TikTok Shop, TikTok's social commerce platform, already officially operates in Brazil and begins to cause movements in the e-commerce market. The arrival of the application to the sector adds new challenges for brands that operate in digital, by combining entertainment and shopping journey in the same environment and accelerating the adoption of the discovery commerce model, which prioritizes the discovery of products through content in the feed.
According to Renan Caixeiro, co-founder and CMO of Reportei, a platform specialized in marketing and data reports, the model adopted by TikTok differs from traditional e-commerce by transforming content into the protagonist of conversion.
“O TikTok Shop is not just another showcase. It is an environment where content directly drives sales. This completely changes the logic of content production, data analysis and measurement of” results, explains Caixeiro.
With the proposal to turn entertainment into sales, TikTok Shop encourages brands to develop strategies more aligned with the platform culture. This includes the production of native videos, partnerships with creators and adaptation of communication to more dynamic and organic formats.
In addition to content creation, another relevant impact is on data management.“Companies need to rethink their analytics models.Traditional e-commerce metrics, such as click-through rate or site conversion, need to be complemented with indicators of engagement, audience retention and content performance within the” app, notes the executive.
For companies that operate in multiple channels (marketplaces, e-commerce itself and now social networks ', the entry of the TikTok Shop adds an extra layer of complexity in data management and decision-making based on insights. The need to follow fragmented journeys and integrate data from different sources becomes even more urgent. In the evaluation of Renan, brands that want to position themselves competitively within the TikTok Shop must be aware of three main pillars:
- Native and relevant content: prioritize authentic, creative, and trend-following videos on the platform - The logic is less about direct advertising and more about generating connection and interest.
- Strategic partnerships with creators: working with influencers who already master the language of TikTok generates more credibility, reach and conversion.
- Data integration and measurement: it 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 at the TikTok Shop depends on the ability of brands to turn data into actions and adapt the sales language to an environment where entertainment is at the center of the” journey, adds Renan Caixeiro.
