These new concepts implemented in the world of digital marketing focus on the purchase of items, specifically personal care, fashion, and beauty products. This type of sales is becoming increasingly common within e-commerce for companies and virtual marketing platforms. The digitalization experienced after the Covid-19 health crisis created an acceleration and new avenues for commerce, giving rise to fresh, recently created concepts such as Social Commerce and Live Commerce. In China, the new trends center on Social Commerce, which specifically refers to purchasing through social media. Live Commerce refers to purchasing during live streams or video conferences. Both concepts seek the same objective: to reach their target audiences and activate or boost online sales. While in Chile, major brands have not yet fully integrated these concepts, the main platforms consumers use are Instagram and Facebook Marketplace, though not entirely legally. The social network Instagram has witnessed a growing boom in online stores, selling all kinds of items, accessories, clothing, beauty products, cleaning supplies, party favors, and school supplies. On these two platforms, there is no law that directly regulates e-commerce or sales through social media, with the exception of consumer protection laws, which are the closest thing to a set of guidelines. Social Commerce and Live Commerce in Chile The main sales platform in the country is Instagram. Most of the stores registered under a profile were created by small entrepreneurs who start out as amateurs, without having registered their business with the Internal Revenue Service. They also operate without a specific work schedule, so issuing receipts or any kind of warranty to the consumer is uncommon. Under these circumstances, their sales advertising methods are geared towards Social Commerce and Live Commerce, creating live videos to generate sales. Another tool they use, which is also not yet formally recognized as a job, is influencer marketing, which is usually paid for through in-kind exchanges or informal advertising payments. Most of these influencers target millennials and Generation Z. Therefore, Live Commerce and Social Commerce in Chile are present, but mostly among small businesses that use these options as a main pillar of their business plans to acquire new customers. It\'s worth noting that, unlike large companies, small businesses only have this channel to conduct their sales, lacking physical retail spaces.