How many of your competitors are already selling on TikTok today, and how many haven't even created a profile on the platform yet? This question lingered during TikTok Day, an event that e-Plus hosted on October 26th at TikTok's São Paulo office, exclusively for its client base . It was an afternoon to take a close look at a channel that has gone beyond mere entertainment and become one of the fastest-growing discovery and purchasing environments in Brazil. Here, we've compiled the numbers that matter most to anyone running a digital retail operation and planning for 2026 while already thinking about 2027.
On this page you will find:
TikTok Day: What became clear at the meeting
- TikTok Day was a private event for e-Plus clients.held inside TikTok's São Paulo office, with presentations from our team and the platform's own team;
- e-Plus introduced CS Flex, a continuous operating model that coordinates strategy and experts to bring the client's e-commerce into TikTok from end to end;
- TikTok has released data on creators, affiliates, TikTok Shop, and media performance. Designed for retailers who want to structure this aspect of their business;
- Brazil has 134 million active users on TikTok., according to data from the platform (Data Reportal, 2024) cited in the presentation;
- Even with this reach, many online stores still don't have a profile or active operations on the platform. a gap that translates into opportunity for those who enter first.
An afternoon inside TikTok.
The format of TikTok Day was intentional. Instead of just another webinar, we took clients to the place where product decisions are made. Our team opened the afternoon presenting CS Flex , and the TikTok team provided specific market insights for retailers developing this area (creators, affiliates, influencers, and TikTok Shop).
The choice of theme was not random, as TikTok today concentrates consumption, search, and purchase in the same environment. According to data presented at the event, Brazilians spend more than 107 minutes a day on the app, and 92% of users take some action after watching a video. That's a lot of attention and intent concentrated in one place.
Why TikTok has become an environment for discovery and exploration.
The most striking aspect was the change in search behavior; users no longer use TikTok just for entertainment: they search for products, compare them, and make decisions right there. When purchase intent increases, the platform begins to function as a visual search engine, with videos from creators replacing traditional results.
This movement has economic weight. According to Oxford Economics , in the study "The TikTok Effect , " TikTok could add up to R$37,3 billion to Brazil's GDP and support between 223 and 447 jobs during the analyzed period . It's not a marginal media channel; it's a relevant layer of the country's digital economy.
For retailers, the interpretation is simple: if consumers discover and research products on TikTok, being absent from the platform means missing the beginning of the journey. And the beginning of the journey is where the brand can still influence the choice before price becomes the sole criterion.
TikTok Shop and GMV Max: where discovery turns into sales.
The second part of the data dealt with conversion. TikTok Shop closed its first Black Friday in Brazil with significant growth: the platform's GMV grew 129% on Black Friday 2025, and sales through live streams increased by 143%, according to TikTok . Health and Beauty was the best-selling category, followed by Fashion and Home Decor.
In TikTok Shop 's first year in the country, the best-selling items were tangible and accessible: women's pants, t-shirts, and blouses in the trendy categories; cookware, sheets, and thermal bottles in the home and decor categories; and body splashes and perfumes in the beauty category. Products with high turnover and good social proof thrive in this environment.
On the media side, the presentation highlighted automation tools. Sellers who used GMV Max achieved a median total GMV 112% higher than those who didn't. Meanwhile, Smart+ Catalog Ads delivered 1,7x more return on investment compared to manually created ads. These numbers show that selling on TikTok isn't just about posting videos; it's about operating catalog, campaigns, and store in an integrated way.
Creators and affiliates: the front that few retailers occupy.
The affiliate model was the natural conclusion to the presentation. On TikTok, affiliates only earn when a product is sold, so the incentive is aligned with the store's performance . In practice, this leads the brand to work with a wide range of creators, testing approaches and formats until they find what converts.
Micro and medium-sized creators tend to generate stronger conversions than big celebrities because they sound more authentic and relatable. For retail, it's a way to scale presence and sales without relying solely on paid traffic, provided there's a structure in place to manage creators, catalog, and campaigns simultaneously.
And this is precisely where many operations stall. The opportunity exists, the data confirms it, but setting up and sustaining this front requires skilled labor and consistency.
CS Flex: How e-Plus integrates its e-commerce into TikTok
It was to address this issue that we presented CS Flex at the event. It's the e-Plus model that combines a strategic Customer Success leader, governance with a meeting cadence and organized backlog, and on-demand access to experts in our ecosystem (development, media, SEO, CRO, CRM, data, automation, and applied AI).
TikTok Day made it clear that the channel has matured in Brazil. The question is no longer " is it worth being on TikTok? " but " who will operate this consistently? ". Bringing our clients into the TikTok office was a first step. The second is to actually get each operation onto the platform.
If your e-commerce business hasn't yet structured this aspect (or created the profile and stopped there), it's worth discussing. Explore other content on the e-Plus blog about TikTok Shop and performance marketing , and when you want to set up your operation on the channel, talk to our team of experts about CS Flex.
Frequently Asked Questions – TikTok Day
What was e-Plus' TikTok Day like?
TikTok Day was an exclusive event for e-Plus clients, held on October 26th at TikTok's office in São Paulo. The agency presented CS Flex, and TikTok provided data and insights on creators, affiliates, and TikTok Shop to support retailers developing this sales channel.
Is it worth selling on TikTok Shop in Brazil?
It's worthwhile when there's a structure in place to operate the channel. Brazil has 134 million active TikTok users, and TikTok Shop grew 129% in GMV on Black Friday 2025. Return on investment depends on a well-configured catalog, high-performance campaigns, and consistent work with creators and affiliates.
What is GMV Max on TikTok Shop?
GMV Max is TikTok Shop's campaign automation tool that optimizes sales at the moment of discovery. According to TikTok, sellers who used the feature achieved a median total GMV 112% higher than those who did not, simplifying management and accelerating conversion.
How does e-Plus help operate TikTok?
Through the CS Flex structure, a continuous operating model that brings together strategy, governance, and experts in media, data, CRM, and automation. In practice, e-Plus coordinates the store, campaigns, and creators in a single KPI-driven cycle, so that the e-commerce platform operates TikTok consistently.
