O Social Commerce é uma tendência crescente que está a revolucionar a forma como produtos e serviços são vendidos online. New business trend originating in China and heavily accelerated by the pandemic, she now has in her "eye of the hurricane" the revolution brought by TikTok Shop, platform that has shown great potential in various countries to boost sales through deep integration, native, entre conteúdo e compras online, and finally arrives in Brazil this April
TikTok Shop capitalizes on the impulsive behavior of the new generation of digital consumers seeking instant gratification. According to research in different markets, like the American, the British and the Asian, TikTok users are highly likely to make direct in-app purchases due to the entertainment combination, social interaction and ease of purchase in the same place, in an absolutely frictionless journey that allows fulfilling the consumption desire without the need to leave the platform
One of the main advantages of this new business model introduced by TikTok Shop is the short video format characteristic of the platform and integrated with the online store that, besides quickly capturing attention, also drives impulse buying. The platform allows creators and brands to directly integrate links to products displayed in videos, transforming interest into real conversion quickly
As I recently shared in interviews with some specialized television news outlets, TikTok Shop recorded a significant increase in sales conversions compared to other traditional forms of e-commerce, capable of achieving up to 10 times more results. This occurs especially due to the emotional connection that users develop with influencers and organically generated content, o que aumenta a confiança e credibilidade nos produtos promovidos – excluding the speed of purchase on the app, leveraging the impulse to buy
Another important factor for the success of TikTok Shop is the user experience, highly optimized for mobile. In a scenario where every second counts to capture the consumer's attention, the smoothness of navigation and the simplicity of the integrated checkout are crucial to reducing cart abandonment rates
TikTok além de uma plataforma de vídeos
TikTok has long transcended its origin as a short video and dance platform. Today, it is a phenomenon that redefines the intersection between entertainment and commerce, driven by the economy of attention — a scenario where time spent on social media directly translates into business opportunities. In markets such as the United States and Indonesia, TikTok Shop movimentou 33 bilhões de dólares em 2024, figure illustrating the power of this new frontier of social commerce. In Brazil, where users spend more than 30 hours monthly on the app, sua chegada promete agitar o mercado de comércio eletrónico, quecan generate almost R$ 39 billionwithin the national territory until 2028 (according to a study released by Santander bank)
The rise of TikTok Shop is intrinsically linked to changes in consumer behaviour. We live in an era where attention is the most valuable asset, and platforms that can capture it — como o TikTok, with your precisely tuned algorithm — become natural sales vectors
The e-commerce accounts for 13% of global retail, and social commerce, driven by influencers and immersive content, é a próxima onda – that is enhanced by the effective application of artificial intelligence in hyperpersonalization. Thus, quando o utilizador assiste a uma transmissão ao vivo de um criador a testar um produto de beleza, the purchase can be completed in seconds, without leaving the app. This eliminates friction and boosts impulse sales, que são o coração do retalho
The platform operates in countries such as the USA, United Kingdom, Китай, México y Indonesia, where are built-in features — como ícones de compra em vídeos, product showcases and live broadcasts — simplify the consumer journey. In Indonesia, for example, 9 of the 10 largest TikTok Shop stores in 2024 were in beauty and personal care, segment that also dominated the highest revenue live streams in the UK. The TikTok strategy includes aggressive incentives to attract sellers, como períodos de 90 dias sem comissões e envío gratis, tactics that may be replicated in Brazil to accelerate adoption
TikTok Shop
In the Brazilian scenario, the arrival of TikTok Shop in April 2025 occurs in a fiercely competitive environment. Giants like Mercado Livre (which recorded a GMV of US$ 51,5 mil millones en 2024, Amazon and Shopee dominate the market, but the Chinese platform bets on its unique ability to unite content and commerce.Brazil is an ideal laboratory for social commerce: eight out of 10 TikTok users open the app daily, e 56% das compras online são realizadas no período noturno, peak consumption time on the platform. Furthermore, the predominant profile — 62% of users are between 10 and 29 years old, and 57% are women — aligns perfectly with categories such as beauty, fashion and well-being, focos iniciais do TikTok Shop
The integration between algorithm, content and checkout are the main differentiators. While traditional platforms rely on active product searches, TikTok Shop uses organic discovery: influencer videos, viral trends and personalized recommendations guide the user to purchase. The TikTok search engine is already powerful, but now it will connect directly to the product showcase. Imagine a user searching for "skincare for oily skin" and finding not just tutorials, but the products mentioned, resenhas e opções de compra em um só lugar
For the sellers, the novelty will require creativity. Authentic content and creator partnerships will be essential to build trust, especialmente en un mercado donde el 48% de los consumidores desconfían de los anuncios tradicionales, according to Opinion Box. Furthermore, the logistics — punto crítico en Brasil — may be an initial challenge. While in the United Kingdom TikTok manages deliveries, here the platform should depend on partnerships with local operators, seguindo o modelo adotado no México
The competition, however, does not sleep. Amazon reduced commissions for itssellersat 3% in February 2025, and Mercado Libre expanded its ecosystem with Mercado Pago, that already manages US$ 6,6 mil millones en crédito. Já a Shopee e a Temu disputam preços baixos, while national brands like Magazine Luiza invest in live streams, new features and influencer integration. In this context, TikTok Shop will need more than virality: it will require a tuned operation, support for sellers and deep understanding of Brazilian regulatory and tax particularities
Even so, the potential is undeniable. Projections from Santander estimate that the platform could capture up to 9% of the country's online sales by 2028. This reflects an irreversible transformation: the retail of the future will not be divided between online and offline, but between experiences that engage and those that fail to retain attention. TikTok Shop is at the forefront of this change
Therefore, para marcas e vendedores, the adaptation to the speed of this platform, onde tendências nascem e morrem em questão de horas, will be crucial. Whoever masters the art of selling without interrupting the user experience will achieve not only sales, but loyalty and the increase of its value in the market
