YouTube has just officially announced the arrival of YouTube Shopping in Brazil, in partnership with Mercado Livre and Shopee, expanding the integration between content and purchasing within the platform. The feature will allow creators to add products to videos, Shorts, and live streams, monetizing through the sales generated, in a model similar to TikTok Shop and Asian platforms like Taobao Live.
This development reinforces the advance of social commerce in the country and promises to transform the relationship between brands, creators, and consumers. For Caio Dominguez, CEO of LOI, an official YouTube partner agency, this move marks a strategic shift in the Brazilian digital ecosystem. “YouTube has always been an important stage for content discovery and consumption. Now, it also becomes a direct conversion environment. This change requires brands and creators to completely rethink how they build narratives and stimulate purchasing within the video journey,” he states.
According to the executive, the arrival of YouTube Shopping confirms the global trend of integration between content and performance. “Purchasing behavior has already migrated into the platforms. The user no longer wants to leave the video to make a purchase; they want to resolve everything in one click,” he adds.
The YouTube affiliate program in Brazil will allow eligible creators to feature products in their videos and receive a sales commission. The integration with marketplaces like Mercado Livre and Shopee ensures a seamless shopping experience without the need to leave the platform.
The proposal is to unite three stages of the funnel: discovery, engagement, and conversion, in a single environment. For Caio, this model opens space for new creative formats and redefines the relationship between creator and brand. “Brands will have to think less about media and more about content that sells. And creators take on an even more strategic role because they cease to be just influencers and become an active part of the sales chain.”.
LOI has been closely monitoring the evolution of global social commerce. In Mexico, the agency structured the operation of Lucky Focus Agency, in partnership with the Chinese manufacturer Transsion, within TikTok Shop.
The project connects micro-influencers with products from the brand and strategic partners, with results that prove the new consumer behavior:
+150 micro-influencers hired in the 1st month (in the technology, beauty, and lifestyle segments);
100 creators linked to TikTok Shop in the first three months;
What changes for the Brazilian market
According to LOI, three key movements highlight this new phase:
Content as a Point of Sale – storytelling and video format become decisive for conversion;
Creative Performance – creators will need to understand sales metrics, not just reach;
Total Integration – influencer marketing takes on a role directly linked to commercial results.
“Social commerce is not about placing a buy button in a video. It's about transforming content into a consumption experience. And YouTube has all the conditions to scale this model in Brazil,” Dominguez concludes.
