Ecommerce

AliExpress teams up with Brazil's OTA channels in a live shopping initiative

AliExpress is betting on a well-known formula of influencers and celebrities participating in a game show while announcing great deals on its 11th anniversary in Brazil

AliHouse's hosts. Photo: Courtesy/AliExpress
  • AliExpress will also host a competition between celebrities inspired by reality shows;
  • AliExpress is triggering other Brazilian e-commerce firms to mix commerce and entertainment in Brazil, as it already happens in China for years.

The e-commerce giant AliExpress is betting on a partnership with the two largest OTA (over-the-air) broadcasters in Brazil (except for the leader, Globo): Record and SBT.

The Chinese company launches this Monday the ‘AliHouse’, a house with items from the marketplace for sale with special promotions for Brazilians. It is part of AliExpress’ 11 years anniversary of operation in Brazil.

READ ALSO: Live commerce is here to stay. Brazil replicates China’s merger between e-commerce and entertainment

AliExpress will also host a competition between celebrities inspired by reality shows. The attraction will last all week and will air for the first time today, simultaneously on the TV Record and SBT channels.

As soon as the broadcast on TV is over, the competition follows on AliExpress’ YouTube and the two broadcasters YouTube’s channels, besides to AliExpress’ Instagram.

Betting on a well-known formula (influencers and celebrities participating in a game show while announcing great deals), AliExpress will have Sabrina Sato (Record) and Eliana (SBT) leading the program with artists Ceará, Carioca, Beto Hora, and Benja. The presenters will challenge the comedians Rodrigo Capella, Mhel Marrer, Marcelo Zangrandi, Pri Castelo Branco, Victor Sarro, and Cris Paiva, who are expected to perform various tests at AliHouse.

READ ALSO: AliExpress’ strategy to take e-commerce live streaming phenomenon to the world

Live shopping entertainment: AliExpress bet in Brazil

With discounts and a live show to attract the Brazilians’ attention, AliExpress is triggering other Brazilian e-commerce firms such as Magalu and B2W to market this mix of entertainment, commerce, and technology in live broadcast on TV and the Internet, just as it has been for years in China.

In the AliExpress competition, AliHouse will have five rooms with products for sale on AliExpress. Each product displayed in the house has a QR code that leads to the link where they can be purchased with discounts of up to 70%.

READ ALSO: Brazilian Black Friday 2020 records BRL 4 billion in sales in two days, 25% more than in 2019

Each day, two comedians will take part in a competition at AliHouse, in which they will need to use the products available for purchases in some missions.

But, while carrying out the tests, the items being purchased on the website will be removed from the room, and participants will need to find alternatives to complete their goal without them.

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