The arrival of the TikTok Shop in Brazil in 2025 marks a change in the traditional e-commerce model and opens a new field of action for content creators and digital producers. The tool, which allows the direct purchase of products from videos on the platform, already moves billions of dollars in markets such as the United States and Southeast Asia and now targets the Brazilian public with a proposal based on convenience and immediate user attention.
For Thiago Finch's, founder of Holding Bilhon, a group that leads marketing projects with technology in Brazil and abroad, the debut of the resource represents a new stage for those who work with informational products.“Logical now is for real-time sale. The video is no longer just content, it has become a showcase, funnel and checkout in one place. Who dominates this ecosystem has an active conversion channel 24 hours”, says the expert.
According to a survey by McKinsey, 71% consumers expect personalized interactions. The TikTok Shop model responds to this demand by integrating products with the communication style of creators and the context of the content consumed.In this new scenario, the infoproducer no longer depends on one-off launches and long sales pages, building continuous links with the public through short videos, live broadcasts and recommendations guided by algorithms.
With the proposal to turn content into a point of sale, the TikTok Shop eliminates traditional stages of the purchase funnel and focuses the entire consumer journey within the platform itself. For Finch, this change represents a break in the logic of conventional ads: “It is a reversal of strategy. Instead of taking the user out of the platform, as in traditional ads, we now sell within the experience he is already consuming. This reduces friction and increases the chances of immediate conversion”, Finch analyzes.
The trend favors so-called direct funnels, an approach that Finch advocates in courses such as Funnel Builder, aimed at sales automation based on behavior data.“Who dominates behind the scenes, automation, copy, segmentation, will scale very fast. The video calls, the funnel converts”, summarizes.
According to a projection by Grand View Research, the global marketing automation market is expected to grow 12.8% per year by 2030, driven by technologies that integrate entertainment and transaction. With the advancement of artificial intelligence, the expectation is that the TikTok Shop will become even more personalized, recommending products according to consumer patterns and individual user preferences.
For Finch, the coming months will be decisive for the infoproducers who want to occupy this new digital territory.“Quem for fast will now build audience and authority while the showcase is still being assembled. More than selling, it is a chance to occupy space and consolidate” positioning, says the entrepreneur.
The initiative follows the global movement of the platform to transform creators into sellers. Commissioning programs, affiliate partnerships and logistics integration are part of the strategy that should warm up social commerce in Brazil in 2025.
