With just two months since the launch of TikTok Shop in Brazil, some brands have already embraced the tool, structured social commerce strategies, and created affiliate programs to leverage the selling power of content creators. Local sellers have already earned more than R$ 1 million with a single product, and many creators have started generating more revenue from sales commissions than from content partnerships.
I’ve been working with creative strategy for TikTok Shop in the United States for about two years and have seen brands like Goli Nutrition become sales phenomena by expanding their acquisition channels through discovery commerce, a model where users can shop while watching feed videos or live streams.
Since 2021, TikTok Shop has been operating in the UK, Thailand, Vietnam, Malaysia, Singapore, and the Philippines. In 2023, it reached the United States, and in 2025, it launched in Mexico, Spain, Germany, France, Italy, and, since May, also in Brazil. Although the North American market is more active in terms of purchasing power and consumer behavior, Brazilians have a trust relationship with creators that positions the tool as one of the main promises to reshape e-commerce in the country.
For content creators, more business opportunities
TikTok Shop strengthens affiliate creators, whose main income comes from commissions on third-party product sales, while also boosting those who already have other revenue streams. Previously dependent on one-off partnerships, creators can now control the entire process, using the platform’s infrastructure to manage sales, commissions, and direct conversion links with multiple brands, making it easier to track revenue and strategic business thinking.
The relationship between creators and brands must be win-win: brands avoid distributing products to affiliates with no sales potential, and affiliates don’t invest time in unattractive items or those with low commissions. Meanwhile, YouTube channels and profiles like Shigueo Nakahara’s (@shigueo_nakahara) teach creators and sellers how to use the platform, sharing earnings stories ranging from R$ 100 to R$ 30,000 in commissions in less than a month, even with audiences of just a few thousand followers.
For brands, solution and challenge
Shoppable video allows users to complete the entire purchase journey within the video link itself, eliminating external pages and attribution issues. Integration with e-commerce improves result tracking and makes partnerships with creators more effective. TikTok’s algorithm reduces the distance between a viral video and sales generation, as all reach is linked to a purchase link.
In addition to videos, it’s possible to sell through live streams, produced by the brand or creator, and through showcases accessible in the toolbar above the video. Stores also feature ad formats like GMV Max, which promotes products in the feed, and Live GMV Max, which boosts live streams.
Although TikTok Shop eliminates noise in the social media shopping experience and provides predictability for partnership numbers, brands must accept that they’ve lost total control of the narrative. Success depends on providing creators with information that helps them produce effective content, manage affiliate programs, and select products aligned with the purchasing decision context: emotional, impulsive, and usually with a lower average ticket.
What’s still missing in Brazil
In the United States, the platform funded discounts in partnership with brands, offered almost symbolic shipping fees, and assigned category sales representatives to encourage usage. Brands even sold products with 50% discounts subsidized by TikTok Shop. Even after two years, the American operation still receives monthly updates, and many of the promised tools are expected to arrive in Brazil.
In the Brazilian market, there’s already a clear division between the Seller Center (product, delivery, and logistics management) and the Affiliate Center (creator search and management). Available categories include beauty and health, fashion, home and decor, electronics, and sports, and the Live Shopping feature was released just weeks after the debut.
One awaited feature, still without a release date, is ‘refundable samples’: brands send products to beginner creators, and after they reach certain sales or content publication goals, they can request a refund and permanently join the affiliate program.
Thus, TikTok Shop shortens the distance between entertainment and shopping but requires brands to adapt to the loss of narrative control and creators to act as entrepreneurs. Those who quickly understand this dynamic tend to reap the best results.
*Danilo Nunes is a professor at ESPM, researcher in Creator Economy and CVO, and partner responsible for Thruster Creative Strategy , an agency specialized in performance-focused creation, with national and international operations.
