TikTok Shop arrives in Brazil this Thursday (8), bringing with it the promise of moving R$39 billion in the country by 2028, equivalent to between 5% and 9% of national e-commerce, according to estimates from Santander bank. However, more than just a new sales platform, this move represents a profound shift in the consumer journey, which is becoming increasingly immediate, visual, and connected to the in-platform experience.
“The arrival of TikTok Shop in Brazil is a clear reflection of the evolution of the consumer journey,” says Bruno Almeida, CEO of US Media, the leading media solutions hub in the Americas. “People’s behavior is becoming more immediate, visual, and connected to native platform experiences, and brands need to increasingly understand media, context, and narrative to drive real sales.”
For Almeida, the challenge now is not just capturing attention, but creating content with context, narrative, and purchase intent. “The consumer discovers, evaluates, and decides in just a few seconds. The content needs to be native, relevant, and connected to the user’s moment,” he explains.
US Media, which represents platforms like Vevo, OneFootball, WeTransfer, and Tinder, emphasizes the importance of understanding consumer behavior on each channel. “It’s not enough to be present—you need to know where, how, and when to activate your brand,” the CEO says. “This applies to TikTok Shop, YouTube, Vevo, and any platform where attention converts into action.”
Almeida also highlights the importance of diversifying the media plan. “Relying on just a few channels is no longer viable,” he states. “Knowing how to leverage the strengths of each, from traditional to newer platforms, is what will make the difference.” According to him, the future of advertising lies in the smart integration of entertainment, content, and conversion, all connected to the consumer journey.
