The TikTok Shop arrived in Brazil last Thursday (8), and with it the promise of moving R$39 billion in the country by 2028, equivalent to something between 5% and 9% of national e-commerce, according to estimates from Santander bank. However, more than just a new sales platform, the movement represents a profound change in the consumption 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 consumption 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 the platforms, and brands need to increasingly understand media, context, and narrative to generate real sales.”
For Almeida, the challenge now is not just to capture attention but to create 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.
US Media, which represents platforms like Vevo, OneFootball, WeTransfer, and Tinder, reinforces the importance of understanding consumer behavior on each channel. “It’s not enough to just 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. “It’s no longer possible to rely on a few channels”, he says. “Knowing how to take advantage of the strength of each one, from traditional to newer ones, will make the difference”. According to him, the future of advertising lies in intelligent integration between entertainment, content, and conversion, connected to the consumer’s journey.
