June 2025 – The arrival of TikTok Shop marks a new phase in digital commerce, integrating content, entertainment, and conversion on a single platform. This change requires brands and sellers to rethink their presence in the social commerce selling ecosystem, optimizing not only their products but also how they are presented, recommended, and discovered within social and interactive environments like TikTok.
The integrated content journey is the new model that is transforming the shopping experience. The strategy allows users to make purchases directly on the app, through videos in the feed, live streams, and ‘storefronts’ on the profiles of affiliated brands and creators. This integration aims to transform the shopping experience, making it more seamless, personalized, and connected to moments of discovery and entertainment.
Keeping an eye on this scenario, Flywheel – retail tech from Omnicom Group, the largest agency group in Latin America – offers a novelty: monitoring the execution and content of products and competitors on TikTok Shop, allowing brands and industries to collect data within the platform daily, or hourly, depending on the need and capacity to act on identified opportunities.
During the collection/reading of product pages on the Chinese platform, the tool captures strategic data on item availability, seller, quantity of products sold, price, ratings & reviews, and visual content (texts and images).
With this data, it is possible not only to audit investments and understand the execution, positioning, and exposure of industry products across various sellers, but also to compare with data from direct and indirect competitors.
“The arrival of TikTok Shop in Brazil opens up a new frontier in e-commerce, and at Flywheel, we are ready to help brands prepare for this new marketplace. With our technological solution and a team of experts, we can ensure that products are well-positioned, available, and competitive. Additionally, we constantly monitor the performance and presence of competitors, providing strategic data that helps companies make smarter decisions and achieve maximum performance in sales and media campaigns,” explains Janaina Reimberg, Managing Director of Flywheel Latam.
With TikTok Shop gaining traction in Brazil, the challenge for brands and industries is to structure a relevant presence with performance, narrative, and control. Access to virtual shelf data on Flywheel’s dashboards allows the industry to make the best demand, content, and pricing decisions, as well as visualize the sales performance linked to their Upper Funnel campaigns.
“Today, the industry can already track the performance of its direct-to-consumer (D2C) store. But with our technology, we go further: we show what other sellers are doing with the brand, how they are positioning the products, the pricing applied, stock availability, and even the actual sales results,” Janaina concludes.
About Flywheel Latam – The Flywheel is a retail tech company within the Omnicom group that connects industry, e-commerce, and consumers with technology, automation, and data intelligence. With a presence throughout Latin America, managed by OMG Brazil, the company optimizes product performance on marketplaces like Amazon, Mercado Livre, Magalu, among others, combining proprietary technology, expert teams, and scalable data to capture, analyze, and activate opportunities on three fundamental fronts:
- Digital Shelf: Continuous monitoring of presence, price, availability, content, and reviews of your products on various e-commerce platforms in the region.
- Retail Ops: Complete 1P and 3P operations, with optimized content, SEO, brand store, and consultancy to enhance the shopping experience.
- Retail Media: Integrated paid media campaigns with organic performance, using artificial intelligence, A/B testing, and a focus on ROAS and incremental sales.
Flywheel supports the entire consumer journey with modular, scalable solutions that combine retail data and shopper behavior. Its mission is clear: generate sustainable growth, reduce operational costs, and speed up decision-making with intelligence and efficiency.
