The e-commerce feature of TikTok, called TikTok Shop, officially launched in Brazil at 12:01 am this Thursday, May 8th. The debut session was held in São Paulo, at the Ablelive studios, the first Brazilian agency specializing in live commerce for TikTok. During the debut session, bags, backpacks, and fashion accessories from the @jami_jamii brand were sold.
TikTok Shop arrives in Brazil after establishing itself as a relevant player in international e-commerce, gaining significant market share in countries like the United States, United Kingdom, China, and Indonesia. In its home country, China, live sales, where a digital influencer presents products live that can be selected and purchased with a single click, already represent about 20% of the total e-commerce revenue. In other words, one out of every five online sales occurs on a live platform.
In Brazil, market studies indicate that live commerce is expected to generate equivalent to US$ 6.7 billion annually by 2028. The calculations take into account the size of the Brazilian market and the e-commerce penetration rate in the country. According to Yan Di, CEO of Ablelive, Brazil is poised to become the main expansion frontier for TikTok’s live commerce worldwide. ‘Due to TikTok’s strong presence among Brazilians and the digitalization of the national retail sector, there is no more promising place to increase sales than on TikTok in Brazil,’ he states.
No country, TikTok maintains over 105 million monthly active users, meaning people who access the app at least once a month. Due to the quality of its algorithm, TikTok can recommend lives to specific audiences, directing electronics broadcasts to users who have searched about this topic or tourism lives to travel enthusiasts. To attract sellers, TikTok Shop has adopted aggressive policies, such as commission exemption on sales (take rate) for up to 90 days, and for consumers, it ensures shipping advantages and discount coupons.
The agency Ablelive maintains a team of over 300 exclusive TikTok creators trained to convert lives into sales and supports brands that wish to enter this marketplace and need, besides specialized guidance, infrastructure like studios and professional recording and broadcasting equipment for lives.
