June 2025 – The arrival of TikTok Shop marks a new phase in digital commerce, integrating content, entertainment, and conversion into a single platform. This change requires brands and sellers to rethink their presence in the social commerce ecosystem, optimizing not only their products but also how they are presented, recommended, and discovered within social and interactive environments like TikTok.
The content-integrated journey is the new model transforming the shopping experience. This strategy allows users to make purchases directly in the app through videos in the feed, live streams, and ‘showcases’ on brand and affiliate creator profiles. This integration aims to transform the shopping experience, making it more fluid, personalized, and connected to discovery and entertainment moments.
With this scenario in mind, Flywheel – a retail tech company of Omnicom Group, the largest agency group in Latin America – offers a new solution: monitoring the execution and content of products and competitors on TikTok Shop, enabling brands and industries to collect data within the platform daily or hourly, depending on the need and ability to act on the mapped opportunities.
During product page scans on the Chinese platform, the tool captures strategic data on item availability, seller, quantity of products sold, price, ratings & reviews, and visual content (texts and images).
With this data, it’s possible not only to audit investments and understand the execution, positioning, and exposure of the industry’s products across various sellers, but also to compare them with data from direct and indirect competitors.
“The arrival of TikTok Shop in Brazil opens a new front in e-commerce, and at Flywheel, we’re ready to help brands prepare immediately for this new marketplace. With our technological solution and a team of experts, we ensure products are well-positioned, available, and competitive. Additionally, we constantly monitor competitor performance and presence, offering strategic data that helps companies make smarter decisions and achieve maximum performance in sales and media campaigns,” explains Janaina Reimberg, Managing Director of Flywheel Latam.
With TikTok Shop gaining momentum in Brazil, the challenge for brands and industries is to establish a relevant presence with performance, narrative, and control. To achieve this, access to virtual shelf data on Flywheel’s dashboards allows the industry to make the best demand, content, and pricing decisions, as well as visualize sales performance linked to their upper-funnel campaigns.
“Today, the industry can already track the performance of its direct-to-consumer (D2C) store. But with our technology, we go a step further: we show what other sellers are doing with the brand, how products are being positioned, the pricing applied, stock availability, and even actual sales results,” concludes Janaina.
About Flywheel Latam – Flywheel is an Omnicom Group retail tech company that connects industry, e-commerce, and consumers with technology, automation, and data intelligence. With a presence across Latin America under OMG Brasil’s management, the company optimizes product performance on marketplaces like Amazon, Mercado Livre, Magalu, among others, combining proprietary technology, expert teams, and large-scale data to capture, analyze, and activate opportunities in three key areas:
- Digital Shelf: continuous monitoring of presence, price, availability, content, and reviews of your products across various regional e-commerce platforms.
- Retail Ops: complete 1P and 3P operations, with optimized content, SEO, brand store, and consultancy to elevate the shopping experience.
- Retail Media: paid media campaigns integrated with organic performance, featuring AI, A/B testing, and a full focus on ROAS and incremental sales.
Flywheel supports the entire consumer journey with modular and scalable solutions that combine retail data and shopper behavior. Its mission is clear: to generate sustainable growth, reduce operational costs, and accelerate decision-making with intelligence and efficiency.
