If in the beginning the customer used e-commerce to protect himself from exposure to the virus, now he is looking for a unique journey, omnichannel, with its own identity, exclusive offers,” he says.

For Gabriel Reginatto, co-founder of Alive, the next big evolution of e-commerce is live commerce, which allows an online shopping experience that mixes interaction and entertainment, so that consumers interact live with influencers and sellers and can buy products directly during transmissions.

According to him, nowadays the consumer has an increasingly active and conscious posture and, by promoting direct interaction between the brand and the customer and generating content and entertainment, broadcasts can become a differential to attract more and more consumers.

“In the past, those who wanted to find something to buy would walk around shopping malls and enter stores without a specific objective. Now, this curation has moved to digital and e-commerce. Now, we see live commerce as a way to help consumers make decisions, since there is the interaction of experts talking live about the specifics of the products. There is a lot of interesting things in this new sales format and it will definitely be a differential going forward. E-commerces need to offer content creation and community management for a differentiated experience”, he says.

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