One year after its launch in Brazil, TikTok Shop consolidates its presence in Brazilian digital retail, driven by the Discovery Shopping model, uniting entertainment, community, and consumption in an integrated experience. Since arriving in the country, the platform has registered a 102-fold increase in average daily GMV per month, exceeding the company's initial projections and rapidly expanding the adoption of consumers, sellers, and creators. During this period, the average number of active affiliate creators – those who made at least one sale in a day – grew 46 times.
In-app purchase behavior reinforces the power of this new model: according to in-app research with 17 users, today 57,8% of users complete purchases directly on TikTok Shop after discovering a product on TikTok.
O live commerce It has also established itself as one of the platform's main growth drivers in the country. Comparing May 2025 to May 2026, the average daily number of live streams increased 20 times, while the average daily GMV (Gross Merchandise Volume) generated by the broadcasts increased 161 times. Currently, the live streams with the highest sales volume in Brazil are concentrated in categories such as cosmetics and kitchenware.
“We had optimistic projections, but the numbers from this first year exceeded expectations. These twelve months have shown that the Brazilian consumer is increasingly open to a shopping experience based on discovery, entertainment, and interactivity. TikTok Shop connects creators, sellers, brands, and the community within the same environment, creating a more dynamic journey where the purchase happens in a much more spontaneous and personalized way.”"This is what Gustavo Mondo, Head of Category at TikTok Shop in Brazil, affirms." “Live commerce creates a closer relationship with the audience and offers the possibility of real-time interaction. By showing the product live, talking to the audience, and answering questions on the spot, the seller transforms interaction into trust, and trust into a purchase. It's the experience of the physical store transported to the digital world, but with much greater reach and scale.”.
Top selling products
The ranking of best-selling items throughout this first year highlights the diversification of products and interests on the platform. Below are the three best-selling items, divided by sub-category.
- Fashion: 1. Women's pants; 2. Women's t-shirts and blouses; 3. Women's casual dresses
- Beauty: 1. Women's body splash; 2. Men's body splash; 3. Men's perfume
- Home & Decor: 1. Pots and pans; 2. Sheets and pillowcases; 3. Thermos bottles
- Electronics: 1. Headphones; 2. Screen protectors and computer cases; 3. Smartwatches
Growing up stories
The platform's growth reinforces its potential. discovery commerce in the country and opens up space for brands, sellers and creators to develop new ways to connect with consumers within the digital environment.
Natura was the first beauty and personal care brand to sell through the platform and not only led TikTok Shop's Black Friday – breaking sales records on November 28, 2025, and placing three products in the top 10 Perfumery category – but also reinvented direct sales. The brand empowered its Beauty Consultants, transforming them into true content creators. Throughout November, several live streams were held, with the participation of 70 consultants during Black November. On the day of the event, a mega 12-hour live stream was held, resulting in a 228% increase in conversion of customers who were abandoning their shopping carts. Throughout 2025, 52,000 live streams were held, 60% of them produced by the Consultants themselves, generating over 32 million impressions and an engagement rate 3x higher than that of other creators. Furthermore, during Carnival, the brand held a live stream with a beauty consultant directly from the Camarote 2222 VIP area, which generated 80% new customer acquisition and saw a 68% increase in views compared to the result achieved on February 2nd, the last double-date activation by the brand.
Riachuelo, the first major fashion brand to join TikTok Shop, has already accumulated over 130 orders on the platform in the last 12 months, making various items go viral, such as wide-leg pants, a Casa Riachuelo bathrobe, and a tote bag. Furthermore, the brand became the first in the fashion sector to hold a Super Brand Day in Brazil, and during the campaign, the brand released exclusive content featuring Silvia Braz and a collection in partnership with the influencer, which was launched simultaneously on TikTok Shop and Riachuelo's official website.
The strength of TikTok Shop in Brazil is already transforming the trajectory of small and medium-sized businesses in the country. BigHome Brasil, in the Home & Living category, began operating on the platform in December 2025 and, within a few months, transformed TikTok Shop into its main sales channel, practically doubling its revenue. In 2026, the company had already accumulated R$ 17 million in revenue within the platform and registered a record of... live commerce In Latin America, sales reached US$100 in a single broadcast. The affiliate ecosystem also played a central role in the brand's growth, which reached an average of 300 active affiliates with sales in the last 28 days. Currently, TikTok Shop already represents five times the revenue of the company's second main sales channel.
Moderna has stood out as one of the leading growth cases on TikTok Shop in Brazil. Since the brand joined the platform in May 2025, its revenue has more than doubled, and TikTok Shop now represents 60% of the company's total sales. Today, the operation has over 9 active affiliates, responsible for moving more than 10 units sold per day, in addition to boosting the expansion of its own production and the brand's team.
The platform's growth has also expanded opportunities for content creators, who have begun transforming audience and engagement into new business models within TikTok Shop. Creator Lua Blossom, for example, surpassed R$1 million in GMV after turning live streams about fragrances into her main activity.
Another example is the creator Vitória Merlos, who has already reached a total GMV of R$ 2.8 million, with R$ 2.4 million from live streams alone. In total, Ve Merlos – as she is known on the platform – has already held more than 200 live streams and sold more than R$400 worth of products in a single broadcast.
