TikTok Shop Brazil: Merchants Hit 10,000 Daily Orders, Influencer Count Surpasses One Million

[Ebrun Original] Recently, TikTok Shop partnered with payment service provider PingPong to host its first merchant conference for self-operated sellers in Brazil in Shenzhen, unveiling the latest growth metrics and merchant recruitment information for TikTok Shop Brazil.

Official data shows that since its launch in May 2025, TikTok Shop Brazil has seen a 53-fold increase in daily paying users, the number of sales influencers has climbed to one million, and some merchants are already achieving 10,000 daily orders. On the first Black Friday sales event for TikTok Shop Brazil, the platform's total sales volume surged by 129% compared to the Double Ten sales day, with sales via live streaming channels skyrocketing by 143%.

Notably, the fashion category on TikTok Shop has experienced rapid growth in Brazil. From May to July 2025, GMV increased 10-fold; from July to September, GMV grew by 185%; and by November, GMV saw a 136% increase.

Currently, TikTok Shop Brazil is only open to local self-operated merchants. According to official requirements, applying merchants must meet the following criteria:

1) A CNPJ card, which is the tax registration number for Brazilian companies;

2) Must be a local enterprise (including MEI - Individual Micro-Entrepreneur);

3) Ship from a local warehouse and issue Brazilian electronic invoices (NF-E);

4) Possess a local Brazilian bank account registered under the company name.

The commission fee for TikTok Shop Brazil is 6%, and starting February 5, 2026, an additional product service fee of 4 BRL per item will be charged. Furthermore, enrolled merchants are automatically included in the 'Shipping Fee Program (SFP)', where a 6% service fee (capped at 50 BRL per item) provides access to platform shipping voucher subsidies. New merchants can also benefit from commission reduction incentives.

Officials also highlighted that the process for obtaining the necessary qualifications to open a shop in Brazil involves multiple steps and can be relatively time-consuming, providing an estimated timeline: for instance, local business registration and tax number acquisition take 1-2 months; import qualifications require about 1 month; qualifications for toys/maternal and child products take 2-6 months; and qualifications for cosmetics/food & beverage/health products require more than 3 months.

Regarding specific product categories for recruitment, TikTok Shop Brazil is currently open to five major categories: Apparel & Fashion, Beauty & Personal Care, Home & Lifestyle, Electronics & Appliances, and Automotive & Motorcycle Parts.

Overall, while the average order value in the Brazilian market is currently relatively low, it maintains a considerable gross margin level. For example, the average gross margin for the beauty category is 45%, for health products it's 40%, for pet products it's 30%, and for toys it's 20%.

Additionally, TikTok Shop revealed its major sales campaign calendar for Brazil, which, similar to Southeast Asia, follows a pattern of 'promoting on double dates,' with corresponding major sales events almost every month.