Just two months after the launch of TikTok Shop in Brazil, some brands have already integrated the tool, developed social commerce strategies, and created affiliate programs to leverage the selling power of content creators. Local sellers have already generated over... R$ 1 million With a single product, many creators began generating more revenue from sales commissions than from content partnerships.
I've been working on creative strategy for TikTok Shop in the US for about two years and have seen brands like Goli Nutrition Become sales phenomena by expanding your acquisition channels via discovery commerce, a model where users can buy while watching videos in the feed or live streams.
Since 2021, TikTok Shop has operated in the United Kingdom, 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 Brazil. While the North American market is hotter in terms of purchasing power and consumer behavior, the Brazilian market has a strong relationship of trust with creators, positioning the platform as a key player in reimagining e-commerce in the country.
For the content creator, more business.
TikTok Shop strengthens affiliated creators, whose primary income comes from commissions on sales of third-party products, while also boosting those with other revenue streams. Previously reliant 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 strategize their business.
The relationship between creators and brands needs to be a win-win: the brand avoids distributing products to affiliates without sales potential, and affiliates don't invest time in items that are unattractive or have low commissions. Concurrently, YouTube channels and profiles like Shigueo Nakahara's (@shigueo_nakahara) teach creators and sellers how to use the platform, sharing stories of earnings ranging from R$1,000 to R$30,000 in commissions in under a month, even with audiences of only a few thousand followers.
For brands, solution and challenge
The shoppable video allows the user to complete the entire purchase journey within the video link itself, eliminating external pages and attribution problems. Integration with e-commerce improves the readability of results and makes collaborations with creators more effective. The TikTok algorithm reduces the distance between a viral video and sales generation, as all reach is connected to a purchase link.
In addition to videos, it's possible to sell through live streams, produced by the brand or creator, and through shoppable displays accessible in the toolbar above the video. Stores also have ad formats like GMV Max, which promotes products in the feed, and Live GMV Max, which boosts live broadcasts.
While TikTok Shop removes noise from the social media shopping experience and provides predictability to partnership numbers, brands need to accept they've lost complete control of the narrative. Success depends on providing creators with information to help them produce effective content, manage affiliate programs, and select products aligned with the emotional, impulsive, and generally lower-average-ticket purchasing decisions.
What's still missing to arrive in Brazil
In the United States, the platform leveraged discounts in partnership with brands, offered almost symbolic shipping costs, and assigned sales representatives by category to encourage usage. Brands were even selling products with 50% discounts subsidised by TikTok Shop. Even after two years, the American operation continues to receive 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 (managing products, deliveries, and logistics) and the Affiliate Center (finding and managing creators). Available categories include beauty and health, fashion, home and décor, electronics, and sports, and the Live Shopping feature was released just a few weeks after launch.
A much-anticipated feature, with no release date yet, is "refundable samples": brands send products to emerging creators, and after reaching specific sales or content publication targets, they can request a refund and officially join the affiliate program.
So, TikTok Shop bridges the gap between entertainment and shopping, but it requires brands to adapt to the loss of narrative control and creators to act as entrepreneurs. Those who quickly grasp this dynamic tend to reap the best results.
*Danilo Nunes He is a professor at ESPM, a Creator Economy and CVO researcher, and a partner responsible for Thruster Creative Strategy A specialist creative agency focused on performance, operating nationally and internationally.
