Brazilian e-commerce has entered a new phase. One year after starting operations in the country, TikTok Shop recorded 102-fold growth in average daily GMV per month, an indicator that measures the gross value of goods sold through the platform. In the same period, the average number of active affiliated creators, those who made at least one sale per day, grew 46 times.

The data, released by the company itself and passed on by Exame, reinforces the consolidation of social commerce in Brazil and show that the purchasing journey no longer depends solely on search, price and traditional storefronts to be driven by video, entertainment and influence.

For Diogo Kobata, entrepreneur and specialist in digital ecosystems, the advancement of TikTok Shop confirms a structural change in the way companies grow and win customers. He argues that the most relevant businesses in the next decade will be those capable of transforming the audience and the community into a competitive advantage.

“What is happening is not just a new sales front within a social network. It is a change in the companies’ distribution infrastructure. creator It stopped being just media and became a channel, commercial force and strategic growth asset”, he states.

Lives boost sales and accelerate conversions

The model gained strength because it reduces steps between discovery and purchase. Node traditional e-commerceconsumers usually enter a platform with the intention of researching a product. Node social commercethe path is reversed: demand arises during content consumption. A short video, live demonstration, or recommendation from a creator they can arouse interest, generate trust and lead to a purchase without the user leaving the application.

This behavior helps explain the growth of commercial lives. According to data released by TikTok Shop, between May 2025 and 2026, the average daily number of live broadcasts grew 20 times, while the average daily GMV per month generated by lives increased 161 times. In practice, the store starts to operate within the content, and entertainment becomes a conversion tool.

For the expert, this movement requires a new mentality from brands. It’s not enough to just open an operation within the platform or hire influencers on a one-off basis. The difference lies in building ecosystems capable of connecting creatorssupply, community, technology and distribution on an ongoing basis.

“The company that looks at the creator just as disclosure it misses the most important part of the game. THE creator A well-trained person understands the product, talks to the community, tests narratives and generates consumption data in real time”, he analyzes.

The expansion of TikTok Shop also puts pressure on traditional retail and already consolidated marketplaces. For years, the dispute in e-commerce was concentrated on price, shipping, delivery time and traffic volume paid. Now, algorithmic relevance, ability to generate desire and community strength start to have similar weight in the purchasing decision. Beauty products, home items, electronics and fashion find short video a favorable environment for demonstration, social proof and impulse buying.

In Diogo Kobata’s view, Brazil has characteristics that favor this advancement. The country combines a high presence on social networks, a strong recommendation culture, openness to new income formats and a brand market that seeks more efficient customer acquisition channels. When these factors meet technology, logistics and integrated payment methods, the social commerce it stops being a trend and starts operating as economic infrastructure.

“The next retail cycle will not only be won by those who have the biggest media budget. It will be won by those who know how to create their own distribution, activate communities and transform creators a real part of the growth strategy”, he highlights.

The rise of TikTok Shop indicates that digital commerce is moving from being just transactional to becoming increasingly relational. In this scenario, brands not only compete for consumer attentionbut trust built within communities. For companies, investors and founders, the new economy will increasingly be shaped by those who master the connection between content, technology, distribution and sales.

By Eluan Carlos H. Bürger