For a long time, the e-commerce purchase journey was treated as a relatively organized path: discovery, consideration, conversion . Each step in its place, with defined channels, clear metrics, and well-distributed responsibilities.

Live commerce fits into this model not to replace this logic, but to “mess it up” a bit (in a good way). It doesn’t respect such rigid boundaries. And perhaps that’s precisely where its greatest value lies.

Unlike other formats, live commerce doesn’t fit comfortably into a single stage of the customer journey . It spans distinct moments in the decision-making process and, for that very reason, is often analyzed in a limited way when the only criterion is immediate conversion .

The numbers show that the channel is no longer experimental. A survey by CNDL indicates that 31% of Brazilian consumers say they have already used live commerce as a shopping channel .

Meanwhile, the Brazilian live commerce market generated US$151.2 million in 2024 and is expected to reach US$488.3 million by 2030 , with an average annual growth of 21.9%, according to Grand View Horizon.

But what exactly does live commerce do within the buyer’s journey?

Live commerce is not just transforming how we communicate and sell, it’s redefining how we operate.

By transferring the purchase decision to a live, simultaneous, and highly responsive environment, it drastically shortens the interval between desire, confirmation, and delivery expectation.

This compression of time changes the role of logistics within e-commerce: from a structure prepared for continuous flow to an operation capable of responding to concentrated demand events.

Logistics as an extension of experience

Unlike traditional digital campaigns, where orders are spread over hours or days, live commerce generates waves of consumption that are almost instantaneous.

The audience watches together, decides together, and buys together. This creates more intense and less predictable operational peaks, requiring process flexibility, rapid resource mobilization, and the ability to scale order preparation without compromising accuracy or deadlines.

For those who grew up watching, buying live is natural.

This behavior becomes even more evident when we look at younger generations. According to EAE Business School, 71% of Generation Z spends about three hours a day consuming videos on platforms such as TikTok, YouTube, Twitch, and Instagram Reels .

For this audience, watching someone present, test, or comment on a product live is nothing new, but rather a native language .

It’s also important to keep in mind that the live commerce experience doesn’t end when the broadcast is over.

In fact, it is at this moment that logistics becomes the silent protagonist of the journey. The expectation created during the live event is immediate: the consumer does not perceive their purchase as part of a conventional flow, but as the result of an event to which they responded emotionally.

Any misalignment between what was promised live and what is delivered afterward (be it delays, unavailability, or communication failures) directly undermines the trust built during that connection.

Therefore, logistics becomes an extension of the brand experience. Meeting deadlines is no longer just about operational efficiency, but about consistency with what was presented live.

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Brazil has 4.4 million influencers on Instagram and already accounts for 10.2% of all creators on the platform worldwide , according to the State of Influencer Marketing 2026 report by HypeAuditor . This volume places the country in second position globally, behind only the United States, which leads with 5.2 million influencers and an 11.9% share.

In addition to the large number of profiles, the survey indicates a high level of activity. Brazil also ranks second in the number of posts made by influencers , accounting for 12.6% of all monitored posts. The United States comes in first place, with 26.2% of the posts, equivalent to 5.9 million pieces of content.

The study also points out that Brazil has the potential to reduce the gap with the United States in the coming years , driven by its population size and the penetration of social media. However, global leadership still depends on variables such as brand investment power , infrastructure, and advertising maturity, which remain more consolidated in the North American market.

The data reinforces Brazil’s role as one of the main hubs of the global creator economy , combining scale, engagement, and growing commercial maturity.

Engagement and commercial potential

According to Fabio Gonçalves, director of Brazilian and North American Talent at Viral Nation, Brazil’s prominence is linked to the population’s strong relationship with social media and the consolidation of influencer marketing as a source of income.

According to him, above-average global engagement is one of the country’s main differentiators, a factor that reinforces brands’ interest in campaigns with local creators . This movement, in the executive’s assessment, contributes to expanding the ecosystem and stimulating the professionalization of the activity.

Production structure and maturity

Despite ranking second in publication volume, the difference compared to the United States is still significant . According to Gonçalves, this is related to the distinct operating models. While the North American market has a more industrialized production structure, with larger teams and consolidated processes, Brazil maintains leaner operations, albeit with a high level of creativity and consistency.

Even so, the national landscape already shows progress towards professionalization. The report highlights that some Brazilian creators operate with editorial planning, personal branding strategy, and revenue diversification, moving closer to the model of media companies.

Given this context, Brazil has come to occupy a strategic position for global agencies and international brands. According to Viral Nation, the country is among the priority markets for expansion , with investments in data intelligence, talent development, and long-term partnerships.

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Amazon Brazil has announced Amazon Now , a delivery service with delivery times as short as 15 minutes that, for the first time in the country, includes fresh and frozen foods. The new service will be gradually available until March 9th in eligible neighborhoods of eight cities : São Paulo, Rio de Janeiro, Campinas, Curitiba, Fortaleza, Porto Alegre, Recife, and Belo Horizonte.

The service allows the purchase of fruits, vegetables, meats, dairy products, beverages, personal hygiene items, and cleaning products through the Amazon.com.br website and the Amazon Shopping app.

Free shipping for Prime members and separate checkout.

Eligible products display the “Amazon Now” label and have their own shopping cart and checkout process, separate from traditional orders on the platform. The idea is to allow for urgent purchases without mixing items with conventional deliveries.

Payment can be made by credit card or PIX (Brazilian instant payment system). Prime program members get free shipping. For other customers, the fee is R$ 5.49. As a launch promotion, there will be no service charge. An optional tip for the delivery person can also be added.

After completing the purchase, the customer receives a tracking link via WhatsApp, with an interactive map to follow the delivery in real time and a communication channel with the delivery person, without sharing personal data.

Entry into the ultra-fast segment

Amazon Now marks the company’s entry into the ultra-fast delivery segment in Brazil and expands its offering to categories that were previously unavailable, such as fresh and frozen foods.

According to Juliana Sztrajtman, president of Amazon Brazil, the service aims to meet emergency consumption needs. “Amazon Now expands our delivery options to serve customers who urgently need essential items ,” she stated. “We are bringing the trust and excellent service that our customers already know to ultra-fast deliveries.”

The company reported that it has more than 250 logistics centers in the country , with 100 more scheduled to open in 2025. The expansion of Amazon Now into new areas and categories will depend on consumer adoption.

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An Egyptian tour guide found himself in trouble with the law after he was caught drawing on the side of a 4,000-year-old pyramid. The strange incident reportedly occurred on February 22nd and came to light after a video of the unnamed man being confronted by a witness was posted online. “Today at Saqqara, near the Pyramid of Unas, I came across a man – a tour guide for Russian tourists – drawing on the pyramid with chalk,” explained the person who shared the footage, “when I politely told him that what he was doing was wrong, he asked me, ‘Are you serious?’ Honestly, I didn’t know how to respond.”

As one might imagine, the video of the tour guide’s audacious actions quickly went viral on Egyptian social media and prompted authorities to investigate the situation. Shortly thereafter, the man was identified and arrested for defacing the 4,000-year-old structure. In confessing to the crime, he explained that the “unforgivable mistake” came about because he was overcome with exuberance as it was his first day working as a tour guide in four years. Sadly, it turned out to be his last day on the job as he now faces a possible year in prison and a fine of around $15,000 if convicted for the vandalism.

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The Brazilian government has built a map to help commodity exporters comply with the European Union’s new regulation on deforestation-free products, or EUDR.

The country’s National Space Research Institute, INPE, created new technology to generate deforestation data in polygons of a half-hectare (1.2-acre) threshold — one of the EUDR requirements. Brazil’s official deforestation data for the Amazon comes from INPE’s satellite-based monitoring system, PRODES, which uses a one-hectare threshold. “It was the first time we did [this in] less than 1 hectare [2.5 acres],” Claudio Almeida, coordinator of INPE’s BiomasBR monitoring program, told Mongabay by phone.

The EUDR, when it comes into effect at the end of 2026 (delayed for the second year in a row), will require suppliers to provide geolocalized data and other documentation to prove that their products exported to the EU aren’t sourced from areas illegally deforested after Dec. 31, 2020. The legislation aims to address increasing claims of products imported into the EU being linked to illegal deforestation, including in the Amazon Rainforest, and will target seven commodities: soy, cattle, rubber, palm oil,coffee, cocoa and timber.

Graphic by Andrés Alegría/Mongabay.

PRODES’ annual deforestation rate refers to data from Aug. 1 from the previous year to July 31 in the following year, but INPE also used high resolution satellite imagery and developed new technology to produce deforestation data with the cutoff date required by EUDR, Almeida said.

December is the start of the Amazon rainy season, which poses challenges to track deforestation due to the high incidence of clouds. “It’s a period when it rains a lot, there are always a lot of clouds, so it’s very difficult to get good quality images,” Almeida said.

A front-end loader moves legal timber harvested from a managed forestry area for use in the Concrem Group’s wood factory in Paragominas, northern state of Para, Brazil. Paragominas has become a pioneering “Green City,” a model of sustainability with a new economic approach that has seen illegal deforestation virtually halted. Experts say the metamorphosis is the best hope for showing the 25 million people who live in the Amazon that the forest is worth more alive than dead. “Green City” plan aims to halt all illegal deforestation through a mix of enforcement, the creation of the Amazon’s only local environmental police force, and promotion of an economy that doesn’t rely on clearing jungle. Instead, the focus is on sustainable development, using managed forestry for a wood industry, and introducing modern farming techniques to increase production while using less land. Image by AP Photo/Andre Penner.

To tackle this, he added, INPE created a new tool, Brazil Data Cube (BDC), which captures all remote sensing images of a period to produce data sets that are processed and analyzed through a computational platform that uses artificial intelligence, machine learning and time series analysis of images. “With this BDC technology that creates these data cubes, I can select the best ones, because it takes one pixel from one image, another pixel from another, another pixel from another, and manages to assemble a scene that is as cloud-free as possible. With that, you can do mapping during a period when we normally wouldn’t be able to due to this cloud problem.”

However, as there were some areas still covered with clouds even after using BDC, he said, radar images were used to get accurate information. “One hundred percent of the territory — we didn’t just do it for the Amazon, we did it for all of Brazil — is mapped in December 2020 to comply with the European legislation.”

All in one place

INPE’s map was built per request of the agriculture ministry, which made it available for rural producers in late December 2025 through the platform Agro Brasil + Sustentável (Brazil Agro + Sustainable), aimed at integrating information from official databases of public and private institutions to generate traceable and reliable information on Brazil’s agricultural production’s sustainability in terms of socioenvironmental issues and governance.

Mongabay has previously reported about the agriculture industry’s pressure on the government to have official data they could rely on to comply with EUDR, which, in addition to proving there was no deforestation, requires that areas where commodities are produced are not linked to social, land or enslaved labor issues.

“We already had this desire, but we accelerated the construction of the platform and made the service available to users because of the EUDR. We needed to offer a public, universal, free tool to producers so that they could issue all the necessary documents for due diligence,” Lara Line Pereira de Souza, general coordinator of plant production at the agriculture ministry’s department of supply chains and geographical indications, told Mongabay in a video interview.

Clouds above the Amazon River, Brazil. Image by Powhusku via Flickr (CC BY-SA 2.0).

Souza noted there are various databases and initiatives from both the private and public sectors, including a traceability platform from the coffee industry and the IBAMA environmental agency’s databases of embargoed areas, but it lacked a single place to gather all this information at once.

“Our job here within the platform is simply to bring together these pieces of information from various excellent databases in one place, to provide this overview of the property’s situation, whether it be in the form of a rating or just a checklist to see if it meets the requirements or not,” she added.

Launched in 2024, the platform first made available information to be used by rural producers to comply with requirements of the local market, allowing the use of the information to apply for rural credit with lower rates, Souza said. “It’s an opportunity to show the market, whether domestic or foreign, the sustainability of our agricultural production.”

One of the sectors that requested the government provide official data to fulfill EUDR specifications was the vegetable oil industry: soy meal accounts for a third of Brazil exports, half of which go to Europe, according to the Brazilian Association of Vegetable Oil Industries (Abiove).

André Nassar, Abiove’s executive president, said most of the soy exporters “were ready” and many were even “discussing contracts,” as they had set new business structures to provide 100% traceability according to EUDR requirements, but they were “concerned” whether European authorities would accept the documentation they were submitting to prove that all the products they have purchased and processed complied with the law.

Highway BR-163 stretches between the Tapajos National Forest, left, and a soy field in Belterra, Para state, Brazil. Highway BR-163, built during the military dictatorship in the 1970s, connects areas of strong support for former President Jair Bolsonaro, who lost October’s election. Image by AP Photo/Leo Correa.

“The big issue that became key for us was proving legality,” Nasser told Mongabay by phone, citing dry runs showing that European authorities “often have their own interpretation of the documentation that must be presented to prove compliance with Brazilian law.”

“We support the platform, no question about it,” Nasser said. But he noted that he’s yet to check its functionality and compatibility to demonstrate the company’s fulfillment of all EUDR requirements. “And, of course, having the ministry of agriculture informing European countries that in Brazil, the platform is the tool endorsed by the Brazilian government.”

Banner image: Cattle stand near a wooded area smoldering in the Alvorada da Amazonia region in Novo Progresso, Para state. Leaders of the Group of Seven nations said Sunday they are preparing to help Brazil battle fires burning across the Amazon region and repair the damage as tens of thousands of soldiers got ready to join the fight against blazes that have caused global alarm. Image by AP Photo/Leo Correa.

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