TikTok Shop promises to revolutionize Brazilian e-commerce and generate R$1.4 billion in revenue by 2028.

TikTok Shop arrives in Brazil today with the potential to transform national e-commerce, combining content and shopping in a fully integrated experience. According to Santander projections, the new service promises to generate up to R$1,400,000 in revenue by 2028, representing between R$5,100,000 and R$9,100,000 in Brazilian e-commerce revenue, placing the platform among the top five players in the sector. 

"It's a much more fluid and impulsive experience, combining entertainment with conversion," says Rafael Kiso, founder and CMO of mLabs, the largest social media management platform in Latin America. "TikTok Shop eliminates friction in the purchasing journey. Users watch a video or live stream, become interested in the product, and purchase right there, without leaving the app. Data from Santander and Itaú BBA shows that this process can take less than 7 minutes—it's the perfect combination of impulse and convenience," explains Kiso.

Ecosystem in transformationKiso details the opportunities for different actors:

• Brands: "It's a race to occupy this new territory and build authority as quickly as possible. Whoever gets there first can position themselves as a reference on the platform."
• Agencies: “Agencies will also gain relevance, especially by helping brands recruit charismatic salespeople to host live streams and produce content adapted to the vertical, fast, and direct format that works well on TikTok. In China, there are specialized agencies dedicated to this."
• Influencers: “For influencers, a new monetization path opens up with commissions on real-time sales. In other words, it's not just about reach, it's about direct impact on sales.

A new logic: social + live retailUltimately, TikTok isn't just entering e-commerce, it's merging social media with live retail. The founder of mLabs contrasts the model with its competitors: "Mercado Livre and Shoppe try live shopping, but they lack the organic fusion of social media and retail. Instagram, on the other hand, insists on driving users outside the app—just when the rejection of in-feed ads is only increasing."

"TikTok isn't just entering e-commerce. It's rewriting the rules by uniting discovery, entertainment, and transactions in one place. The question is: who will master this new logic first?" Kiso asks.