The growth of commerce within social networks has opened new opportunities for consumers and influencers, but has also created fertile ground for increasingly sophisticated scams. Since May, with the launch of TikTok Shop in Brazil, fake ads, disguised links, and cloned pages have become recurring threats for those buying or selling products on the platform. The problem, however, is not restricted to the Chinese company: Facebook, Instagram, and, more recently, YouTube, with the YouTube Shopping Affiliate Program, have expanded their e-commerce functionalities, exposing millions of users to potential fraud.
The convergence between entertainment and digital commerce, known as social commerce, attracts consumers through immediacy and convenience — products recommended by influencers can be purchased without the user needing to leave the app. This ease, however, is also exploited by criminals, who create fake ads for trending items, exploiting urgency and the fear of missing out (FOMO). The goal is to redirect users to fraudulent websites that mimic the TikTok Shop interface. On these pages, fake reviews and profiles reinforce the appearance of legitimacy, while personal data and financial information are captured improperly.
The risk is especially concentrated at the payment stage, when sponsored links can lead consumers to fake platforms. The frauds range from products that are never delivered to the theft of sensitive data, making the digital environment more complex and requiring increased caution. The scenario highlights how the expansion of social commerce, although boosting the digital economy, also amplifies consumer vulnerabilities and reinforces the need for technological education.
Hygor Roque, Head of Revenue of Divibank, emphasizes that prevention starts with attention to seemingly simple signs. “It is essential to verify the seller's authenticity seal, check the store's history and activity time, confirm contact information, and be wary of prices well below market value. Furthermore, influencers and content creators play a strategic role, as they can report the misuse of their image or brands, helping to reduce the circulation of fraud,” they state.
The scenario also reveals a new frontier of digital governance. As social networks expand their commercial functions, the shared responsibility among platforms, content creators, and consumers grows. For the end user, navigating safely requires not only attention to warning signs but also an understanding that the online shopping environment — even within popular apps — is not immune to criminal practices.
The phenomenon reinforces a broader trend: while social commerce promises to transform the consumption experience, it also demands new security protocols, oversight, and digital education so that convenience does not turn into vulnerability.
