Brazilian e-commerce is entering a new phase, marked by the integration of entertainment and consumption. The advancement of tools like TikTok Shop and YouTube Shopping is transforming how consumers discover products and make purchasing decisions, and Black Friday 2025 promises to be the ultimate test of this new sales model.
With YouTube Shopping, users can purchase products directly from videos, live streams, and Shorts, without leaving the platform. The proposition is clear: to reduce the barriers between interest and conversion, offering a fluid and instant shopping experience. This move follows the trend pioneered by the Chinese social network, launched in Brazil in May, which popularized the concept of social commerce by combining the logic of spontaneous content with the convenience of immediate purchase.
The main difference between these platforms and traditional e-commerce lies in the discovery model. Instead of actively searching for a product, the consumer finds it organically, within narratives that evoke identification. The result is a more emotional consumption, driven by trust in content creators, a factor that is redefining digital marketing and retail strategies in the country.
This movement occurs within a context of high consumer expectations. The Purchase Intention Survey – Black Friday 2025, conducted by Tray, Bling, Octadesk, and Vindi, shows that 70% of Brazilians are already financially planning for the date and 60% intend to spend over R$ 500, while 32% still leave the decision to the last minute. This data reinforces the potential of social platforms to capture this undecided audience, offering visual stimuli and simplified shopping experiences.
For Rebecca Fischer , co-founder and Chief Strategy Officer ( CSO ) of Divibank , we are facing a profound transformation in international trade and consumer psychology. “The factory has become an influencer. Content has become a sales channel. And the consumer, increasingly aware and digital, is willing to experiment, even if it means rethinking everything they knew about brands,” she states.
By combining entertainment, influence, and convenience, social commerce is emerging as the new engine of Brazilian digital retail. This Black Friday, the trend is for YouTube and TikTok to solidify themselves not only as spaces for interaction, but as true conversion channels, where content ceases to be just a showcase and becomes the shopping cart itself.
