Social Commerce is a growing trend that is revolutionizing the way products and services are sold online. New business trend originating in China and heavily accelerated by the pandemic, she now has in her "eye of the hurricane" the revolution brought by TikTok Shop, platform that has shown great potential in several countries to boost sales through deep integration, native, between content and online shopping, and finally arrives in Brazil this April
TikTok Shop leverages the immediate behavior of the new generation of digital consumers seeking instant gratification. According to research in different markets, like the American, the British and the Asian, TikTok users are highly likely to make direct in-app purchases due to the entertainment combination, social interaction and ease of purchase in the same place, in an absolutely frictionless journey that allows fulfilling the consumption desire without the need to leave the platform
One of the main advantages of this new business model introduced by TikTok Shop is the short video format characteristic of the platform and integrated with the online store that, in addition to quickly capturing attention, also drives impulse buying. The platform allows creators and brands to directly integrate links to products displayed in videos, quickly turning interest into real conversion
As I recently shared in interviews with some specialized television news outlets, TikTok Shop recorded a significant increase in sales conversions compared to other traditional forms of e-commerce, can reach up to 10 times more results. This occurs especially because of the emotional connection that users develop with influencers and organically generated content, what increases confidence and credibility in the promoted products – not counting the speed of purchase on the app, leveraging the desire to make impulsive purchases
Another important factor for the success of TikTok Shop is the user experience, highly optimized for mobile. In a scenario where every second counts to capture the consumer's attention, the smoothness of navigation and the simplicity of the integrated checkout are crucial to reducing cart abandonment rates
TikTok beyond just a video platform
TikTok has long transcended its origin as a short video and dance platform. Today, it is a phenomenon that redefines the intersection between entertainment and commerce, driven by the attention economy — a scenario where time spent on social media directly translates into business opportunities. In markets such as the United States and Indonesia, TikTok Shop moved US$ 33 billion in 2024, figure that illustrates the power of this new frontier of social commerce. In Brazil, where users spend more than 30 hours monthly on the app, your arrival promises to shake up the e-commerce market, whatcan generate almost R$ 39 billionin the national territory until 2028 (according to a study released by Santander bank)
The rise of TikTok Shop is intrinsically linked to the change in consumer behavior. We live in an era where attention is the most valuable asset, and platforms that can capture it — like TikTok, with your precisely tuned algorithm — they become natural vectors of sales
E-commerce accounts for 13% of global retail, and social commerce, driven by influencers and immersive content, it's the next wave – which is enhanced by the effective application of artificial intelligence in hyper-personalization. Thus, when the user watches a live of a creator testing a beauty product, the purchase can be completed in seconds, without leaving the app. This eliminates friction and boosts impulse sales, what are the heart of retail
The platform operates in countries like the USA, United Kingdom, China, Mexico and Indonesia, where built-in features — like purchase icons in videos, product showcases and live broadcasts — they simplify the consumer journey. In Indonesia, for example, 9 of the 10 largest TikTok Shop stores in 2024 were in beauty and personal care, segment that also dominated the highest revenue live streams in the US. TikTok's strategy includes aggressive incentives to attract sellers, as 90-day periods with no commissions and free shipping, tactics that may be replicated in Brazil to accelerate adoption
TikTok Shop
In the Brazilian scenario, the arrival of TikTok Shop in April 2025 occurs in a fiercely competitive environment. Giants like Mercado Livre (which recorded a GMV of US$ 51,5 billion in 2024, Amazon and Shopee dominate the market, but the Chinese platform bets on its unique ability to unite content and commerce.Brazil is an ideal laboratory for social commerce: eight out of ten TikTok users open the app daily, and 56% of online purchases are made during the nighttime, peak consumption time on the platform. Furthermore, the predominant profile — 62% of users are between 10 and 29 years old, and 57% are women — aligns perfectly with categories such as beauty, fashion and well-being, initial focuses of TikTok Shop
The integration between algorithm, content and checkout are the main differentiators. While traditional platforms rely on active product searches, TikTok Shop uses organic discovery: influencer videos, viral trends and personalized recommendations guide the user to purchase. The TikTok search engine is already powerful, but now it will connect directly to the product showcase. Imagine a user searching for "skincare for oily skin" and finding not just tutorials, but the mentioned products, reviews and purchase options in one place
For the sellers, the novelty will require creativity. Authentic content and creator partnerships will be essential to build trust, especially in a market where 48% of consumers distrust traditional advertising, according to Opinion Box. Furthermore, the logistics — critical point in Brazil — it may be an initial challenge. While in the United Kingdom TikTok manages deliveries, here the platform should depend on partnerships with local operators, following the model adopted in Mexico
The competition, however, don't sleep. Amazon reduced commissions for itssellersat 3% in February 2025, and Mercado Livre expanded its ecosystem with Mercado Pago, that already manages US$ 6,6 billion in credit. Shopee and Temu are competing for low prices, while national brands like Magazine Luiza invest in live streams, new features and influencer integration. In this context, TikTok Shop will need more than virality: it will require a tuned operation, support for sellers and deep understanding of Brazilian regulatory and tax particularities
Even so, the potential is undeniable. Santander projections estimate that the platform could capture up to 9% of the country's online sales by 2028. This reflects an irreversible transformation: the retail of the future will not be divided between online and offline, but between experiences that engage and those that fail to retain attention. TikTok Shop is at the forefront of this change
Therefore, for brands and sellers, the adaptation to the speed of this platform, where trends are born and die within hours, will be crucial. Whoever masters the art of selling without interrupting the user experience will achieve not only sales, but loyalty and the increase of its value in the market
