The arrival of TikTok Shop in Brazil marks a new chapter in national e-commerce. More than just a feature, it represents a significant transformation in how brands, content creators, and consumers interact. For the first time, the buying journey can start without the user needing to leave the social network.
While the goal of the Chinese big tech is for consumers to also complete purchases there, some sales channels are already well-established among Brazilians. In addition to major marketplaces, companies believe in the direct selling model, on proprietary portals, with trackable discount codes distributed by influencers.
Matheus Mota, CEO of B4You, a Brazilian platform that connects brands with content creators focused on performance and sales, points out that the real competitive advantage will not only be in the use of technologies like TikTok Shops, but in companies’ ability to strategically manage their partnerships with creators and accurately understand the profile of products best suited for this environment. “Adding a purchase link to a video is not enough; it is necessary to tell a story, build authority, and awaken desire, all within a few seconds.”
In this context, choosing the right creators becomes key. More than just numbers of followers, real engagement, alignment with brand values, and the ability to influence purchase decisions matter. This is precisely where many companies still face challenges.
With the arrival of TikTok Shop, the creators market is likely to heat up even more. The demand for influencers with real conversion power is expected to grow exponentially, and platforms like B4You will be crucial in this process of professionalization and sophistication of the sector – by offering ways to manage content creators and campaigns in full.
TikTok’s Bet
Outside Brazil, the model adopted by TikTok Shop has already proven effective, especially among the younger audience accustomed to consuming entertainment and products simultaneously. Here, the trend finds fertile ground in a dynamic, creative, and highly engaged digital ecosystem. However, despite the enthusiasm, one question remains: Is the Brazilian consumer ready for this new shopping experience?
According to a report by Santander, it is expected that TikTok Shop will capture between 5% and 9% of e-commerce in the country by 2028, which could represent up to R$ 39 billion in Gross Merchandise Volume (GMV). Fashion and beauty stand out as the segments with the highest traction potential within the platform, driven by visual appeal and typical impulse buying decisions characteristic of social commerce environments.
“The public will sense what’s coming. The user themselves will take time to get used to using TikTok Shop. This first year will be a year of hype, but at the same time of adaptation. Generation Z will trust right away, but others may have some resistance to the platform,” says Matheus Mota, CEO of B4You.
The TikTok Shop inaugurates, therefore, a new era where content and commerce walk side by side. For businesses, it is a unique opportunity, but also a concrete challenge. The race has already begun, and those who know how to connect narratives, people, and products with strategy and intelligence will be ahead.
