TikTok Shop arrives in Brazil today with the potential to transform national e-commerce, combining content and shopping into a fully integrated experience. According to Santander projections, this new feature is expected to generate up to R$39 billion by 2028, representing 5% to 9% of Brazilian e-commerce and positioning the platform among the top 5 players in the sector.
“It’s a much more fluid and impulsive experience, blending entertainment with conversion,” comments Rafael Kiso, founder and CMO of mLabs, the largest social media management platform in Latin America. “TikTok Shop removes friction in the purchase journey. The user sees a video or a live stream, gets interested in the product, and buys it right there without leaving the app. Data from Santander and Itaú BBA show this process can take less than 7 minutes—it’s the perfect combination of impulse and convenience,” explains Kiso.
An evolving ecosystemKiso details the opportunities for different players:
- Brands:“It’s a race to occupy this new territory and build authority as soon as possible. Those who arrive first can position themselves as references on the platform.”
- Agencies: “Agencies will also gain relevance, especially in helping brands recruit charismatic sellers for live streams and produce content tailored to the vertical, fast, and direct format that works well on TikTok. In China, there are agencies specialized solely in this.”
- Influencers: “For influencers, this opens a new monetization path with real-time sales commissions. In other words, it’s not just about reach—it’s about direct impact on sales.”
A new dynamic: social + live commerceUltimately, TikTok isn’t just entering e-commerce—it’s merging social media with live retail. The founder of mLabs contrasts the model with competitors: “Mercado Livre and Shoppe are trying live shopping, but lack the organic fusion between social media and retail. Instagram, on the other hand, insists on taking users out of the app—just as ad rejection in feeds keeps growing.”
“TikTok isn’t just entering e-commerce. It’s rewriting the rules by combining discovery, entertainment, and transaction in one place. The question is: who will dominate this new dynamic first?”, challenges Kiso.
