Social Commerce is a growing trend that is revolutionizing the way products are sold online. new business strand originated in China e strongly accelerated by the pandemic, it now has in his “eye of the hurricane” the revolution brought about by the TikTok Shop, platform that has demonstrated great potential in several countries to boost sales through deep, native integration between content e shops online, e that finally arrives in Brazil this April.
TikTok shop takes advantage of the immediate behavior of the new generation of digital consumers who seek instant gratification. British Asian, TikTok users are highly prone to buy directly within the app due to the combination of entertainment, interaction social e ease of purchase in the same place, on a journey absolutely without friction e that makes it possible to fulfill the desire for consumption without the need to leave the platform.
One of the great differentials of this new business model brought by TikTok shop is in the short video format characteristic of the platform e integrated with the online store that, in addition to quickly capturing attention, also impulse purchase. The platform allows toscreators e brands directly integrate links to products exhibited in videos, quickly transforming interest in real conversion.
As I recently shared em interviews with some television specials TikTok Shop Reported significant increase In sales conversions when compared to other traditional forms of commerce electronic, reaching 10x more results. This is especially true of the emotional connection that users develop with organically generated influencers, which increases the confidence e credibility in the products promoted – not counting the speed to purchase on the app, leveraging the desire to buy on impulse.
Another important factor for the success of tiktok shop is user experience, highly optimized for mobile. in a scenario where each Holding the consumer’s attention, the fluidity of navigation e the simplicity of the integrated checkout are crucial to reduce the rate of cart abandonment.
TikTok In addition to a video platform
TikTok has long transcended its origin as a platform for short videos e dances. Today, it is a phenomenon that redefines the intersection between entertainment e drives, driven by the attention economy — a scenario in which the time spent on social networks se converts directly into business opportunities. in markets such as United States E Indonesia, the TikTok Shopired US$33 billion In 2024, the figure that illustrates the power of this new frontier of social commerce. In Brazil, where users spend more than 30 hours a month in the app, their arrival promises to shake the market of e-commerce, which can generate almost R$ 39 billion in the national territory until 2028 (second study published by Banco Santander).
The rise of TikTok shop is intrinsically linked to the change in consumer behavior. We live in a Era In which attention is the most valuable asset, e Platforms that manage to capture it — like TikTok, com Its precisely in tune — become natural sales vectors.
O e-commerce represents 13% of global retail, e e e-commerce, driven by influencers e immersive content, is the next wave – which is powered by by the effective application of artificial intelligence in hyperpersonalization. Thus, when the user watches a live from a creator testing a beauty product, the purchase can be completed seconds, without leaving the application. This eliminates frictions e enhances impulse sales, which are the heart of retail.
The platform operates in countries like the US, UK, China, Mexico E Indonesia, where integrated features — such as buying icons in videos, Products live broadcasts — simplify the consumer journey. In Indonesia, for example, 9 of the 10 biggest TikTok Shop In 2024 were Beauty E Care for Beauty personal, segment that also dominated the lives with the highest revenue in the US USA. A TikTok Strategy includes aggressive incentives to attract Sellers, as 90-day periods No commissions Freight Free, tactics that may come to be replicated in Brazil to accelerate adoption.
