TikTok Shop arrived in Brazil last Thursday (8), bringing with it the promise of generating R$39 billion in the country by 2028, equivalent to approximately 5% to 9% of the national e-commerce market, according to estimates from Santander bank. However, more than a new sales platform, the movement represents a profound change in the consumption journey, which is becoming increasingly immediate, visual, and connected to the experience within the platforms.
"The arrival of TikTok Shop in Brazil is a clear reflection of the evolution of the consumption journey," he statesBruno Almeida, CEO yesUS Media, leading media solutions hub in the Americas. People's behavior is more immediate, visual, and connected to native experiences within platforms, and brands need to increasingly understand media, context, and narrative to generate real sales.
For Almeida, the challenge now is not just capturing attention, but creating content with context, narrative, and purchase intent. "The consumer discovers, evaluates, and decides in a few seconds. The content needs to be native, relevant, and connected to the user's moment," he explains.
A US Media, which represents platforms such as Vevo, OneFootball, WeTransfer, and Tinder, emphasizes the importance of understanding consumer behavior on each channel. "It's not enough to be present; you need to know where, how, and when to activate your brand," says the CEO. This applies to TikTok Shop, YouTube, Vevo, and any platform where attention converts into action.
Almeida also highlights the importance of diversifying the media plan. "It is no longer possible to rely on a few channels," he/she/they states. Knowing how to leverage each person's strengths, from the traditional to the newer, is what will make the difference. According to him, the future of advertising lies in the intelligent integration of entertainment, content, and conversion, connected to the consumer's journey.
