TikTok Shop Surpasses Temu in User Numbers in Brazil, But Average Order Value Lags Far Behind

[Ebrun Original]

On February 27, exclusive research from market data firm Klavi revealed that TikTok Shop has surpassed Temu in both consumer reach and transaction volume within Brazil's e-commerce market, although the two platforms show distinct differences in user value structure and growth trajectory.

The study tracked the spending behaviors of 50,000 consumers between November 2024 and December 2025. Data shows that, within the sample, 2.7% of consumers made at least one purchase on TikTok Shop, compared to 1.0% for Temu. In absolute transaction numbers, TikTok Shop recorded 4,165 transactions, higher than Temu's 2,772, accounting for approximately 0.6% and 0.4% of the total observed transactions in the sample, respectively. In terms of user penetration and transaction activity, TikTok Shop has taken the lead during the statistical period.

Klavi's report analysis noted: "TikTok Shop's progress indicates that the shopping journey is increasingly integrated with content consumption. The platform can almost instantly convert 'discovery' into 'conversion'." In their view, the high integration of content and transaction scenarios enables the platform to complete purchases while users browse entertainment content, significantly shortening the consumer decision-making process.

However, TikTok Shop still lags significantly in terms of average transaction value and deep user value. The research shows that TikTok Shop's average order value was 47.47 Brazilian reais, with an average of 3.9 transactions per user during the sample period. Klavi believes this model reinforces a growth logic of "high reach, high sales volume," driven primarily by impulse purchases and a relatively low-price strategy, achieving scale growth by expanding the user base.

In contrast, Temu presents a different commercial profile. Although the platform reaches a smaller proportion of consumers, its active users demonstrate stronger spending loyalty and higher per-transaction spending. Data indicates that Temu users averaged 6.9 transactions, nearly double that of TikTok Shop, with an average order value as high as 196.62 Brazilian reais, far exceeding the latter.

This means Temu achieves higher value extraction per active consumer. Its growth model relies more on individual repurchase and higher average order values, driving revenue growth by increasing customer lifetime value. However, this strategy also somewhat limits rapid user base expansion, resulting in relatively slow penetration growth.

Klavi pointed out that the comparison between the two platforms reveals two distinct strategic paths for emerging e-commerce players: TikTok Shop accelerates user adoption and rapidly expands its user base by integrating entertainment content and shopping behavior within the same ecosystem; whereas Temu adopts a more focused growth approach, achieving higher repurchase rates and greater spending intensity within a smaller user group.

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