The recent official launch of TikTok Shop in Brazil isn't just another e-commerce feature; it's a game-changer that could redefine how Brazilian consumers interact with products and brands. The platform relies on the social commerce , which integrates the purchasing journey directly into social content, allowing consumers to discover and purchase products without leaving the social network.
With over 111 million users in the country, TikTok now competes directly with established players. As a result, videos, live streams, and posts are not only forms of entertainment, but also business opportunities. This sales model connects directly with the concept of Direct Sales , as it allows resellers and influencers to use their social networks to interact with their audience, promoting and selling products directly and personally. Thus, TikTok Shop enhances resellers' ability to connect with their customers in a more engaging and fluid way.
According to a Santander study, the platform could capture up to 9% of Brazilian e-commerce by 2028, generating GMV (Gross Merchandise Volume) of up to R$39 billion. The platform also reinforces its commitment to security, investing nearly $1 billion 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 Sales Companies ) , represented by its executive president Adriana Colloca, has a strategic vision. "ABEVD member companies are beginning to adapt to this new reality, exploring new forms of engagement and distribution, aligning themselves with emerging digital market trends and consumer demands," says the president.
The TikTok Shop model, which empowers content creators and offers a direct channel for selling products, echoes fundamental principles of our market: the power of personal recommendations 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 move 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 microentrepreneurs. 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 environment," he reinforces.
The use of these platforms has enabled direct and personalized contact with consumers, creating a more dynamic and interactive shopping environment. In this context, digitalization has been a key ally in expanding distribution channels and increasing the reach of direct sales, in addition to offering new opportunities for interaction and growth for resellers and their consumer networks.
