TikTok Shop, TikTok’s social commerce platform, is now officially operating in Brazil and starting to stir up the e-commerce market. The app’s entry into the sector adds new challenges for brands operating digitally by combining entertainment and the shopping journey in one environment—accelerating the adoption of discovery commerce, which prioritizes product discovery through feed content.
According to Renan Caixeiro, co-founder and CMO of Reportei, a platform specializing in marketing and data reports, TikTok’s model differs from traditional e-commerce by making content the driver of conversion.
“TikTok Shop is not just another storefront. It’s an environment where content directly drives sales. This completely changes the logic of content production, data analysis, and performance measurement,” explains Caixeiro.
With the goal of turning entertainment into sales, TikTok Shop encourages brands to develop strategies more aligned with the platform’s culture. This includes producing native videos, partnering with creators, and adapting communication to more dynamic and organic formats.
Beyond content creation, another significant impact is on data management. “Businesses need to rethink their analytics models. Traditional e-commerce metrics, like click-through or website conversion rates, must be complemented with engagement indicators, audience retention, and content performance within the app,” the executive notes.
For companies operating across multiple channels—marketplaces, their own e-commerce, and now social media—the arrival of TikTok Shop adds an extra layer of complexity to data management and insight-driven decision-making. The need to track fragmented journeys and integrate data from different sources becomes even more urgent. In Renan’s assessment, brands looking to compete on TikTok Shop must focus on three key pillars:
- Native and relevant content: prioritize authentic, creative videos that align with the platform’s trends. The focus is less on direct advertising and more on generating connection and interest.
- Strategic partnerships with creators: working with influencers who already master TikTok’s language creates more credibility, reach, and conversions.
- Data integration and measurement: it’s essential to use tools that consolidate information from different channels, providing a clear view of performance and enabling quick strategy adjustments.
“Success on TikTok Shop depends on brands’ ability to turn data into action and adapt their sales language to an environment where entertainment is at the heart of the journey,” concludes Renan Caixeiro.
