Attitudes towards live commerce in Brazil 2023

When queried about the factors driving their enthusiasm for live commerce, 44 percent of surveyed shoppers in Brazil cited their initiation into live streaming during the pandemic, which they had sustained thereafter. A comparable proportion of respondents expressed a preference for live streams featuring celebrities, while 27 percent also indicated an interest in those hosted by small brands.

在针对激发其对直播电商热情的因素进行询问时，巴西受访消费者中有44%表示，他们在疫情期间开始接触直播，并且此后持续参与。与此相当的比例的受访者表示偏好观看名人参与的直播，而27%的受访者还表示对由小型品牌举办的直播也表现出兴趣。