P TikTok Shop, the social commerce platform of TikTok, is now officially operating in Brazil and is starting to make waves in the e-commerce market. The app’s arrival in the sector adds new challenges for brands operating in the digital realm by combining entertainment and the shopping journey in the same environment – speeding up the adoption of the discovery commerce model, which prioritizes product discovery through content in the feed.
According to Renan Caixeiro, co-founder and CMO of Reportei, a platform specializing in marketing and data reports, the model adopted by TikTok stands out from traditional e-commerce by making content the main driver of conversions.
“The TikTok Shop is not just another storefront. It’s an environment where content directly drives sales. This completely changes the logic of content production, data analysis, and results measurement,” explains Caixeiro.
With the aim of turning entertainment into sales, TikTok Shop encourages brands to develop strategies more aligned with the platform’s culture. This includes the creation of native videos, partnerships with creators, and adapting communication to more dynamic and organic formats.
In addition to content creation, another significant impact lies in data management. “Companies need to rethink their analysis models. Traditional e-commerce metrics such as click-through rate or site conversion need to be complemented with indicators of engagement, audience retention, and content performance within the app,” notes the executive.
For companies operating across multiple channels – marketplaces, own e-commerce, and now social media – the entry of TikTok Shop adds an extra layer of complexity to data management and decision-making based on insights. The need to track fragmented journeys and integrate data from different sources becomes even more urgent. According to Renan’s assessment, brands aiming to position themselves competitively within TikTok Shop must focus on three main pillars:
- Native and Relevant Content: prioritize authentic, creative, and trend-aligned videos. The focus is less on direct advertising and more on building connection and interest.
- Strategic Partnerships with Creators: working with influencers who already understand the TikTok language generates more credibility, reach, and conversion.
- Data Integration and Measurement: it is essential to use tools that consolidate information from different channels, allowing a clear view of performance and facilitating quick adjustments in the strategy.
“Success in the TikTok Shop depends on brands’ ability to turn data into actions and adapt the sales language to an environment where entertainment is at the heart of the journey,” says Renan Caixeiro.
