Live Shopping Can Lead to Conversion Rate Average of 10%: GoJiraf

Q: What market needs led to the creation of GoJiraf, and how has the company evolved since then?

A: We originally started as a user-generated content (UGC) platform. In 2019, following our observations of the Chinese market, we decided to take monetization beyond just content; we wanted to enable transactions through a platform. At the time, live shopping in China accounted for about 20% of online e-commerce sales.

In 2020, when COVID-19 hit, we made a full switch. We shut down our user-content platform and focused entirely on live shopping. We were likely the first live shopping company in Latin America, working across the region from Mexico to Argentina. We are no longer just a live shopping company; we are a video commerce company. We incorporate video in all its formats: live, long-form, pre-recorded, short-form, and shoppable videos. Our approach integrates video with social media engagement features into e-commerce platforms.

Q: How have consumer behavior trends evolved in Latin America to support this shift?

A: Latin America has strong numbers for this type of platform due to its technological adoption. While China leads globally, among Western markets, including the European Union and the United States, Latin America has the highest potential for video commerce.

In the region, technological advances often create leapfrog effects. E-commerce adoption in Latin America is accelerating because people spend an average of 45 minutes to an hour daily on social media, where they are already accustomed to engaging with video content. Latin America has one of the highest social media screen-time averages globally, making it a fertile ground for video commerce.

Q: What key considerations should companies take into account when adopting video commerce?

A: Consumers want authentic experiences. They want real people to tell them about the product — how it works, what does not work, and whether it suits them. To achieve this, content needs to be organic and unscripted, not overproduced. Since 90% of traffic is mobile, content must be shot vertically and designed for a mobile-first experience. When brands use long camera shots and studio setups, the experience feels unnatural and unengaging on a smartphone.

GoJiraf has a 10% cross-category average conversion rate, which is five times higher than traditional e-commerce due to higher engagement metrics. The average session duration on our platform is 12 minutes, which is unheard of in other digital spaces. On social media, users swipe through content in seconds, but with video commerce, they stay engaged. They learn about products, interact with experts via chat, and enjoy an entertaining experience.

Q: How do live shopping experiences ensure a smooth and personalized consumer journey that fosters brand loyalty?

A: The most effective format globally and in Latin America is "One-to-Many": large-scale events that attract significant audiences and maximize ROI. Personalization starts from the invitation. For example, L'Oréal might invite exclusive customers to a masterclass featuring an influencer and a skincare expert who demonstrate how to use products. These events blend exclusivity, relevant content, and special offers to drive engagement and retention.

Brands use different live shopping formats for awareness, loyalty, or direct sales, structuring content accordingly.

Q: Given the extensive consumer interaction in these events, what insights can brands gather with GoJiraf?

A: The advantage of using a platform like GoJiraf within a brand’s ecosystem is that the brand owns all its data. On platforms like Instagram or TikTok, the platform owns the audience and engagement data. In contrast, hosting live shopping on a brand’s site gives them first-party data and full customer insights.

Key metrics include information on who enters the event, time spent in the session, products viewed and clicked, chat interactions and questions, engagement, and more.

Q: What are your expectations for the growth of the video commerce sector?

A: It depends on the region. For example, TikTok Shop has already surpassed Shein, Sephora, and Home Shopping TV in sales since 3Q24. With its recent entry into Mexico, its growth will be exponential. Live shopping, on TikTok Shop, Facebook, Instagram, and platforms like ours, is growing rapidly. We expect video commerce to account for about 6%-7% of total e-commerce sales by 2026.

Q: How can small brands truly compete with larger companies using live shopping?

A: Competition will depend on audience growth and engagement. With high levels of interaction and conversion rates, a small business can become a relevant player — not just for their own products, but as a channel for other brands as well.

Our platform has an average conversion rate of 10% across all categories, with specific events surpassing 30%. The best-performing sectors are beauty and personal care with a 14% conversion rate, consumer electronics with a 5.2% conversion rate, and fashion with a 4% conversion rate. In every category, live shopping delivers at least double the conversion rate of traditional e-commerce. Session times are also significantly higher — users spend an average of 12 minutes per session, engaging with content, asking questions, and interacting in ways that static e-commerce cannot match.

Q: How can live shopping improve operational efficiency for retailers?

A: The key benefit of live shopping is the elimination of the friction caused by physical shopping. Customers no longer need to visit a store, deal with transportation, parking, or long commutes — especially in cities like Mexico City, where travel times can be extensive. Live shopping replicates the in-store experience virtually, providing real-time interaction and explanations, while making the process more efficient for both businesses and consumers.

Q: What are the next steps for GoJiraf in Latin America?

A: We have teams in Argentina, Brazil, and Mexico, and plan to expand our presence in Colombia and other Latin American markets. Our goal is to become the regional leader, leveraging our deep understanding of local cultures and consumer behavior. Many global competitors struggle to adapt their solutions to Latin America’s diverse landscape, but our platform is designed by Latinos for Latinos, which gives us a strategic advantage.

Our main focus for 2025 is solidifying our leadership in Mexico while continuing our expansion across the region. We believe that, with increasing awareness and adoption, live shopping will become a fundamental part of retail strategies in Latin America.

GoJiraf is a Latin American live shopping platform that boosts user engagement and conversion.