The arrival of TikTok Shop in Brazil in 2025 marks a shift in the traditional e-commerce model and opens a new field of activity for content creators and digital producers. The tool, which enables direct purchases of products from platform videos, already moves billions of dollars in markets like the US and Southeast Asia and now targets the Brazilian audience with a proposal based on convenience and immediate user attention.
For Thiago Finch, founder of Holding Bilhon, a group leading marketing technology projects in Brazil and abroad, the launch of this feature represents a new phase for those working with informational products. ‘The logic now is real-time sales. The video is no longer just content—it’s become a storefront, funnel, and checkout all in one place. Those who master this ecosystem have an active conversion channel 24/7,’ says the expert.
According to a McKinsey survey, 71% of consumers expect personalized interactions. TikTok Shop’s model responds to this demand by integrating products with creators’ communication styles and the context of consumed content. In this new scenario, info-product creators no longer rely on occasional launches and long sales pages, building continuous connections with audiences through short videos, live streams, and algorithm-guided recommendations.
With the proposal of turning content into a point of sale, TikTok Shop eliminates traditional steps in the purchasing funnel and concentrates the entire consumer journey within the platform itself. For Finch, this change represents a break from conventional ad logic: ‘It’s a strategy reversal. Instead of leading users off-platform, as with traditional ads, we now sell within the experience they’re already consuming. This reduces friction and increases the chances of immediate conversion,’ analyzes Finch.
The trend favors so-called direct funnels, an approach Finch advocates in courses like Funnel Builder, focused on sales automation using behavioral data. ‘Those who master the behind-the-scenes—automation, copywriting, segmentation—will scale very fast. The video attracts, the funnel converts,’ he summarizes.
According to a projection by Grand View Research, the global marketing automation market is expected to grow 12.8% annually until 2030, driven by technologies integrating entertainment and transactions. With advances in artificial intelligence, TikTok Shop is expected to become even more personalized, recommending products based on users’ consumption patterns and individual preferences.
For Finch, the coming months will be decisive for info-product creators looking to occupy this new digital territory. ‘Those who move quickly now will build an audience and authority while the storefront is still being set up. More than selling, it’s a chance to occupy space and solidify positioning,’ says the entrepreneur.
The initiative follows the platform’s global movement of turning creators into sellers. Commission programs, affiliate partnerships, and logistics integration are part of the strategy expected to boost social commerce in Brazil in 2025.
