A Tiktok Shop – which allows users to sell products on the platform – should arrive in Brazil in April, just a month after launch in Mexico.
The entry of a new player must mess with Brazilian e-commerce, and some banks are already analyzing companies that are more and less threatened by the new scenario.
Reports of Santander and Itaú show that functionality should operate next month, based on news from the Chinese website DSB.
A CNN contacted the Tiktokbut did not confirm the release date of the tool.
According to Santander’s report released on Monday (10), Tiktok’s launch in the Mexican market revealed an opening for partnerships with established companies, aggressive incentives for salespeople and a greater adoption in the categories of beauty, fashion and home.
Given this, the bank evaluates that the arrival of the new tool “can represent a significant opportunity for local companies, especially in segments with high levels of engagement on the platform, such as beauty and personal care, fashion/devices, health -related and electronic products.”
With this, some brands were pointed by the bank as more prepared for the arrival of Tiktok Shop on Brazilian soil:
- C&A;
- Magazine Luiza;
- Free Market;
- Nature;
- Renner.
However, even with the positive experience of Mexicans and the possibility of new business, Santander signals the urgency of Brazilian retailers to develop specific strategies for the platform.
According to the report, the least prepared are:
- Azzas 2154 (Arezzo & Co and Soma Group merger);
- Guararapes (Riachuelo);
- Group Group Group Group;
- Vulcabras.
The bank also projects that the platform should start the first 90 days in Brazil with some benefits, such as days without commissions, free shipping and a total ban on jewelry, food products and used items.
Santander had already calculated in February this year that it became the newest competitor of e -commerce.
This is due to the Brazilian potential, consolidated as the third largest market on the platform. There are 111 million Brazilian users at Tiktok, behind only Indonesia and the US.
- 1st Indonesia: 161.1 million users;
- USA 2: 137.9 million users;
- 3rd Brazil: 111.3 million users;
- 4th Mexico: 81.1 million users;
- 5th Vietnam: 69.2 million users.
In a report, Itaú also highlighted the potential of Tiktok Shop expansion, evaluating its impact on other markets.
By 2024, the platform generated $ 9 billion in US sales, in addition to $ 6.2 billion in Indonesia and $ 5.7 billion in Thailand.
With this, the bank has estimated that the arrival of the new Tiktok tool could even boost e -commerce sales up to $ 3 billion.
Itaú’s assessment is that, considering the American experience, Tiktok Shop has been difficult to integrate large and established brands.
“Instead, the most successful salespeople were niche brands that adapted well to the platform’s exclusive sales approach, or became viral early on,” the bank said.
