Social Commerce is a growing trend that is revolutionizing the way products and services are sold online. A new business trend originating in China and heavily accelerated by the pandemic, it now has at its "eye of the hurricane" the revolution brought by TikTok Shop, a platform that has shown great potential in several countries to boost sales through deep, native integration between content and online shopping, and which finally arrives in Brazil this April.
TikTok Shop leverages the immediate behavior of the new generation of digital consumers who seek instant gratification. According to research in different markets, such as the American, British, and Asian markets, TikTok users are highly likely to make purchases directly within the app due to the combination of entertainment, social interaction, and ease of shopping in the same place, in an absolutely frictionless journey that allows consumers to fulfill their desires without leaving the platform.
One of the main advantages of this new business model brought by TikTok Shop is the short video format characteristic of the platform, integrated with the online store, which not only quickly captures attention but also boosts 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 has seen a significant increase in sales conversions compared to other traditional e-commerce methods, potentially achieving up to 10 times more results. This occurs especially due to the emotional connection that users develop with influencers and organically generated content, which increases trust and credibility in the promoted products – not to mention the quickness of purchasing through the app, boosting impulsive buying desire.
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 like the United States and Indonesia, TikTok Shop generated $33 billion in 2024, a figure that illustrates the power of this new frontier of social commerce. In Brazil, where users spend more than 30 hours per month on the app, its arrival promises to shake up the e-commerce market, whichcan generate almost R$ 39 billionin the national territory until 2028 (according to a study released by Banco Santander).
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 its finely tuned algorithm — become natural vectors for sales.
E-commerce accounts for 13% of global retail, and social commerce, driven by influencers and immersive content, is the next wave – fueled by the effective application of artificial intelligence in hyper-personalization. So, when the user watches a live stream 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, which are the heart of retail.
The platform operates in countries such as the USA, United Kingdom, China, Mexico, and Indonesia, where integrated features — such as shopping icons in videos, product showcases, and live broadcasts — simplify the consumer's journey. In Indonesia, for example, 9 out of the 10 largest TikTok Shop stores in 2024 were in beauty and personal care, a segment that also dominated the highest-grossing live streams in the US. TikTok's strategy includes aggressive incentives to attract sellers, such as 90-day commission-free periods 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. Giant companies 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 combine 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, the peak consumption period 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 wellness, which are the initial focuses of TikTok Shop.
The integration between algorithm, content, and checkout is the great differentiator. While traditional platforms rely on active product searches, TikTok Shop uses organic discovery: influencer videos, viral trends, and personalized recommendations guide the user to the purchase. TikTok's 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 only tutorials but also the mentioned products, reviews, and purchase options all in one place.
For sellers, the novelty will require creativity. Authentic content and partnerships with creators will be essential to build trust, especially in a market where 48% of consumers distrust traditional advertising, according to Opinion Box. Furthermore, logistics — a critical point in Brazil — may be an initial challenge. While in the United Kingdom TikTok manages deliveries, here the platform should rely on partnerships with local carriers, following the model adopted in Mexico.
However, the competition does not sleep. Amazon reduced commissions for itssellersat 3% in February 2025, and Mercado Livre expanded its ecosystem with Mercado Pago, which already manages $6.6 billion in credit. Shopee and Temu compete in low prices, while national brands like Magazine Luiza invest in live broadcasts, new features, and influencer integration. In this context, TikTok Shop will need more than just virality: it will require a refined operation, seller support, and a deep understanding of Brazilian regulatory and tax particularities.
Still, the potential is undeniable. Santander's 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, adapting 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 gain not only sales but also loyalty and an increase in their market value.
