The recent official launch of TikTok Shop in Brazil is not just another e-commerce feature; it is a watershed moment that could redefine how Brazilian consumers interact with products and brands. The platform bets on the model ofsocial commerce, which directly integrates the purchase journey with social content, allowing consumers to discover and purchase products without leaving the social network.
With over 111 million users in the country, TikTok now directly competes with established players. With that, videos, live streams, and posts are not just forms of entertainment, but also business opportunities. This sales model is directly connected to the concept ofDirect Sales, as it allows resellers and influencers to use their social networks to interact with the audience, promoting and selling products directly and personally. Thus, TikTok Shop enhances the ability of resellers to connect with their customers in a more engaging and seamless way.
According to analyses from a Santander study, the platform could capture up to 9% of the Brazilian e-commerce by 2028, moving a GMV (Gross Merchandise Volume) of up to R$39 billion. The platform also reinforces its commitment to security by investing nearly 1 billion dollars in anti-fraud and consumer protection tools.
This new scenario opens doors to great opportunities, especially for the Direct Sales and relationship sector, where ABEVD(Brazilian Association of Direct Selling Companies), represented by its CEO Adriana Colloca, has a strategic vision. "The companies associated with ABEVD are beginning to adapt to this new reality, exploring new ways of engagement and distribution, aligning with emerging trends in the digital market and consumer demands," says the president.
The TikTok Shop model, which empowers content creators and provides a direct channel for product sales, echoes fundamental principles of our market: the power of personal recommendation and the strength of communities. For sellers, the platform becomes an extremely useful tool, allowing them to expand their reach, strengthen their relationships, and generate new sales in an innovative and engaging way.
The launch of TikTok Shop is irrefutable proof of the growing relevance of social commerce and the creator economy. For ABEVD, this movement reinforces our belief in the power of human connection to drive consumption. We see this platform as a valuable opportunity for our members to expand their distribution channels, reach new audiences, and further empower their consultants to become digital micro-entrepreneurs. The ability to generate sales from authentic and engaging content is what drives us, and TikTok Shop offers a conducive environment for this, facilitating the direct seller's journey in the digital space, it emphasizes.
The use of these platforms has enabled direct and personalized contact with consumers, creating a more dynamic and interactive shopping environment. Digitalization, in this context, has been a great ally in expanding distribution channels and increasing the reach of direct sales, as well as offering new possibilities for interaction and growth for resellers and their consumer networks.
