What changes in Brazilian e-commerce with the arrival of TikTok Shop

The arrival of TikTok Shop in Brazil marks a new chapter in national e-commerce. More than a simple functionality, it is a significant transformation in the way brands, content creators and consumers relate. For the first time, the purchase journey can begin without the user having to leave the social network.

While the goal of Chinese big tech is that consumers also finalize purchases there, some sales channels are already consolidated among Brazilians.In addition to large marketplaces, companies believe in the direct sale model, in a proprietary portal, with discount codes traceable and distributed by influencers.

Matheus Mota, CEO of B4You, a Brazilian platform that connects brands to content creators focused on performance and sales, points out that the real competitive advantage will not only be in the use of technologies such as TikTok Shops, but in the ability of companies to strategically manage their partnerships with creators and accurately understand the profile of the most suitable products for this environment. “It is not enough to add a purchase link to a video; you need to tell a story, build authority and awaken desire, all in a few seconds”.

In this context, choosing the right creators becomes a key piece. More than numbers of followers, it is worth the real engagement, alignment with brand values and the ability to influence purchase decisions.

With the arrival of the TikTok Shop, the creators market tends to warm up even more. The demand for influencers with real conversion power should grow exponentially, and platforms such as B4You will be fundamental in this process of professionalization and sophistication of the sector 'for offering ways to do the complete management of content creators and campaigns.

The bet of TikTok

Outside Brazil, the model adopted by the TikTok Shop has already proved effective, especially among the younger ones, accustomed to consuming entertainment and products at the same time.Here, the trend finds fertile ground in a dynamic, creative and highly engaged digital ecosystem. But despite the enthusiasm, one question remains: is the Brazilian consumer prepared for this new shopping experience?

According to a report signed by Santander, the expectation is that the TikTok Shop will capture between 5% and 9% of e-commerce in the country by 2028, which may represent up to R$ 39 billion in gross volume of goods (GMV). Fashion and beauty emerge as the segments with the greatest potential for traction within the platform, driven by visual appeal and impulse buying decisions typical of the social commerce environment.

“The public will feel what is to come. The user himself will take time to get used to using the TikTok Shop. This first year will be a year of hype, but at the same time of adaptation.Generation Z will trust first, but the others tend to have a little resistance to the” platform, says Matheus Mota, CEO of B4You.

The TikTok Shop therefore ushers in a new era where content and commerce go hand in hand. For companies, it is a unique opportunity, but also a concrete challenge. The race has already begun, and those who know how to connect narratives, people and products with strategy and intelligence will come out ahead.