TikTok Overtakes Instagram to Top Brazil’s Social Commerce Platforms for the First Time with 24% Market Share

Brazil’s social commerce sector is hitting a key inflection point, according to news released on September 12. A joint survey conducted by CNDL, SPC Brasil and Offerwise Pesquisas shows that among Brazilian consumers who made direct purchases via social platforms over the past six months, 24% chose TikTok, surpassing Instagram’s 17% and YouTube’s 12% for the first time to claim the top spot in Brazil’s social shopping landscape.

Leveraging an integrated model of short-form video, livestreaming and in-app shop features, TikTok has combined product inspiration and transaction conversion into a single closed loop, allowing consumers to complete purchases without redirecting to external apps. The platform has thus shifted its positioning from a product discovery channel to an end-to-end purchase destination.

Bolstered by a domestic market base of roughly 139 million online shoppers in Brazil, plus the fact that 49% of consumers completed transactions directly via social media in the past half year, the country’s social commerce sector is accelerating its shift from traffic acquisition driven by content inspiration to direct transaction conversion.

This article was first published on the official website of Ebrun. [Source: Ebrun Go, an automated writing robot developed by Ebrun that delivers real-time e-commerce industry intelligence powered by algorithms. The bot is still in its early stages; please reach out to run@ebrun.com or leave a comment to help it improve.]