TikTok Shop: How to Sell and Grow in the New Era of E-commerce

The arrival of TikTok Shop in Brazil in May 2025 marked a turning point in digital commerce. More than just a sales platform, it is a complete ecosystem where entertainment turns into shopping opportunities, blending the dynamic experience of social media with the convenience of e-commerce.

In this article, we’ll dive deep into the world of TikTok Shop, exploring its features, advantages, and, most importantly, how your brand can maximize this tool’s potential to boost sales and build authentic connections with your audience.

What is TikTok Shop and why is it a revolution?

TikTok Shop is a feature that allows users to buy and sell products without leaving the app. Its essence lies in mixing the best of entertainment with the practicality of e-commerce, creating a more natural and enjoyable shopping experience.

For consumers, product discovery happens organically, through videos and live streams. They can interact with creators and influencers in real time, ask questions, and read reviews, all in the same environment. This democratizes e-commerce and makes online shopping more accessible, even to people who may not be used to buying online.

For brands, TikTok Shop provides a new sales channel with a massive, highly engaged audience. The platform includes advanced targeting tools that help direct campaigns to the right audience, increasing effectiveness and visibility. The forecast is that this type of social commerce will move around R$ 5 billion in Brazil, following the global success where it already reached US$ 32.6 billion in 2024.

Main Shopping Formats on TikTok Shop

The shopping experience is seamless and offers multiple consumer touchpoints:

• Live Shopping: Sell in real time during live streams. This is the perfect opportunity to showcase products, interact with the audience, and drive immediate sales.
• Shoppable Videos: Add a shopping cart icon to your videos so viewers can buy products directly, without leaving the app.
• Profile Storefront: A feature that allows your TikTok account to have its own virtual store, displaying all your products to consumers.
• Shop Tab: A centralized section in the app, still being rolled out in Brazil, where products are displayed in a personalized way, based on users’ content consumption.

Essential Strategies for Your Operation

To succeed on TikTok Shop, optimizing your operations is key. It’s important to understand the tools available and how to use them to your advantage.

1. Creator Programs and Collaborations

Influencer marketing is one of the pillars of TikTok Shop. The platform’s affiliate program allows content creators to earn commissions from sales generated by their posts, strengthening the relationship between brands and influencers.

There are two collaboration models:

• Open Collaboration: Brands make free samples available so that all qualified creators in the program can request and promote their products in exchange for a commission. This format helps democratize the ecosystem and give visibility to smaller influencers.
• Targeted Collaboration: The brand invites a select group of influencers to promote its products in exchange for a customized commission.

The Affiliate Creative for Ads (ACA) feature is a powerful tool within this program. It allows creators to give a one-time authorization for brands to use their affiliate videos in ads. This gives advertisers access to millions of creators specialized in producing high-conversion content, enabling them to reach new audiences and automatically boost traffic.

2. Ad Formats and Optimization

TikTok Shop offers specific ad formats to boost sales, such as GMV Max (to promote feed content) and Live GMV Max (for live streams). Previously, ads directed users to external websites; now, purchases are completed inside the app, reducing checkout friction.

To maximize ad performance, follow these practices:

• Creative Selection: Choose Auto-select, which allows the system to automatically select the creatives with the highest sales potential. Unlike manual mode (limited to 50 videos per campaign), Auto-select has no restrictions, making it ideal for scaling campaigns.
• SKU Grouping: To optimize GMV, group your products strategically. A good practice is segmenting SKUs based on sales performance, for example, creating groups of “Hero SKUs” (high-performance products) and “Growth SKUs.”
• ROI and Budget Setup: Follow the platform’s recommended ROI, which is calculated based on historical performance. Also, use at least the suggested daily budget to ensure consistent campaign delivery.

3. Seller Center and TikTok Academy

To support merchants, TikTok offers Seller Center and TikTok Academy, two platforms providing tutorials, tips, and resources to guide your journey on the platform.

Although there are no costs to open a TikTok Shop store, the company charges a commission on each sale, but ensures the rate is competitive compared to other platforms.

The Future of E-commerce and the Role of TikTok Shop

TikTok Shop goes beyond its current features. With the promise of integrating technologies such as augmented reality and artificial intelligence, the platform is gearing up to deliver even more immersive and personalized shopping experiences.

For brands, the challenge and opportunity lie in adapting marketing strategies to an environment where content is king. Creating original content, engaging with the audience, and closely collaborating with creators are the keys to standing out.

TikTok Shop is here to solidify interactive shopping and discovery commerce, where consumers discover products while having fun. Those who know how to embrace this innovation will be ahead of the market, building real connections with audiences and taking sales to new heights. The question is: what will you do to prepare for this revolution?

Thinking of brands that aim to lead this movement, Corebiz has developed an exclusive framework of solutions for TikTok Shop, designed to support brands from the implementation and integration of the sales channel to campaign and community management within the platform. Talk to our team and start selling on TikTok Shop!