In its first month of November in Brazil, the TikTok Shop recorded historical results that reinforce the receptivity of the Brazilian public to the model of Purchase by Discovery, which offers a totally new and more personalized way of buying, combining entertainment, discovery and shopping. Through interactive videos and live broadcasts, the community discovers and easily buys the most desired products of the moment; all without leaving the platform.
GMV growth, the total gross revenue transacted on the platform, was 129%, considering only Black Friday (28/nov) and compared with the promotional date of 10/10. And live sessions have been a powerful lever to boost business. The growth of GMV generated only by lives was even higher: 143%.
Relevant creators of the platform, such as ViihTube, Mari Saad and Camilla Pudim achieved very expressive sales results. During the month of November, Viih Tube held at TikTok Shop the special pre-launch of its beauty and personal care brand, called Spoiler, idealized in partnership with Free Brands. She made two lives on the platform, one on the 14/11 day and another on the 27/11 day, in which she sold more than 8,500 products. In the same week, Mari Saad, made a live on her profile and also a live on the Beauty profile and also a thousand-time brand she has a beauty profile, she has a thousand followers of her own, Camud of her own, she has a beauty brand, she has a thousand of her own, she has a million, she has a brand, she has a brand, a few followers of her own.
Brands, creators and the community have taken advantage of the opportunities the Buy by Discover ecosystem offers. Authentic content, competitive offerings, an engaged community and the possibility of real-time interaction are the ingredients that make live sessions successful.
The power of lives is even more evident in the action that COMU, an agency focused on the professionalization of content creators, held on the weekend of Black Friday. The company rented a large shed and set up ten booths for the transmission of lives. Forty-five creators and eight brands participated (L’, Amend, Simple Organic, Gummy, Dot, Aura Beauty, Vero Brodo and Guday.
Sales trends
It is not only for lives that you can buy in the TikTok Shop, there are four ways to shop. The platform offers buyable videos, in addition to the “vitrine” sections of each seller and the “loja” tab, which acts as a great showcase of all available products, from different brands. The TikTok Shop team has identified some positive trends throughout this month, which can help small retailers and large brands who want to leverage their business on the platform.
Some of the findings: sales focused on everyday products, profiles of sellers who publish content more often performed better and competitive pricing remains a critical factor in community preference.
The category of products best sold on the platform is Health & Beauty. And we note that products with strong social proof gained scale quickly. In addition, kits or product combos were quite successful. In Fashion & Accessories, another vertical among top sellers, it was possible to identify that simple items, with clear photos, generated more confidence in the purchase. And brands and retailers with fast deliveries were better positioned.In the Home & Lifestyle category, organization products appeared several times among the best sellers. We identified that simple assortment and immediate use facilitated the purchase decision.
The November results reinforce the role of the TikTok Shop as a platform where entertainment, discovery and shopping converge, generating real business opportunities for Brazilian brands and creators.
