According to data from the TikTok platform, from the 10.10 Mega Sale to the Black Friday period, live stream GMV surged by 143%, with total transaction value climbing 129%. Local brands have achieved remarkable growth through live streaming: beauty brand Mascavo sold over 6,000 units in its debut livestream, Ekasa saw a sharp rise in orders, and home brand MAAT Home recorded a single-day GMV exceeding 1.1 million Brazilian reais. Live commerce has become a new growth engine for brands in Brazil.
