O Social Commerce é uma tendência crescente que está revolucionando 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,between content and online shopping,and finally arrives in Brazil this April
TikTok Shop capitalizes on the immediate 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 combination of entertainment, interação social e facilidade de compra no mesmo local,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 lies in 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 –not including 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 attention economy — a scenario where time spent on social media directly converts 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, your arrival promises to shake up the e-commerce market, 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 vectors of sales.
E-commerce accounts for 13% of global retail,e o comércio social, driven by influencers and immersive content, é a próxima onda – que vem potencializada pela aplicação eficaz de inteligência artificial na hiperpersonalização. 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 en vídeos, vitrines de produtos transmissões ao vivo — 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 frete grátis, tactics that may be replicated in Brazil to accelerate adoption
