The TikTok Shop arrives in Brazil this Thursday (8th), with the promise of generating R$39 billion in the country by 2028, equivalent to something between 5% and 9% of the national e-commerce, according to estimates from Santander bank. However, more than just a new sales platform, the move represents a profound change in the consumer journey, which becomes 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 consumer journey,” says Bruno Almeida, CEO of US Media, a 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 only to capture attention but to create content with context, narrative, and purchase intent. “Consumers discover, evaluate, and decide in a few seconds. The content needs to be native, relevant, and connected to the user’s moment,” he explains.
US Media, representing platforms like 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 emphasizes the importance of diversifying the media plan. ‘No longer can we rely on just a few channels,’ he says. ‘Knowing how to leverage the strength of each one, from traditional to newer ones, will make the difference.’ According to him, the future of advertising lies in smart integration between entertainment, content, and conversion, connected to the consumer’s journey.
