TikTok Shop is no longer a novelty in Brazil. In just over a year of operation, the platform accumulated 134 million users and 102-times growth in average daily GMV (source: TikTok Newsroom), with BTG Pactual estimating an annualized GMV of R$20 billion in the country in 2026. There are already more than 50,000 active shops and around 500,000 creators selling products through the platform (source: E-Commerce Brasil).
For anyone thinking about starting now, the first key point is to understand that TikTok Shop does not work like a traditional marketplace. The sale is not born from someone searching for the product — it is born from the video, the content, "discovery shopping". That completely changes the logic: instead of optimizing keywords and product listings, the seller needs to think about creatives, video scripts and, above all, which creators will promote that product.
The categories with the most traction in the country include fashion (up 154%) and beauty (up 151%), according to Central do Varejo data, but the growth spreads across practically every consumer segment — home, pet, electronics and food also appear frequently among the trending products.
To get started, the basic steps are: create the seller account (individual or company, depending on the intended volume), list the first products with quality photos and videos, and build a creator strategy — whether through direct partnership or through the TikTok Shop Affiliate Program, the platform's native affiliate program.
The biggest mistake of those who start without planning is choosing a product in the dark. With a market this size and at this growth rate, relying on real sales, growth and creator data from day one is what sets apart those who come to stay from those who give up in the first month without selling anything.
Start your TikTok Shop operation today with the support of real data from Vellum Lens.
