The and e-commerce Brazilian e-commerce is entering a new phase, marked by the integration of entertainment and consumption. The advancement of tools like TikTok Shop and YouTube Shopping is transforming how consumers discover products and make purchasing decisions. Black Friday 2025 promises to be the ultimate test of strength for this new sales model.
With YouTube Shopping, users can purchase products directly within videos, live streams, and Shorts without leaving the platform. The proposition is clear: reduce the barriers between interest and conversion by offering a seamless and instant shopping experience. This movement aligns with the trend pioneered by the Chinese social network, launched in Brazil in May, which popularized the concept of social commerce combining the logic of spontaneous content with the convenience of immediate purchase.
The main difference between these platforms and traditional e-commerce lies in the discovery model. Instead of actively searching for a product, the consumer discovers it organically within narratives that foster a sense of identification. The result is more emotional consumption, driven by trust in content creators—a factor that is redefining digital marketing and retail strategies in the country.
This movement occurs within a context of high consumer expectations. The 2025 Black Friday Purchase Intention Survey, conducted by Tray, Bling, Octadesk, and Vindi, shows that 70% of Brazilians are already making financial plans for the event, 60% intend to spend over R$ 500, while 32% will leave the decision to the last minute. This data underscores the potential of social platforms to capture this undecided audience by offering visual stimuli and simplified shopping experiences.
For Rebecca Fischer, Co-founder and Chief Strategy Officer (CSO) by Divibank, We are witnessing a profound transformation in international commerce and consumer psychology. “The factory has become an influencer. Content has become a sales channel. And the consumer, increasingly conscious and digital, is willing to experiment, even if it means rethinking everything they knew about brands,” states the report.
By uniting entertainment, influence, and convenience, social commerce emerges as the new engine of Brazilian digital retail. In this year's Black Friday, the trend is for YouTube and TikTok to solidify their positions not only as spaces for interaction but as true conversion channels, where content ceases to be just a display window and becomes the shopping cart itself.
