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Kwai expands operations in Brazil with the launch of an e-commerce platform
With Kwai Shop, the company redefines e-commerce by integrating the engagement power of short videos with the digital shopping experience
Kwai, an app for creating and sharing short videos, takes another important step in its growth strategy in Brazil with the launch of Kwai Shop, its e-commerce platform. Since arriving in the country in 2019, Kuaishou, Kwai's parent company, has invested more than 7 billion reais in the Brazilian market. Now, the company aims to establish itself in the e-commerce sector by leveraging the short video format and offering a complete in-app shopping experience.
Kwai, an app for creating and sharing short videos, takes another important step in its growth strategy in Brazil with the launch of Kwai Shop, its e-commerce platform. Since arriving in the country in 2019, Kuaishou, Kwai's parent company, has invested more than 7 billion reais in the Brazilian market. Now, the company aims to establish itself in the e-commerce sector by leveraging the short video format and offering a complete in-app shopping experience.
Kwai Shop has been in testing since late 2023 and has shown significant growth in Brazil, with an 800% increase in daily purchase orders in 2024. Among the best-selling products are electronics, household items, and makeup, highlighting the diverse catalog available on the e-commerce platform. This result reinforces the platform’s role as a bridge between brands and consumers, integrating entertainment with the convenience of online shopping.
Success stories: Brazilian creators and brands in the spotlight
Casa Aconchegante, which joined Kwai Shop in December 2023, saw impressive growth of 318% in the last quarter. Offering products ranging from kitchen utensils to electronics, the store found an efficient way to connect with consumers across Brazil through the platform, selling items like portable fans and smartwatches.
Another success story is DAFU Shop Brasil, which joined the platform in March 2023 and recorded a 122% increase in sales in the last quarter. The shop offers a variety of items, from hairbrushes to electronics such as Bluetooth speakers and Smart TV boxes, showing the wide range of products available on Kwai Shop.
The Império Cosméticos store, focused on beauty products, started its activities on the marketplace in August 2023. Since then, the small business has seen its sales increase significantly, going from 40 orders per day to 800 orders - a growth of 4000%.
E-commerce experience in China boosts expectations for Brazil
The growth potential in Brazil is backed by Kuaishou's success in the Chinese e-commerce market, where the company is a leader. In the second quarter of 2024, Kuaishou's GMV (Gross Merchandise Volume) in China reached RMB 305.3 billion (approximately USD 42 billion), representing a 15% increase compared to the same period in 2023. Among the top sales categories during this period were clothing and shoes (GMV of RMB 13.1 billion), food and beverages (RMB 6.8 billion), beauty and skincare (RMB 6.3 billion), jewelry (RMB 4.3 billion), and home goods (RMB 3.0 billion).
This success was driven by the massive adoption of short videos as a primary sales tool, alongside a 50% increase in the average number of merchants on the platform in 2024. Companies like Audi, Tesla, Nike, Apple, Budweiser, Midea, and Florasis are among those betting on Kuaishou's e-commerce platform.
A success story from this model is Mingming, a content creator in China who uses Kwai Shop to sell products from her rural region. In a single live stream in August of this year, she generated more than RMB 11 million in sales (about 1.5 million dollars). Mingming has built a strong connection with her followers by sharing her passion for her homeland, and this trust and engagement are directly reflected in her sales.
This expertise in China offers a promising model for Kwai Shop's expansion in Brazil, where e-commerce is rapidly growing and increasingly integrated into digital consumer culture.
How Kwai Shop works
· Explore creator profiles or visit the Kwai Shop homepage to discover a wide variety of products.
· Add products to your shopping cart directly through live videos or seller pages on Kwai Shop.
· Track your orders: the platform allows real-time order tracking.
· Customer support: if you need help, Kwai Shop’s Help Center offers assistance and guidance throughout the entire shopping process.
Live Commerce: the power of live content in sales
Another unique feature available on Kwai Shop is Live Commerce, a format that combines entertainment and real-time shopping, offering an immersive experience for consumers and new sales channels for brands and small businesses. In October 2021, Kwai became the first social network to conduct livestream e-commerce in Brazil, and since then, the platform has been refining and expanding this feature.
Live Commerce, which already generates billions in China, is a strategic bet for Kwai Shop in Brazil. An example of its success can be seen during Black Friday 2023, when live streams on Kwai Shop generated over 4 million reais in sales, showcasing the power of this format.
In live commerce, fashion and technology entrepreneur Evelyn Marques is a standout on Kwai Shop. Living in China since 2015, Evelyn started her live commerce career in 2018 on Chinese platforms, leveraging her fashion background and experience with renowned brands in Brazil. She built her career in live commerce and, over the years, has accumulated more than 18,000 hours of live streaming and over 25 million reais in sales on Kwai alone, adapting successful Chinese strategies to the Brazilian market.
One of her highlights on Kwai Shop occurred in July 2024 when, in just a two-hour live stream, she sold over 260 pairs of sneakers from a Brazilian brand. The success was so significant that the factory had to dedicate 20 days to the production of the best-selling model to meet the demand.
SOURCE Kwai