Those who already sell well on one channel and are thinking about expanding face a different decision from those starting from scratch: it is not about "which platform to choose", it is about "in which order to enter and with which product to test first". Getting that order wrong costs time and working capital that could be invested more efficiently.
The Brazilian marketplace market added up to R$182 billion in GMV with 31% growth (source: BXTData), with Mercado Livre and Shopee in the lead and Amazon adjusting its operating strategy in the country (source: E-Commerce Brasil) — a sign that there is still room for growth and fierce competition among the big traditional players. At the same time, TikTok Shop grows at a much faster pace, albeit from a smaller base, with annualized GMV estimated at R$20 billion for 2026 (source: BTG Pactual).
The expansion decision depends less on "which platform is better" in absolute terms and more on three factors specific to your product: first, does the product depend on detailed technical descriptions and price comparison (favoring search marketplaces) or on visual demonstration and emotional appeal (favoring TikTok Shop)? Second, does your logistics operation already support the delivery SLA each platform requires? Third, do you have, or can you build, a network of creators/affiliates to sustain sales in the discovery model, or is your strength more in ad optimization and product listings?
Testing with a pilot product, measuring the real result for 30 to 60 days and only then deciding where to scale the investment is a much safer approach than expanding to every channel at once with no data at all about which one really fits your product.
Before expanding, track the real performance of products on TikTok Shop with Vellum Lens and decide based on numbers, not assumptions.
