Just two months after TikTok Shop launched in Brazil, some brands have already embraced the tool, structured social commerce strategies, and created affiliate programs to leverage the sales force of content creators. Local sellers have already earned over R$1 million from a single product, and many creators are now generating more revenue from sales commissions than from content partnerships.
I've been working with creative strategy for TikTok Shop in the United States for about two years and have seen brands like Goli Nutrition become sales phenomena by expanding their acquisition channels through discovery commerce, a model in which users can shop while watching videos in the feed or live streams.
Since 2021, TikTok Shop has been operating in the United Kingdom, Thailand, Vietnam, Malaysia, Singapore, and the Philippines. In 2023, it arrived in the United States and, in 2025, in Mexico, Spain, Germany, France, Italy, and, since May, also in Brazil. Although the North American market is more dynamic in terms of purchasing power and consumer behavior, Brazilians have a relationship of trust with creators that makes the tool one of the most promising for reshaping e-commerce in the country.
For the content creator, more business
TikTok Shop empowers affiliate creators, whose primary income comes from commissions on sales of third-party products, while also empowering those who already have other revenue streams. Previously dependent on one-off partnerships, creators can now control the entire process, using the platform's infrastructure to manage sales, commissions, and direct conversion links with multiple brands, facilitating revenue tracking and strategic business thinking.
The relationship between creators and brands needs to be a win-win: the brand avoids distributing products to affiliates without sales potential, and affiliates avoid investing time in unattractive items or with low commissions. Meanwhile, YouTube channels and profiles like Shigueo Nakahara's (@shigueo_nakahara) teach creators and sellers how to use the platform, sharing stories of earnings ranging from R$100 to R$30,000 in commissions in less than a month, even with audiences of only a few thousand followers.
For brands, solution and challenge
Shoppable video allows users to complete the entire purchase journey within the video link itself, eliminating external pages and attribution issues. Integration with e-commerce improves results readability and makes partnerships with creators more effective. TikTok's algorithm reduces the distance between a viral video and sales, as all reach is tied to a purchase link.
In addition to videos, you can sell through live streams, produced by the brand or creator, and through showcases accessible in the toolbar above the video. Stores also offer ad formats like GMV Max, which promotes products in the feed, and Live GMV Max, which boosts live streams.
While TikTok Shop eliminates noise in the social media shopping experience and provides predictability for partnership numbers, brands must accept that they've lost full control of the narrative. Success depends on providing creators with insights that help them produce effective content, manage affiliate programs, and select products aligned with the purchasing decision context: emotional, impulsive, and generally lower-ticket.
What still needs to arrive in Brazil
In the United States, the platform offered discounts in partnership with brands, offered almost symbolic shipping, and designated sales representatives by category to encourage usage. Brands even sold products with 50% discounts subsidized by TikTok Shop. Even after two years, the American operation still receives monthly updates, and many of the promised tools are expected to arrive in Brazil.
In the Brazilian market, there's already a clear division between the Seller Center (product management, deliveries, and logistics) and the Affiliate Center (creator search and management). Available categories include beauty and health, fashion, home and decor, electronics, and sports, and the Live Shopping feature was released just weeks after its launch.
A long-awaited feature, with no release date yet, is "refundable samples": brands send products to aspiring creators, and after they reach certain sales goals or publish content, they can request a refund and permanently join the affiliate program.
Thus, TikTok Shop bridges the gap between entertainment and purchase, but requires brands to adapt to the loss of narrative control and creators to act like entrepreneurs. Those who quickly understand this dynamic tend to reap the best results.
* Danilo Nunes is a professor at ESPM, a researcher in Creator Economy and CVO, and the partner responsible for Thruster Creative Strategy , an agency specializing in creative work with a focus on performance, with national and international operations.
