TikTok’s e-commerce feature, called TikTok Shop, officially launched in Brazil at 00:01 this Thursday, May 8th. The debut session was held in São Paulo at the studios of Ablelive, the first Brazilian agency specialized in live commerce for TikTok. During the debut session, handbags, backpacks, and fashion accessories from the brand @jami_jamii were sold.
TikTok Shop arrives in Brazil after establishing itself as a relevant player in international e-commerce, gaining significant market share in countries such as the United States, the United Kingdom, China, and Indonesia. In its home country, China, sales via live streams—where a digital influencer presents products live, which can be selected and purchased with a single click—already account for about 20% of total e-commerce revenue. In other words, one out of every five online sales occurs on a live commerce platform.
In Brazil, market studies indicate that live commerce could generate up to $6.7 billion per year by 2028. The estimates consider the size of the Brazilian market and e-commerce penetration rates in the country. According to Yan Di, CEO of Ablelive, Brazil is set to become TikTok’s primary expansion frontier for live commerce worldwide. ‘Due to TikTok’s high penetration among Brazilians and the digitization of national retail, there’s no more promising place to boost sales than on TikTok Brazil,’ he states.
In the country, TikTok has more than 105 million monthly active users—people who access the app at least once a month. Thanks to its algorithm’s quality, TikTok can recommend live streams to specific audiences, targeting electronics broadcasts to users who have searched for such content or travel-related lives to travel enthusiasts. To attract sellers, TikTok Shop has adopted aggressive policies, such as zero sales commission (take rate) for up to 90 days, and for consumers, it guarantees shipping benefits and discount coupons.
The agency Ablelive has a team of over 300 exclusive TikTok creators trained to convert live streams into sales and supports brands looking to enter this marketplace that need, beyond expert guidance, infrastructure such as studios and professional live-streaming equipment.
