TikTok had already been shifting how people consume content and how brands engage with the public. Now, with the official arrival of TikTok Shop in Brazil, the platform promises to go even further: turning entertainment into revenue. But with this novelty comes the inevitable question: is it just a passing trend, or are we witnessing a global movement that’s here to stay?
TikTok Shop’s proposal is simple in theory and ambitious in practice. It aims to integrate the entire shopping journey within the app itself. The user discovers a product in a video, becomes interested, checks reviews, interacts with creators, and completes the purchase in just a few clicks—without leaving the main screen. All of this powered by the light, creative, and engaging content that made the platform a global phenomenon.
According to TikTok’s own data, 90% of users who purchased through TikTok Shop were satisfied with the experience. In Brazil, one in three users has already bought something they saw there. The trend is clear: consumer behavior is changing, and brands need to keep up.
It’s true that social networks set trends all the time. But TikTok Shop has already gone beyond that stage. The model of immersive, real-time shopping—which mixes livestreams with digital storefronts and organic content—is already a consolidated reality in China and Southeast Asian countries. And the behavior seen there is beginning to repeat itself here.
In Japan, where TikTok Shop also debuted in 2025, the expectation is a direct impact on the local e-commerce market. In Brazil, the potential is even greater. We’re talking about a platform that already reaches millions of active users, with extremely high engagement levels and a user base that’s highly receptive to new shopping formats.
TikTok Shop requires more than simply listing products for sale. Brands must understand the platform’s logic, produce native content, identify influencers with real synergy, and move quickly with emerging trends. Those who treat the tool like a traditional channel—copying strategies from old social media or marketplaces—will struggle to achieve meaningful results.
The good news is that there are already complete solutions for brands that want to enter this game in a structured way. Corebiz, for example, offers an ecosystem that integrates everything from the technical setup, catalog, and e-commerce integration to trend-driven content creation, community management, and performance media. In other words, everything a brand needs to turn digital relevance into real sales.
If it’s true that consumers are increasingly connected and demanding, it’s also true that they seek faster, more authentic, and more integrated shopping experiences. TikTok Shop delivers exactly that. This isn’t a passing fad—it’s an adaptation to the behavior of a generation that buys the same way it consumes entertainment: in the flow, at a tap, in the moment.
There’s still a road ahead, of course. Infrastructure, logistics, and strategic maturity are important considerations. But the outlook is promising. And more than just keeping up with the change, brands must understand it and act. In the end, TikTok Shop is not only changing the storefront—it’s changing the logic of consumption.
Written by:
Felipe Macedo, co-CEO & Founder
at Corebiz
