TikTok Shop, TikTok's social commerce platform, is already officially operating in Brazil and is beginning to trigger movements in the e-commerce market. The arrival of the app in the sector adds new challenges for brands operating in the digital space by combining entertainment and the shopping journey in the same environment — and accelerating the adoption of the discovery commerce model, which prioritizes product discovery through content in the feed.
According to Renan Caixeiro, co-founder and CMO of Reportei, a platform specialized in marketing reports and data, the model adopted by TikTok differs from traditional e-commerce by turning content into the protagonist of conversion.
"TikTok Shop is not just another storefront. It is a environment where content directly drives sales. This completely changes the logic of content production, data analysis, and results measurement," explains Caixeiro.
With the proposal to turn entertainment into sales, TikTok Shop encourages brands to develop strategies more aligned with the platform's culture. This includes native video production, partnerships with creators, and adapting communication to more dynamic and organic formats.
Besides content creation, another significant impact lies in data management. "The companies need to rethink their analysis models. Traditional e-commerce metrics, such as click-through rate or website conversion, need to be complemented with engagement indicators, audience retention, and content performance within the app," observes the executive.
For companies operating across multiple channels — marketplaces, their own e-commerce, and now social media — the entry of TikTok Shop adds an extra layer of complexity in data management and decision-making based on insights. The need to monitor fragmented journeys and integrate data from different sources becomes even more urgent. In Renan's assessment, brands that wish to position themselves competitively within TikTok Shop should pay attention to three main pillars:
- Native and relevant contentPrioritize authentic, creative videos that align with platform trends. The logic is less about direct advertising and more about creating connection and interest.
- Strategic partnerships with creators:Working with influencers who already master TikTok's language generates more credibility, reach, and conversion.
- Data integration and measurementIt is essential to use tools that consolidate information from different channels, allowing a clear view of performance and facilitating quick adjustments to the strategy.
"Success on TikTok Shop depends on brands' ability to turn data into actions and to adapt their sales language to an environment where entertainment is at the center of the journey," completes Renan Caixeiro.
