The arrival of TikTok Shop in Brazil marks a new chapter in the country’s e-commerce. More than just a simple feature, it represents a significant transformation in how brands, content creators, and consumers interact. For the first time, the shopping journey can begin without the user needing to leave the social network.
While the Chinese big tech’s goal is for consumers to also complete purchases there, some sales channels are already established among Brazilians. Beyond large marketplaces, companies believe in the direct sales model, through proprietary portals, with trackable discount codes distributed by influencers.
Matheus Mota, CEO of B4You, a Brazilian platform connecting brands with performance and sales-focused content creators, points out that the true competitive advantage won’t just lie in using technologies like TikTok Shops, but in companies’ ability to strategically manage their partnerships with creators and accurately understand the profile of products best suited for this environment. ‘It’s not enough to add a purchase link to a video; you need to tell a story, build authority, and spark desire—all in just a few seconds.’
In this context, choosing the right creators becomes key. More than follower counts, what matters is real engagement, alignment with brand values, and the ability to influence purchasing decisions. This is precisely where many companies still face difficulties.
With the arrival of TikTok Shop, the creator market is likely to heat up even more. Demand for influencers with real conversion power should grow exponentially, and platforms like B4You will be crucial in this process of professionalization and sophistication of the sector—by offering ways to fully manage content creators and campaigns.
TikTok’s bet
Outside Brazil, the model adopted by TikTok Shop has already proven effective, especially among younger audiences accustomed to consuming entertainment and products simultaneously. Here, the trend finds fertile ground in a dynamic, creative, and highly engaged digital ecosystem. But despite the enthusiasm, one question remains: Is the Brazilian consumer ready for this new shopping experience?
According to a report by Santander, TikTok Shop is expected to capture between 5% and 9% of the country’s e-commerce by 2028, which could represent up to R$39 billion in gross merchandise volume (GMV). Fashion and beauty emerge as the segments with the highest traction potential on the platform, driven by visual appeal and impulse-buying decisions typical of the social commerce environment.
“The audience will feel what’s coming. Users themselves will take time to get used to TikTok Shop. This first year will be a year of hype, but also of adaptation. Generation Z will trust it right away, but others may show some resistance to the platform,” says Matheus Mota, CEO of B4You.
TikTok Shop thus ushers in a new era where content and commerce go hand in hand. For companies, this is a unique opportunity but also a concrete challenge. The race has already begun, and those who can strategically and intelligently connect narratives, people, and products will come out ahead.
