Social Commerce and Live Commerce in Chile

Both concepts have become a trend in China

These new concepts implemented in the world of digital marketing, point to the purchase of items, specifically personal care, fashion and beauty. This type of sales begins to become common within e-commerce in companies and virtual marketing platforms.

The digitalization experienced after the Covid-19 health crisis created an acceleration and new avenues for commerce, causing fresh concepts, recently created such as Social Commerce or Live Commerce.

In China, the new trends focus on Social Commerce, which specifically refers to buying through social networks. As well as the Live Commerce referred to the purchase during the transmission of lives or video conferences. Both concepts seek the same goal: get closer to their audiences and activate or boost sales online.

Although in Chile the big brands have not yet fully integrated these concepts, the main platform on which consumers browse is Instagram and Facebook Marketplace, but not entirely legal. The social network Instagram has witnessed a growing boom in online stores, with sales of all kinds of objects, accessories, clothing, beauty products, cleaning supplies, party favors, school supplies.

In these two platforms, there is no law that directly regulates e-commerce or sales through social networks, with the exception of the consumer law, which is the closest thing to parameters to be governed by.

Social Commerce and Live Commerce in Chile

The main sales platform in the country is Instagram. Most of the stores registered under a profile were created by small entrepreneurs who start in an "amateur" way, without having started activities in the Internal Revenue Service. They also work without a specific working day, so the delivery of tickets or some guarantee to the consumer is not frequent.

Under these parameters, the way to advertise your sales is directed to Social Commerce and Live Commerce, creating live videos to acquire sales. Another of the tools they use, and which is also not yet registered as a formal job, are the links with influencers, which are usually paid with exchanges or informal advertising payments. Most of these audiences target millennials and Gen Z.

Therefore, Live Commerce and Social Commerce in Chile can be perceived but mainly from small companies that use these options as the main column in their business plans to achieve their business acquisitions. It should be noted that, unlike large companies, small ones only have this channel to exercise their sales, not having physical spaces.