TEC-DO 2.0: Uma operação, muitos desafios
At TEC-DO 2.0, I managed approximately 20 Live Commerce studios, working with brands across different segments: fashion, beauty, technology, gaming, home & kitchen, audio, smartphones, creator products, toys, personal care, drones, and many others.
This variety constantly challenged me to recognize that no operation could be managed in the same way.
02 | The Product Changes. So Does the Audience.
Each category has a different purchasing behavior, and this completely changes the way a live stream should be conducted.
A fashion live, for example, can be simple in terms of product presentation: showcase the pieces, try them on, comment on the details, and most importantly, build a close relationship with the people watching. Our focus, then, is on creating a beautiful, cozy live stream with a friendly, welcoming energy that makes the audience feel connected.
A technology live, on the other hand, requires much more demonstration and authority. Consumers want to understand the product, see its features in action, and feel confident before making a purchase.
03 | The Dynamic Starts With the Audience
I adapted each operation by considering not only what was being sold, but also who was on the other side of the screen.
This directly influenced:
the energy of the live • the language • the pace • the level of interaction • the depth of product demonstrations • the host profile • the way offers were presented
The same approach could generate completely different results when applied to a different audience.
04 | The Host as a Strategy
The host was not simply the person who “talked about the product.”
I focused on aligning the host’s profile with the specific needs of each operation.
Some live streams required energy and spontaneity. Others needed relatability and the ability to build a connection with the audience. For technical products, authority and the ability to explain things clearly were essential.
The goal was to find the right balance between who is presenting, what is being sold, and who is watching.
05 | Strategy → Execution → Optimization
My work connected all of these variables within the operation.
Understand the product → know the audience → define the dynamics → align the host → execute the live → analyze behavior → test → optimize.
More than simply operating livestreams, my role was to build a different shopping experience for each type of product and consumer.
This constant adaptation made it possible to work with dozens of operations and completely different categories within the same Live Commerce structure.
Here are the main brands I have coordinated
