Social Commerce is a growing trend that is revolutionizing the way products and services are sold online. A new business trend that originated in China and was significantly accelerated by the pandemic, it now has in its “eye of the storm” the revolution brought about by TikTok Shop, a platform that has demonstrated great potential in several countries to drive sales through deep, native integration between content and online shopping, and which is finally arriving in Brazil this April.
TikTok Shop capitalizes on the impulsive behavior of the new generation of digital consumers seeking instant gratification. According to research in different markets, such as the US, UK, and Asia, TikTok users are highly likely to purchase directly within the app due to the combination of entertainment, social interaction, and ease of in-app purchasing, in a completely frictionless journey that allows consumers to fulfill their desires without having to leave the platform.
One of the key differentiators of this new business model introduced by TikTok Shop is the platform’s signature short video format, integrated with the online store. This format not only quickly captures attention but also drives impulse purchases. The platform allows creators and brands to directly integrate links to products featured in videos, quickly converting interest into actual conversions.
As I recently shared in interviews with several specialized television news programs, TikTok Shop has seen a significant increase in sales conversions compared to other traditional e-commerce platforms, potentially achieving 10x results. This is largely due to the emotional connection users develop with influencers and organically generated content, which increases trust and credibility in the promoted products—not to mention the speed of in-app purchases, which leverages impulse buying.
Another key factor in TikTok Shop’s success is its user experience, which is highly optimized for mobile. In a scenario where every second counts to capture consumer attention, smooth navigation and a simple integrated checkout are crucial to reducing cart abandonment rates.
TikTok is more than just a video platform
TikTok has long transcended its origins as a short video and dance platform. Today, it is a phenomenon that redefines the intersection of entertainment and commerce, driven by the attention economy—a scenario in which time spent on social media directly converts into business opportunities. In markets like the United States and Indonesia, TikTok Shop generated $33 billion in revenue in 2024, a figure that illustrates the power of this new frontier of social commerce. In Brazil, where users spend more than 30 hours a month on the app, its arrival promises to shake up the e-commerce market, which can generate almost R$ 39 billion in the national territory until 2028 (according to a study published by Banco Santander).
The rise of TikTok Shop is intrinsically linked to changing consumer behavior. We live in an era where attention is the most valuable asset, and platforms that capture it—like TikTok, with its precisely tuned algorithm—become natural drivers of sales.
E-commerce represents 13% of global retail, and social commerce, driven by influencers and immersive content, is the next wave—boosted by the effective application of artificial intelligence in hyper-personalization. Thus, when a user watches a creator’s livestream 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 US, UK, China, Mexico, and Indonesia, where integrated features—such as in-video shopping icons, product showcases, and live streams—simplify the consumer journey. In Indonesia, for example, 9 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 could be replicated in Brazil to accelerate adoption.
TikTok Shop
In Brazil, the arrival of TikTok Shop in April 2025 takes place in a fiercely competitive environment. Giants like Mercado Livre (which recorded GMV of US$51.5 billion in 2024), Amazon, and Shopee dominate the market, but the Chinese platform is betting on its unique ability to unite content and commerce. Brazil is an ideal laboratory for social commerce: eight in 10 TikTok users open the app daily, and 56% of online purchases are made at night, peak consumption times 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 like beauty, fashion, and wellness, TikTok Shop’s initial focus.
The integration between algorithm, content, and checkout is the key differentiator. While traditional platforms rely on active product searches, TikTok Shop leverages organic discovery: influencer videos, viral trends, and personalized recommendations guide users to 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 products mentioned, reviews, and purchasing options all in one place.
For sellers, the new offering will require creativity. Authentic content and partnerships with creators will be essential to building trust, especially in a market where 48% of consumers distrust traditional advertising, according to Opinion Box. Furthermore, logistics—a critical issue in Brazil—could be an initial challenge. While TikTok manages deliveries in the UK, here the platform will have to rely on partnerships with local carriers, following the model adopted in Mexico.
The competition, however, is not sleeping. Amazon has reduced commissions for its sellers by 3% in February 2025, and Mercado Livre expanded its ecosystem with Mercado Pago, which already manages US$6.6 billion in credit. Meanwhile, Shopee and Temu compete for low prices, while national brands like Magazine Luiza invest in livestreams, new features, and influencer integration. In this context, TikTok Shop will need more than virality: it will require a streamlined operation, seller support, and a deep understanding of Brazilian regulatory and tax specificities.
Still, the potential is undeniable. Santander projects 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 shift.
Therefore, for brands and sellers, adapting to the speed of this platform, where trends emerge and disappear in a matter of hours, will be crucial. Those who master the art of selling without interrupting the user experience will win not only sales, but also loyalty and increased market value.
