Jequiti: from entertainment to revenue with approval rising from 88% to 98%

Jequiti, one of the largest Brazilian cosmetics e-commerces, was born with a clear purpose: bringing joy to people. Whether on SBT, on national TV, or on live shows where giveaways and interaction happen in real time.

Being part of the Grupo Silvio Santos lets the brand combine television and live entertainment with digital. But behind that, there's a decisive question: is checkout ready to keep up with this frantic audience pace?

Jequiti's answer, before knowing Appmax, was no. The brand operated at 88% approval — and during peak audience moments like a live show, that isn't a detail, it's lost revenue.

99.6% approval and a new performance era

On the eve of the 18-year anniversary live, Jequiti made a bold call: switching its payment infrastructure to Appmax.

The live ran simultaneously on TV, TikTok, YouTube, Instagram and the app. A large-scale operation where everything has to work flawlessly — and it did: 3.4K orders approved in real time, with a 99.6% approval rate.

The live didn't just celebrate Jequiti's 18 years — it also marked a new performance era, with the approval rate jumping from 88% to 98%.

Showing that conversion isn't only about content, but about the infrastructure that supports the buying journey. And that growth requires courage and strategic vision, as Larissa Fontanani, Marketing Director at Jequiti, reinforces.

+R$ 657K in sales: Jequiti also delivers a show by going viral on TikTok

It all started with a video by influencer Renan Garbuio reviewing the Cebolinha perfume, from the Turma da Mônica line, that went viral. Jequiti went beyond the buzz: it acted fast, boosted the content, activated creators and scaled the campaign.

The fragrance had been in the portfolio since 2022, but only went viral for the first time in 2024, reaching 5 units sold per second — proof that virality has no set date, and when it happens, the operation needs to be ready for a sales spike.

That's where a robust payment structure plays a role — because it's not enough to attract, you need to convert. And on that, Appmax delivered a show in December 2025:

Jequiti Dashboard · December 2025

From entrepreneur to entrepreneur

From the joy on the live to the final click at checkout, everything needs to be as fluid as the moment that sparked the desire. Because, in the end, brilliant campaigns don't sustain businesses. Conversion requires technical foundations, and performance depends on structural decisions, as Rafael Lima, e-commerce Specialist at Jequiti, points out:

What Jequiti's case shows us is that the real competitive edge isn't only having a big audience, but sustaining that growth with technology, strategic clarity and a real commitment to execution.

There's no right time to go viral and no marked day for a product to become the most desired. But there's one certainty: when that moment comes, your operation needs to be ready.