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A TikTok Shop, funcionalidade que permite aos usuários venderem produtos diretamente na plataforma, está programada para ser lançada no Brasil em abril de 2025, apenas um mês após sua estreia no México. Essa iniciativa promete transformar o cenário do comércio eletrônico brasileiro, trazendo oportunidades e desafios para empresas e consumidores.
Após lançamentos bem-sucedidos em países como Estados Unidos, Indonésia e Tailândia, onde a TikTok Shop gerou US$ 9 bilhões, US$ 6,2 bilhões e US$ 5,7 bilhões em vendas respectivamente em 2024, a plataforma volta sua atenção para a América Latina. No México, a estratégia incluiu parcerias com empresas locais e incentivos agressivos aos vendedores, com foco em categorias como beleza, moda e eletrônicos. Espera-se que abordagem semelhante seja adotada no Brasil, com benefícios iniciais como isenção de comissões e frete grátis nos primeiros 90 dias.
O Brasil representa o terceiro maior mercado para o TikTok, com 111,3 milhões de usuários, atrás apenas da Indonésia e dos EUA. Estudos indicam que a TikTok Shop pode capturar entre 5% e 9% do e-commerce brasileiro nos próximos três anos, movimentando entre R$ 25 bilhões e R$ 39 bilhões até 2028. Essa projeção destaca a necessidade de varejistas locais adaptarem suas estratégias para aproveitar o potencial da plataforma.
Categorias com alta exposição no TikTok, como moda, beleza e eletrônicos, devem se beneficiar significativamente com a chegada da TikTok Shop. Empresas que já possuem presença ativa na plataforma, como C&A, Magazine Luiza, Mercado Livre, Natura e Renner, estão mais preparadas para capitalizar essa nova oportunidade. Por outro lado, marcas com menor engajamento digital podem enfrentar desafios e precisarão desenvolver estratégias específicas para competir nesse novo ambiente.
A integração de grandes marcas na TikTok Shop tem sido um desafio em outros mercados, com marcas de nicho e produtos virais obtendo maior sucesso. Além disso, a necessidade de conteúdo autêntico e criativo é fundamental para engajar a audiência da plataforma. Varejistas tradicionais devem adaptar suas abordagens para não perder relevância frente a concorrentes mais ágeis e inovadores.
A chegada da TikTok Shop ao Brasil representa uma mudança significativa no comércio eletrônico nacional. Empresas que souberem adaptar-se rapidamente às novas dinâmicas de consumo, investindo em conteúdo criativo e estratégias digitais alinhadas ao perfil da plataforma, estarão melhor posicionadas para prosperar nesse ambiente em constante evolução.
*O Brand-News não se responsabiliza por artigos assinados por nossos colaboradores
