# Live commerce guide: how to plan, sell and measure

> Running one selling live is easy. The hard part is keeping an operation that repeats every week, with the right stock, organized payments and numbers to make decisions. This guide splits the topic into four parts: format, catalog, routine and metrics.

Original page: https://golivecommerce.com.br/en/blog/live-commerce-guide
Updated: 2026-10-16
Summary: How to structure a live commerce operation: live formats, catalog, calendar, the after-live routine and the metrics that actually help you make decisions.

## Pick a live format and repeat it

Before talking about tools, define what your live is. Three formats come up most often among stores that sell on Instagram:

- **Launch or collection:** you present new arrivals and the audience buys on the spot. Needs more promotion beforehand.
- **Deals or clearance:** a few items, a special price, clear urgency. Needs tight stock control.
- **Live personal shopping:** the audience picks what they want to see, you try it on, show details and answer questions. Needs pace and warmth.

Picking one format and sticking with it for a few weeks lets you compare one live to the next. Changing everything every broadcast makes the numbers useless.

## Build the live's catalog

The live's catalog is the list of products you'll present, with stock, price and code. A few practical rules:

- Bring fewer products than seems necessary. A few items presented well sell better than many mentioned in a rush.
- Use short, unambiguous codes, and avoid codes that get mixed up (for example 1 and 01).
- Add nicknames, so someone who writes “blusa rosa” (“pink blouse”) and someone who writes “camiseta rosa” (“pink tee”) order the same item.
- Check physical stock first. Selling something you don't have costs more than losing a sale.

Automatic [stock reservation](https://golivecommerce.com.br/en/glossary#reserva-de-estoque) keeps two people from taking the same item and creates a [waitlist](https://golivecommerce.com.br/en/glossary#fila-de-espera) for the overflow.

## Build a before, during and after routine

### Before

Announce the date and time, check the catalog and run a test comment. The detailed list is in the [pre-live checklist](https://golivecommerce.com.br/en/blog/pre-live-checklist).

### During

Show one product at a time, say the code and price more than once, and announce the payment deadline and when stock is running low. If someone can watch the dashboard while you present, even better: that person answers questions and checks orders.

### After

Remind anyone who hasn't paid before the reservation expires, answer the waitlist and write down what worked. It's the most forgotten step and the one that recovers the most sales. Find ideas in [how to reduce abandoned carts in lives](https://golivecommerce.com.br/en/blog/reduce-abandoned-carts-in-lives).

## Measure what helps you decide

You don't need a huge dashboard. Start with these numbers, per live:

| Metric | How to calculate | What it shows |
|---|---|---|
| Orders created | Number of orders started from comments | The interest the live generated |
| Orders paid | Number of orders with a confirmed PIX | What actually became a sale |
| Payment rate | Paid divided by created | How much of the interest converted |
| Average order value | Revenue divided by paid orders | Whether bundles and free shipping are working |
| Most-ordered products | Items ranked by quantity | What to repeat and what to cut |

Compare lives of the same format. A low payment rate usually points to the reservation deadline, the link, shipping or communication, not the product. Terms like [conversion rate](https://golivecommerce.com.br/en/glossary#taxa-de-conversao) and [average order value](https://golivecommerce.com.br/en/glossary#ticket-medio) are in the glossary.

## Where a platform helps (and where it doesn't)

A platform like GoLiveCommerce automates the repetitive part: reading comments, reserving stock, sending the link by DM, collecting payment with PIX and showing the numbers. It doesn't pick the product, run the live or guarantee results. See the [step by step](https://golivecommerce.com.br/en/how-it-works) and the [features](https://golivecommerce.com.br/en/features).

## Frequently asked questions

### How many products should I show in a live?

There's no right number, but a few items presented well are usually easier to sell and to control. Start with a short list, watch the live's numbers and adjust in the next ones.

### Do I need a lot of followers to do live commerce?

There's no set minimum. What matters is having an audience that's interested in what you sell and willing to buy during the broadcast. Start with a few lives to measure how your audience responds.

## See also

- [Instagram live commerce: the complete guide](https://golivecommerce.com.br/en/instagram-live-commerce)
- [Checklist before your selling live](https://golivecommerce.com.br/en/blog/pre-live-checklist)
- [Live commerce glossary](https://golivecommerce.com.br/en/glossary)
- [How GoLiveCommerce works | From comment to delivery](https://golivecommerce.com.br/en/how-it-works)

Contact: contato@golivecommerce.com.br