TikTok is no longer a promise — it’s a reality undergoing rapid transformation. What started as a platform for viral dances and fun challenges has evolved into one of the internet’s biggest forces of influence and consumption. And for e-commerce, this change represents more than an opportunity: it’s a true reinvention of the shopping journey.
The standout feature is its highly responsive algorithm, capable of accurately understanding users’ interests. The scroll of the “For You Page” works like a personalized showcase, where consumers discover products without necessarily searching for them. Unlike social networks like Instagram or YouTube, where content is usually consumed through intentional searches or followed profiles, TikTok favors spontaneous discovery. This explains the success of hashtags like #TikTokMadeMeBuyIt and #viralproducts, which rack up billions of views worldwide.
The value of social proof on TikTok
This desire isn’t created by traditional advertising campaigns but by authentic content. Honest reviews, spontaneous unboxings, and real tests generate a type of engagement that’s hard to achieve with conventional ads. So-called social proof is strengthened when consumers see someone else genuinely using and approving a product.
This creates space for small businesses and independent creators, who can go viral with creativity and consistency, without relying on heavy media investments. In this sense, TikTok democratizes reach and repositions content as the centerpiece of sales strategy.
TikTok Shop: e-commerce directly in the app
More than just stimulating the desire to buy, TikTok now also facilitates conversion. TikTok Shop, set to launch in Brazil in April shortly after debuting in Mexico, represents a major advancement: consumers will be able to complete their purchases directly in the app, without leaving the platform.
According to projections by Santander, this feature could capture between 5% and 9% of all Brazilian e-commerce in the three years following its launch, becoming a significant new competitor in the country’s digital retail. The impact will be substantial—for both major brands and budding entrepreneurs.
With over 775 million active users worldwide, TikTok is now the third-largest social network in global reach. And it’s where brands are finding room to grow, especially by connecting with Gen Z and millennial consumers, two groups shaping shopping trends and behaviors.
Usability techniques and strategies
But knowing trending hashtags isn’t enough. To stand out on the platform, you need to understand its language, its dynamics, and create native, engaging content. Hashtags like #viralproducts, #tiktokmademebuyit, #produtosvirais, and #comprasnotiktok are great starting points for identifying trends, but they only work when paired with videos that truly connect with the audience.
What really works are short, dynamic, creative, and personal formats. This forces brands to think like content creators, not just advertisers. This new model may seem challenging at first, but it’s also a unique opportunity to humanize communication and create real connections with the audience.
TikTok is no longer just an entertainment social network. It’s establishing itself as a complete ecosystem of discovery, influence, and sales. With TikTok Shop coming to Brazil, online retail gains a new, more agile and integrated playing field where consumer attention is captured and converted in a matter of minutes.
Ignoring this movement now is repeating the mistakes of those who underestimated Instagram in 2016. It may seem early to invest time and effort in the platform, but the real risk lies in falling behind.
The time to explore this territory is now. Whether to increase your brand’s recognition, strengthen customer relationships, or leverage the power of influencers and social proof, TikTok could be a game-changer for your e-commerce.
