Ablelive holds 1st live commerce session of TikTok Shop in Brazil

The e-commerce feature of TikTok, called TikTok Shop, officially debuted in Brazil at 0:01 on Thursday, May 8. The debut session was conducted in Sao Paulo, in the studios of Ablelive, the first Brazilian agency specializing in live commerce for TikTok. In the debut session, bags, backpacks and fashion accessories of the brand @jami_jamiii were sold.

The TikTok Shop arrives in Brazil after consolidating itself as a relevant player in international e-commerce, gaining large market share in countries such as the United States, United Kingdom, China and Indonesia. In its home country, China, sales via lives, in which a digital influencer presents live products, which can be selected and purchased with a single click, already represent about 20% of the total e-commerce turnover. That is, one in five online sales occurs on some live platform.

In Brazil, market studies indicate that live commerce should move, by 2028, the equivalent of US$ 6.7 billion per year. The calculations are made considering the size of the Brazilian market and the penetration rate of e-commerce in the country. According to Yan Di, CEO of Ablelive, Brazil should become the main frontier of expansion of TikTok live commerce worldwide. “ Due to the great penetration of TikTok among Brazilians and the digitization of national retail, there is no more promising place to increase sales that in TikTok do Brasil, he states.

In the country, TikTok keeps more than 105 million monthly active users, that is, people who access the application at least once a month. Due to the quality of its algorithm, TikTok can recommend lives to specific audiences, directing electronic transmissions to users who have researched on this topic or tourism lives for travel fans. To attract sellers, TikTok Shop has adopted aggressive policies, such as exemption from commission on sales (take rate) for up to 90 days and, for consumers, ensures advantages in shipping and discount coupons.

Ablelive maintains a team of more than 300 exclusive TikTok creators trained to convert lives into sales and supports brands that want to enter this market place and need, in addition to specialized guidance, infrastructure, such as studios and professional recording and live streaming equipment.