7 steps to start selling on TikTok Shop in 2026

eMarketer projections indicate that TikTok Shop is expected to exceed US$150 billion in gross merchandise volume by 2026, establishing itself as one of the most relevant drivers of digital commerce worldwide. This growth coincides with the rise of social commerce in Brazil, fueled by increased consumption of short videos and a preference for integrated shopping journeys. 

The analysis is provided by Sabrina Nunes, CEO and founder of Francisca Jóias, recognized as Brazil's largest online semi-jewelry store and a national reference in digital sales strategies. With 14 years of experience in e-commerce, she closely monitors shifts in consumer behavior and the accelerated adoption of the platform by small businesses.

Data.AI figures show that the time spent by Brazilians on TikTok has grown by over 70% in the last three years, a trend that reinforces the format's potential for those needing to expand reach at low cost. 

Approximately 29% of impulse purchases occur within content platforms, a scenario where the integration between content and transaction reduces the steps between discovery and purchase. In Brazil, 72% of small businesses use social networks as their primary commercial showcase, according to Sebrae, which accelerates the migration to immediate conversion channels.

According to the entrepreneur, TikTok Shop democratizes access to digital commerce but requires routine. She states that sales predictability depends directly on operational consistency. “When the entrepreneur has a schedule, an organized catalog, and consistency in live streams, sales cease to be occasional. The platform favors those who appear consistently, not those who post once in a while,” she explains. 

The expert notes that the growth cycle is linked to the combination of daily content, recurring live streams, and a simple, functional operation capable of avoiding delays and cancellations.

She also warns that entering TikTok Shop requires planning. Short videos, weekly live streams, and a lean catalog work best when integrated into an organized routine. The expert observes that many entrepreneurs start by producing content without defining processes, which hinders conversion. “Discipline becomes an asset. The routine of production and internal organization reduces errors and improves the store's reputation. This directly impacts reach,” she states.

Below, Sabrina has compiled a guide with practical instructions, summarizing the key points highlighted by Sabrina for those wishing to start on TikTok Shop in 2026.

7 steps to start selling on TikTok Shop

1. Structure the digital catalog clearly and with standardsOrganize products with consistent photos, objective descriptions, and updated stock. The platform prioritizes stores with complete information and reduces the incidence of cancellations when the catalog is accurate. It’s not about many product variations, but rather fewer products with greater stock depth.
   
2. Configure the store correctly before publishingComplete tax registration and review logistics and commission rules. Errors in initial configuration are one of the main causes of delays in starting sales.
   
3. Produce short videos dailyContent lasting 5 to 15 seconds with practical demonstrations tends to perform better. Repetition helps the algorithm identify the ideal audience and increases the chances of going viral.
   
4. Establish a fixed schedule for live streamsRecurring live streams expand reach, strengthen presence on the “For You” page, and create audience habits. Consistency is more valuable than long, sporadic broadcasts.
   
5. Use affiliates to expand your initial salesAffiliate creators allow scaling without initial investment in ads. For beginners, it is an efficient way to test products and increase visibility.
   
6. Monitor metrics and adjust quicklyTrack conversion rates, video retention, and products with the highest click-through rates. This data guides weekly adjustments and helps identify sales growth opportunities.
   
7. Organize operations, stock, and shipping simplyDesignating a packaging area, standardizing labels, and ensuring deadlines contribute to a positive reputation on the platform. TikTok Shop prioritizes stores with a good logistics track record.

Sabrina emphasizes that TikTok Shop is a particularly relevant opportunity for women entrepreneurs and small businesses seeking predictability, even when starting with limited resources. “Sales are not an isolated action. They are the result of routine. When the entrepreneur understands this, TikTok ceases to be a gamble and becomes a concrete strategy,” she states.