TikTok is no longer just a promise — it is a rapidly transforming reality. What started as a platform for viral dances and fun challenges has evolved into one of the biggest forces of influence and consumption on the internet. And for e-commerce, this change represents more than an opportunity: it is a true reinvention of the shopping journey.

The highlight is its highly responsive algorithm, capable of accurately understanding users' interests. The scrolling of the "For You Page" works like a personalized showcase, where the consumer discovers products without necessarily searching for them. Unlike social networks like Instagram or YouTube, where content is usually consumed through intentional searches or followed profiles, TikTok favors spontaneous discovery. That explains the success of hashtags like #TikTokMadeMeBuyIt and #viralproducts, which total billions of views worldwide.

The value of social proof on TikTok

This desire is not created by traditional advertising campaigns, but by authentic content. Honest reviews, spontaneous unboxings, and real tests generate a type of engagement that is hard to achieve with conventional ads. The so-called social proof is strengthened when the consumer sees another person genuinely using and endorsing a product.

This creates space for small businesses and independent creators, who can go viral through creativity and consistency without relying on large media investments. TikTok, in this sense, democratizes reach and repositions content as the central piece of the sales strategy.

TikTok Shop: the direct e-commerce within the app

More than stimulating the desire to buy, TikTok now also facilitates conversion. A TikTok Shop, which is set to launch in Brazil in April, shortly after debuting in Mexico, represents a significant advancement: consumers will be able to complete their purchase directly within the app, without leaving the platform.

According to Santander's projection, this feature could capture between 5% and 9% of all Brazilian e-commerce in the three years following its launch, becoming a new major competitor in the national digital retail sector. The impact will be significant — both for big brands and for beginner entrepreneurs.

With over 775 million active users worldwide, TikTok is now the third largest social network in global reach. And it is there that brands are finding space to grow, especially by connecting with Generation Z and millennial consumers, two groups that shape trends and purchasing behaviors.

Usability techniques and strategies

But it's not enough to know the trending hashtags. To stand out on the platform, you need to understand its language, its dynamics, and create native and engaging content. Hashtags like #viralproducts, #tiktokmademebuyit, #viralproducts, and #shoppingontiktok are great starting points to identify trends, but they only work when paired with videos that truly connect with the audience.

What really works are short, dynamic, creative, and personal formats. This forces brands to think like content creators, not just advertisers. This new model may seem challenging at first, but it is also a unique opportunity to humanize communication and create real connections with the audience.

TikTok is no longer just an entertainment social network. It is establishing itself as a complete ecosystem of discovery, influence, and sales. With the arrival of TikTok Shop in Brazil, online retail gains a new, more agile and integrated field of operation, where consumer attention is captured and converted within minutes.

Ignoring this movement now is to repeat the mistakes of those who underestimated Instagram in 2016. It may seem early to invest time and effort in the platform, but the real risk is falling behind.

The time to explore this territory is now. Whether to increase your brand awareness, strengthen customer relationships, or leverage the power of influencers and social proof, TikTok can be a game-changer for your e-commerce.

TikTok has established itself as much more than a social network: it is a cultural laboratory where Generation Z redefines the rules of consumption and engagement. Your accelerated dynamics, driven by an algorithm that favors discovery over followers, has turned the platform into a thermometer of global trends. Movements like #CleanTok, which popularized organizational habits, and #BookTok, which revitalized the publishing market, demonstrate how the platform anticipates demands even before they become mainstream (a concept that expresses a trend). For brands, monitoring these trends is not enough — it's necessary to dive into the narratives behind them, understanding the values that drive each virality, such as inclusion, sharp humor, and questioning social norms.

A common mistake among companies is believing that replicating viral formats guarantees success. Videos that "explode" on TikTok are products of unique contexts: they combine precise timing, authenticity, and connection to specific cultural moments. The "Silhouette Challenge," for example – a viral challenge where participants made videos of themselves dancing in silhouette, with a filter that concealed body details, went viral not only for its aesthetics but also for capturing the search for self-expression after isolation. Brands that mimicked the challenge without understanding this context failed, demonstrating that virality cannot be bought — it is achieved through sensitivity to the cultural landscape.

To adapt, brands need to prioritize authenticity over perfect scripts. Generation Z rejects rehearsed speeches and values raw and spontaneous content, as demonstrated by the company Ryanair, which adopted self-deprecating humor in its videos and gained relevance organically. Agility is also crucial: TikTok requires constant experimentation, with rapid testing, real-time data analysis, and agile adjustments. Duolingo exemplifies this approach by adapting its mascot, Duo, to absurd memes, adjusting the tone based on the community's immediate feedback. Finally, it is essential for brands to collaborate with creators and users, co-creating rather than imposing narratives. Chipotle, for example, not only sponsors challenges but also incorporates public suggestions into its menu, turning consumers into active partners.

TikTok's legacy for marketing lies in replacing the obsession with virality with the pursuit of cultural relevance. This requires humility to listen, courage to make mistakes, and flexibility to learn from the community. Generation Z doesn't want to be just an audience — they demand to be protagonists. In this chaotic and constantly evolving ecosystem, the brands that stand out are those that internalize adaptability as part of their DNA, understanding that culture cannot be controlled — it is dialogued with. The future belongs to those who see TikTok not as a stage for ready-made speeches, but as a lively conversation, full of insights for those willing to listen and grow together.