The arrival of TikTok Shop in Brazil marks a new chapter in the national e-commerce. More than just a simple feature, it is a significant transformation in the way brands, content creators, and consumers interact. For the first time, the purchase journey can begin without the user having to leave the social network.
While the goal of the Chinese big tech is for consumers to also complete their purchases there, some sales channels are already well established among Brazilians. In addition to major marketplaces, companies believe in the direct sales model through proprietary portals, with traceable discount codes distributed by influencers.
Matheus Mota, CEO of B4You, a Brazilian platform that connects brands with content creators focusing on performance and sales, points out that the true competitive advantage will not only be in the use of technologies like TikTok Shops but also in companies' ability to strategically manage their partnerships with creators and accurately understand the profile of the most suitable products for this environment. "It's not enough to add a purchase link to a video; you need to tell a story, build authority, and arouse desire, all within a few seconds."
In this context, choosing the right creators becomes a key element. More than follower numbers, what matters is real engagement, alignment with the brand's values, and the ability to influence purchasing decisions. That's exactly where many companies still face difficulties.
With the arrival of TikTok Shop, the creator market is expected to heat up even more. The demand for influencers with real conversion power is expected to grow exponentially, and platforms like B4You will be essential in this process of professionalization and sector sophistication – by offering ways to manage content creators and campaigns comprehensively.
The TikTok bet
Outside Brazil, the model adopted by TikTok Shop has already proven to be effective, especially among the younger crowd, who are accustomed to consuming entertainment and products simultaneously. Here, the trend finds fertile ground in a dynamic, creative, and highly engaged digital ecosystem. But, despite the enthusiasm, one question remains: is the Brazilian consumer ready for this new shopping experience?
According to a report signed by Santander, the expectation is that TikTok Shop will capture between 5% and 9% of e-commerce in the country by 2028, which could represent up to R$39 billion in gross merchandise volume (GMV). Fashion and beauty stand out as the segments with the greatest potential for traction within the platform, driven by visual appeal and impulse buying decisions typical of the social commerce environment.
"The public will feel what is to come. The user themselves will take time to get used to using TikTok Shop. This first year will be a year of hype, but at the same time of adaptation. Generation Z will trust it immediately, but others tend to have some resistance to the platform," says Matheus Mota, CEO of B4You.
TikTok Shop thus inaugurates a new era where content and commerce go hand in hand. For companies, it is a unique opportunity but also a concrete challenge. The race has already started, and those who know how to connect narratives, people, and products with strategy and intelligence will come out ahead.
