Tiktok Shop, an e -commerce tool for the social network of the same name, has reached full force to Brazil and is redefining the dynamics of the market. With an increase of 4,500% in its sales volume over a period of just three months, the platform has become a competitive threat of weight for the industry large, especially the free market ().
“We believe that the current competitive scenario in Brazil is the hardest we have ever seen,” said Itaú BBA in a report published on Tuesday (9).
The Tiktok Shop was launched in Brazil in May 2025, with the so -called “Social Commerce”, a sales model in which the entire purchase journey occurs within the social network itself. That month, the gross volume of goods totaled US $ 1 million; In June, he jumped to $ 10.1 million; in July, to US $ 25.7 million; And in August, it reached US $ 46.1 million, according to Tabcut data.
Gross Merchandise Volume (GMV) estimated from Tiktok Shop in Brazil at US $ million:
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Free Market that takes care
Itaú BBA said this amount represents 2% of free market sales in Brazil in 2025, the leader in the Brazilian online market, with more than 40% of share, according to the bank. In the report, the financial institution mentioned that about 50% of Tiktok Shop’s sales volume in Brazil came from the ‘Marketplace’ tab, a category that represents a user flow similar to the Argentine company audience.
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The competitive environment, however, goes beyond Tiktok. SHOPEE maintains accelerated growth in the country -60% to 70% over the previous year, against about 30% of the free market -while Amazon reinforces its strategy of logistics and integration of salespeople, cited the financial institution.
This whole scenario plays pressure on market share and requires new free market strategies, according to the bank.
“This scenario justifies the continuous investment in logistics density, payment systems, loyalty programs and services of the ecosystem, even if short -term profitability remains uncertain. We reinforce our more cautious view compared to the 3rd quarter, when all Argentine logistics and more volatile investments should generate downward projections.”
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Despite the fierce dispute between the giants, Itaú BBA stressed that the arrival of new participants and the increase in investments should accelerate the migration of offline purchases to online-a movement that, in the long run, tends to expand the e-commerce market as a whole.
