The arrival of TikTok Shop in Brazil marks a new chapter in the country’s e-commerce landscape. More than just a feature, it represents a significant transformation in how brands, content creators, and consumers interact. For the first time, the shopping journey can begin without users leaving the social network.
While the Chinese tech giant’s goal is for consumers to also complete purchases on the platform, some sales channels are already established among Brazilians. Beyond major 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 real competitive advantage won’t lie solely in using technologies like TikTok Shops, but in companies’ ability to strategically manage their partnerships with creators and accurately understand which product profiles are best suited for this environment. “Simply adding a shopping link to a video isn’t enough; 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 crucial. More than follower counts, what matters is genuine engagement, alignment with brand values, and the ability to influence purchase decisions. This is precisely where many companies still face challenges.
With TikTok Shop’s arrival, the creator economy is expected to heat up even more. Demand for influencers with real conversion power is likely to grow exponentially, and platforms like B4You will be fundamental in this process of professionalization and industry sophistication – by offering ways to fully manage content creators and campaigns.
TikTok’s bet
Outside Brazil, TikTok Shop’s adopted model 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 Santander report, TikTok Shop is expected to capture between 5% and 9% of Brazil’s e-commerce by 2028, potentially representing up to R$39 billion in gross merchandise volume (GMV). Fashion and beauty emerge as the segments with the most traction potential on the platform, driven by visual appeal and impulse buying decisions typical of social commerce.
“The audience will feel what’s coming. Users themselves will take time to get accustomed to using TikTok Shop. This first year will be one of hype, yet also adaptation. Generation Z will trust it immediately, but other generations 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, it represents a unique opportunity, but also a concrete challenge. The race has already begun, and those who skillfully connect narratives, people, and products with strategy and intelligence will take the lead.
