The recent official launch of TikTok Shop in Brazil is not just another e-commerce feature; it is a game changer that can redefine the way the Brazilian consumer interacts with products and brands social commerceit integrates the buying journey directly into social content, allowing consumers to discover and purchase products without leaving the social network.
With more than 111 million users in the country, TikTok now competes directly with established players. With this, videos, lives and posts are not only forms of entertainment, but also business opportunities.This sales model connects directly with the concept of Direct Selling, because it allows resellers and influencers to use their social networks to interact with the public, promoting and selling products in a direct and personalized way. Thus, the TikTok Shop enhances the ability of resellers to connect with their customers in a more engaging and fluid way.
According to analysis of a study by Santander, the platform will be able to capture up to 9% of Brazilian e-commerce by 2028, moving a GMV (Gross Goods Volume) of up to R$39 billion. The platform also reinforces its commitment to security, investing almost 1 billion dollars in anti-fraud and consumer protection tools.
This new scenario opens doors to great opportunities, especially for the Direct Sales and relationship sector, where ABEVD (Brazilian Association of Direct Sales Companies)“, represented by its executive president Adriana Colloca, has a strategic vision.The ABEVD member companies are beginning to adapt to this new reality, exploring new forms of engagement and distribution, aligning themselves with emerging digital market trends and the demands of the” consumers, says the president.
The TikTok Shop model, which empowers content creators and offers a direct channel for selling products, echoes fundamental principles of our market: the power of personal recommendation and the strength of communities. For sellers, the platform becomes an extremely useful tool, allowing them to expand their reach, strengthen their relationships and generate new sales in an innovative and engaging way.
“The launch of TikTok Shop is irrefutable proof of the growing relevance of social commerce and the creator economy.For ABEVD, this movement reinforces our belief in the power of human connection to boost consumption.We see this platform as a valuable possibility for our associates to expand their distribution channels, reach new audiences and further empower their consultants to become digital microentrepreneurs.The ability to generate sales from authentic and engaging content is what moves us, and the TikTok Shop offers a conducive environment for this, facilitating the direct seller's journey in the digital environment”, he reinforces.
The use of these platforms has allowed a direct and personalized contact with consumers, creating a more dynamic and interactive shopping environment. Digitization, in this context, has been a great ally to expand distribution channels and increase the capillarity of direct sales, as well as offering new possibilities for interaction and growth for resellers and their consumer networks.
