The arrival of TikTok Shop in Brazil in 2025 marks a shift in the traditional e-commerce model and opens a new field of activity for content creators and digital producers. The tool, which allows direct purchase of products from videos on the platform, already moves billions of dollars in markets such as the United States and Southeast Asia and now targets the Brazilian audience with a proposal based on convenience and the user's immediate attention.
ToThiago Finch, founder of Holding Bilhon, a group that leads marketing projects with technology in Brazil and abroad, the debut of the feature represents a new stage for those working with informational products. "The logic now is real-time sales. The video is no longer just content; it has become a showcase, funnel, and checkout all in one place. Those who master this ecosystem have an active conversion channel 24 hours a day," says the expert.
According to a survey by McKinsey consultancy, 71% of consumers expect personalized interactions. The TikTok Shop model responds to this demand by integrating products into the creators' communication style and the context of the content consumed. In this new scenario, the infoproduct creator no longer depends on one-time launches and long sales pages, building continuous connections with the audience through short videos, live broadcasts, and algorithm-guided recommendations.
With the proposal to turn the content into a point of sale, TikTok Shop eliminates traditional steps of the purchase funnel and concentrates the entire consumption journey within the platform itself. For Finch, this change represents a break from the logic of conventional ads: "It's a strategy reversal. Instead of taking the user outside the platform, as in traditional ads, we now sell within the experience they are already consuming. This reduces friction and increases the chances of immediate conversion," analyzes Finch.
The trend favors so-called direct funnels, an approach that Finch advocates in courses like Funnel Builder, focused on sales automation based on behavioral data. "Those who master the backstage, automation, copywriting, segmentation, will scale very quickly. The video attracts, the funnel converts," he summarizes.
According to the projection by Grand View Research consultancy, the global marketing automation market is expected to grow by 12.8% annually until 2030, driven by technologies that integrate entertainment and transaction. With the advancement of artificial intelligence, the expectation is that TikTok Shop will become even more personalized, recommending products based on consumption patterns and individual user preferences.
For Finch, the coming months will be decisive for infoproduct creators who wish to occupy this new digital territory. "Whoever is quick now will build an audience and authority while the showcase is still being set up. More than selling, it's a chance to occupy space and consolidate positioning," says the entrepreneur.
The initiative follows the global movement of the platform to turn creators into sellers. Commissioning programs, affiliate partnerships, and logistics integration are part of the strategy that should boost social commerce in Brazil in 2025.
