Case Study: verbLIVE

How Verb Technology built a scalable, interactive livestream commerce platform.

Client Overview

Verb Technology Company, Inc. (NASDAQ: VERB) is a U.S.-based SaaS company specializing in interactive video, livestream selling, and CRM-driven sales tools. Headquartered in Las Vegas, VERB develops solutions designed to help enterprises, direct sellers, and independent business owners transform online engagement into measurable sales activity.

The company’s portfolio has included verbCRM, verbTEAMS, and flagship interactive video offerings like verbLIVE and later MARKET.live, positioning VERB at the intersection of video commerce and sales enablement technology.

With the launch of verbLIVE, VERB introduced a shoppable livestream video platform that allowed sales teams, enterprises, and small businesses to host interactive live sessions with clickable in-video calls-to-action—enabling viewers to purchase products, schedule meetings, or download content in real time. Designed as a browser-based and mobile-friendly solution, verbLIVE extended VERB’s mission to deliver data-driven, frictionless sales engagement tools.

The Challenge

When VERB set out to build verbLIVE, the company was entering a rapidly evolving market where video conferencing and livestream platforms had become essential for remote work, direct selling, and digital commerce. However, most existing solutions—such as Zoom or YouTube Live—were designed for communication or broadcasting, not for transactional, shoppable engagement.

VERB’s leadership recognized an opportunity: combine real-time video streaming with interactive, in-video calls-to-action and CRM integration to give sales teams a tool that could convert conversations into measurable revenue.

Key challenges included:

Frictionless access: Building a browser-based livestream experience that required no downloads, while maintaining stability across devices and networks.
Interactive video commerce: Embedding clickable calls-to-action (buy, book, download) directly into the video stream without disrupting the viewing experience.
Data and CRM integration: Ensuring every viewer interaction synced seamlessly with Salesforce CRM so enterprise clients could track, analyze, and act on sales data.
Scalable video infrastructure: Delivering low-latency, high-quality video at scale, first with a WebRTC stack hosted on AWS (Janus) and later migrating to Agora for improved performance.
Market timing: Launching quickly during the COVID-19 pandemic, when demand for remote selling and digital engagement was surging, and competitive platforms were rapidly expanding.

Our Approach

To help VERB bring verbLIVE from concept to market, we focused on building a robust, scalable, and interactive streaming platform that would deliver both a seamless user experience and enterprise-grade reliability.

Our approach combined technical innovation with business alignment:

Multi-platform development: Designed and developed a Flutter mobile app for iOS and Android alongside an interactive web interface, ensuring frictionless access across devices.
Video infrastructure: Implemented real-time video streaming with WebRTC on AWS using Janus, and later facilitated migration to Agora for enhanced scalability, latency reduction, and global reliability.
Interactive commerce features: Engineered clickable, in-video calls-to-action (buy, schedule, download) that worked seamlessly within live sessions—enabling true shoppable video experiences.
CRM integration: Ensured verbLIVE’s actions and analytics integrated directly into Salesforce CRM, supporting enterprise workflows and AppExchange deployment.
Scalable architecture: Designed cloud-based services to handle high viewer concurrency with real-time chat, analytics, and interaction tracking.
Rapid time-to-market: Accelerated the development lifecycle to align with urgent market demand during the COVID-19 pandemic, allowing VERB to showcase and monetize verbLIVE quickly.

By blending product design, engineering expertise, and platform strategy, we helped VERB position verbLIVE as a category-defining livestream selling tool.

The Solution

The verbLIVE platform was engineered as a cloud-native, microservices-based live streaming solution purpose-built for interactive sales and e-commerce experiences. Its architecture balanced low-latency video delivery, interactive commerce features, and enterprise-grade integrations.

Key Components

Mobile Application (Flutter)

Built with Flutter (iOS & Android) leveraging WebRTC for real-time video and interactive sessions.
Features included host and attendee modes, integrated chat, multi-factor authentication (Firebase + Auth0), and real-time analytics via Firebase.
State management used the BLoC pattern with service-oriented layers for scalability.

Interactive Web & Admin Frontend

Browser-based web interface (Angular) required no downloads, ensuring frictionless viewer access.
Hosts managed streams, user permissions, and analytics from an admin dashboard.
Included video asset management, content library, and responsive design for cross-device access.

Video Infrastructure & Streaming

Janus Gateway (WebRTC) deployed on AWS EKS/Kubernetes enabled real-time, low-latency video streaming.
Plugins supported text chat, audio bridging, and multi-user video rooms.
Migrated to Agora’s global streaming network to further enhance scalability, adaptive bitrate streaming, and global reliability.

Backend & APIs

Serverless Node.js APIs hosted on AWS Lambda with API Gateway.
Used MongoDB (DocumentDB) with Redis caching, and AWS SQS + Step Functions for asynchronous workflows (e.g., provisioning streams, managing video assets).
Core endpoints handled stream creation, authentication, analytics, and in-stream shopping actions.

Cloud Infrastructure & DevOps

Deployed entirely on AWS Cloud with S3 for storage, CloudFront CDN for global delivery, and Kubernetes HPA for elastic scaling.
CI/CD pipelines automated container builds, testing, and Kubernetes rolling updates.
Monitoring via CloudWatch, Sentry, and AWS X-Ray enabled proactive performance and error tracking.

Security & Compliance

Authentication managed via Auth0 and JWT tokens, with optional two-factor authentication and password-protected streams.
Enforced TLS encryption, VPC isolation, and IAM role-based policies.
Designed for GDPR compliance, with audit logging and configurable data retention policies.

E-commerce & CRM Integrations

Integrated with Salesforce CRM via AppExchange for enterprise clients.
Supported Shopify and Stripe integrations for SMB and retail livestream commerce.
Enabled Team Attribution, crediting affiliates or distributors for purchases driven by their referrals.

This solution architecture delivered:

Scalable livestream video with real-time interactivity.
Enterprise-grade integrations with Salesforce and e-commerce platforms.
Security and compliance built-in at every layer.
Future-ready microservices design, enabling VERB to extend capabilities into MARKET.live and beyond.

The Results

The launch of verbLIVE positioned VERB as an early innovator in the livestream e-commerce and sales enablement space, helping the company differentiate from traditional webinar platforms. By combining low-latency video streaming, interactive commerce features, and enterprise CRM integrations, VERB was able to bring a new category of product to market during a critical time.

Business Impact

Faster go-to-market: verbLIVE launched in mid-2020, allowing VERB to capitalize on the surge in remote work and digital commerce demand during the COVID-19 pandemic.
Competitive differentiation: Unlike Zoom or YouTube Live, verbLIVE enabled clickable, in-video calls-to-action, making livestreams transactional, not just informational.
Enterprise adoption: The Salesforce AppExchange integration expanded distribution, allowing enterprises to deploy verbLIVE directly into their existing workflows.
Direct selling enablement: With the Attribution feature, distributed teams and affiliates could receive credit for sales they influenced, aligning perfectly with the direct selling industry.
Scalability and reliability: Migration from Janus on AWS to Agora’s global infrastructure ensured reduced latency, global reach, and elastic scaling for thousands of concurrent viewers.

Technical Achievements

Delivered a cross-platform solution (Flutter mobile + browser-based web app) with real-time interactive streaming.
Built on a microservices architecture leveraging AWS cloud-native services, enabling auto-scaling, CI/CD automation, and fault tolerance.
Designed with security and compliance in mind, including multi-factor authentication, GDPR compliance, and full encryption of communications.
Enabled real-time analytics dashboards, giving hosts complete visibility into engagement and conversions during live sessions.

Market Validation

Pilot launches and partnerships with enterprises and direct selling organizations validated verbLIVE as a scalable live selling tool.
Positive reception from distributed sales teams, who valued the ability to both engage audiences and track conversions within a single platform.
The evolution of VERB’s MARKET.live platform later built upon verbLIVE’s foundation, demonstrating the solution’s strategic role in VERB’s long-term roadmap.

Key Takeaways

The development and launch of verbLIVE illustrates how combining cutting-edge streaming technology with enterprise-grade integrations can create entirely new sales channels. By leveraging a cloud-native architecture, cross-platform development, and interactive in-video commerce features, VERB was able to deliver a differentiated product that met urgent market needs at scale.

Lessons Learned

Interactive video drives measurable engagement: Adding clickable CTAs inside video streams transforms passive webinars into transactional sales events.
Cloud-native microservices ensure scalability: Using AWS-managed services with Kubernetes and serverless APIs enabled elastic scaling and fault tolerance during live events.
Cross-platform access is critical: Supporting mobile (Flutter) and browser-based interfaces ensured frictionless adoption without requiring downloads.
CRM and e-commerce integration accelerates adoption: By embedding Salesforce, Shopify, and Stripe integrations, verbLIVE is aligned with existing enterprise and SMB workflows.
Attribution empowers distributed sales teams: The ability to track and credit affiliate-driven sales strengthened VERB’s appeal to the direct selling market.

Closing Thought

verbLIVE’s success demonstrates that livestream selling technology is not just about streaming quality—it’s about creating interactive, data-driven commerce experiences that can scale from small businesses to global enterprises.