In the late 1980s, “They Live” brought to theaters a pair of magical glasses that revealed hidden messages such as “Consumu” and “Buy”, printed on billboards. Today, without needing special lenses to glimpse the influence, just open the Tiktok To dive into an infinite scroll showcase with products and custom suggestions, where light and surrounding videos can become almost immediate triggers for consumption.
O Tiktok Shop He landed in Brazil on May 8, from the perspective that social networks will stop only influenced for now. The proposal is the so -called “Social Commerce”, a sales model in which the entire purchase journey occurs within the social network itself.
To the Infomoneythe platform points out that one of the differentials is in the dynamics of product discovery. Spontaneously, users face items of interest and, instead of looking for something specific, are impacted by recommendations while consuming content. Thus, entertainment is transformed into showcase – and curiosity, conversion.
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“For buyers, the experience is fluid and native. For sellers, especially PMES, the platform offers a unique opportunity to reach an engaged audience without the need for a prior followers base, as authentic content is what generates connection.”
In Tiktok’s assessment, the Brazilian public is more than prepared for the e-commerce they unite. This is because, according to the platform, 91% of users take some action after an app survey and 84% of these searches reflect exploration and evaluation phases.
When zaping through the social network, it is possible to find more than 1,000 brands that joined functionality in Brazil. In addition to names that are natively digital, such as Boca Rosa Beauty and Salon Line, are companies known for the most varied audiences, such as Natura (NTCO3), Boticário, L’Oréal, Stanley, C&A () and Riachuelo ().
Despite not disclosing sales numbers, the platform already reaps significant traffic and engagement signals. A Winnin Intelligence survey shows that it reached a peak relevance of 4.01 million views in May, exceeding the performance of the rival that has offered the sport since the end of last year.
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In all, more than 10,000 videos were published with the functionality tag, generating 7.2 million interactions. By comparison, he added only 144 videos and 16,000 engagement. “Tiktok Shop has already consolidated itself as a protagonist of video e-commerce in Brazil. And that changes the game to brands,” says Winnin’s analysis.
Billionaire potential in the Brazilian market
With 111 million users in Brazil, Tiktok has its third largest market here, behind only Indonesia and the United States. In a Santander report, analysts Ruben Couto, Eric Huang and Vitor Fuziharo project that Tiktok Shop can account for 9% of by 2028, representing a GMV (gross merchandise volume) between $ 25 billion and $ 39 billion.
To snap this amount, the platform has already been implementing a robust ecosystem. In addition to integration with reliable means of payment and managed logistics via post office and partner carriers, the social network says it supports sellers through Tiktok Shop Academy, seller center and Seller Mission program. With an eye on small sellers, there is also exemption from fees in the first 90 days and free shipping.
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In front of advertising, artificial intelligence is used to integrate creative (combination of different creative elements such as images, videos and texts) on scale and maximize results. The social network also has the affiliate program, allowing influencers and content creators to monetize by promoting products, creating a decentralized sales chain with viral potential.
In analyst perception, Tiktok Shop represents an opportunity and a challenge for the. Santander analyzed 28 companies listed in B3 () and concluded that only 18% already adopt native platform strategies, capable of producing greater engagement and lower customer acquisition cost.
For them, among the most prepared are Natura, Boticário and Burger King (), while traditional retailers such as Guararapes (owner of Riachuelo) and Vulcabras () face greater risk of market loss. “Brands and retailers cannot afford not to master Tiktok (…) may be the biggest disruption of retail since pandemic,” warns Santander analysts.
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Decision Psychology
In the US, where Tiktok Shop has been active since September 2023, the results help to scale the impact of. A survey by the YouGov platform, published last May, shows that 30% of adult platform users have made at least one purchase in the last 12 months, 41% of consumers between 35 and 54 years old are the most active.
There, the favorite categories are fashion, electronics, home and cosmetics. But reinforce that success is not just in the product, but in the way it is presented to users.
“The consumer decision -making process is much less rational than it seems,” explains Robson Gonçalves, coordinator of the Getulio Vargas Foundation Neuromarketing and Behavioral Economist course (FGV). He also points out that the new functionality bets on the so -called “Architecture of Choice” (or Nudge).
A fluid context that gives a “little push” so that the purchase is made at the exact moment of the peak dopamine generated by the expectation of reward, even before the impulse leaves. Even this behavioral intervention is not exactly new in.
As with this, Amazon created the purchase with a click, shortening the buyer’s path until the acquisition. Now, Tiktok Shop goes further and is eliminating “friction” by completing the entire journey within the social network itself.
Still in this shopping treadmill, Gonçalves points to another stimulus that this environment can cause the user: the “transfer of arousal”. It occurs when the emotional state caused by an activity – such as watching short videos or lives on Tiktok – transfers to another action that occurs next, like a.
This is because the consumer is in a moment of pleasure and relaxation, and this emotion is projected on the product presented on the screen. “The person is entertained, light and receptive, and this climate favors the will and the realization of the purchase.”
Algorithms and healthy shopping
But such efficiency also raises alerts from experts. “The person no longer buys what they want, but what the algorithm understands that it is ideal for them. This dehumanizes consumption,” says Gonçalves.
Ana Paula Hornos, a financial educator and psychologist, also points out that the emotional difference between buying on a platform like Tiktok and one is big. “The social network mixes leisure with consumption. Consumer feels among friends, which reduces critical sense and increases impulsivity.”
According to her, this enhances the risk of, moved by the search for momentary relief. The recommendation is to leave the item in the cart for at least 24 hours before completing the purchase and reflect on the need for purchase.
For those who fear compulsive behavior, some warning signs include:
| – Buy items that were not in planning and feel guilty soon after; |
| – Realize that purchases are made to relieve emotions such as anxiety, sadness or boredom; |
| – Increase the volume or frequency of purchases to feel the same level of satisfaction (as if it were a higher dose for the same effect); |
| – Hide purchases from family or friends; |
| – Commit the budget, failing to pay bills or accumulating debts. |
A healthy purchase, on the other hand, is intentional and conscious. In it, the consumer knows the reason for the acquisition, checks if the product fits in the budget and, especially, if it is aligned with the priorities. “The pleasure of this does not come to cover an emotional void, but to meet a real need or provide a significant experience,” says Hornos.
