TikTok Shop arrived in Brazil last Thursday (8), bringing with it the promise to generate R$39 billion in the country by 2028, equivalent to between 5% and 9% of national e-commerce, according to estimates from Santander Bank. However, more than just a new sales platform, this move represents a profound shift in the consumer journey, which is becoming increasingly immediate, visual, and tied to the in-app experience.
“The arrival of TikTok Shop in Brazil is a clear reflection of the evolution of the consumer journey,” says Bruno Almeida, CEO of US Media, a leading media solutions hub in the Americas. “People’s behavior is becoming more immediate, visual, and connected to native in-platform experiences—brands now need a deeper understanding of media, context, and storytelling to drive real sales.”
According to Almeida, the challenge now is not just capturing attention but creating content with context, storytelling, and purchase intent. “Consumers discover, evaluate, and decide in a matter of seconds. Content must be native, relevant, and tied to the user’s moment,” he explains.
US Media, which represents platforms like Vevo, OneFootball, WeTransfer, and Tinder, emphasizes the importance of understanding consumer behavior on each channel. “Being present isn’t enough—you need to know where, how, and when to activate your brand,” says the CEO. “This applies to TikTok Shop, YouTube, Vevo, and any platform where attention converts into action.”
Almeida also highlights the importance of diversifying media plans. “You can no longer rely on just a few channels,” he states. “Leveraging the strengths of each—from traditional to emerging—is what will make the difference.” According to him, the future of advertising lies in the smart integration of entertainment, content, and conversion, aligned with the consumer journey.
