TikTok Shop’s gross merchandise volume in Brazil is projected to reach approximately R$20 billion annually by 2026, according to BTG Pactual. The estimate reflects a surge in platform activity since operations began in May 2025, with average daily GMV expanding 102 times through May 2026.
Live commerce has been a key driver, with daily broadcasts rising 20 times and total sessions advancing 161 times over the same period. The platform’s user base in Brazil totals around 134 million, with a conversion rate of nearly 58% among those who discover products and proceed to purchase.
BTG Pactual analysts highlighted TikTok Shop’s rapid integration of social engagement and commerce as a competitive edge over incumbents such as Mercado Livre, Shopee and Amazon. The firm maintained a buy rating for Mercado Livre with a price target of $1,950.44, underscoring the broader e-commerce rivalry.
TikTok has also moved to strengthen logistics in Brazil, registering TikTok Logistics Brazil in August with R$111 million in capital. The unit’s establishment follows operational milestones, including a case study involving Aura Beauty, which distributed 25,000 samples, built a network of over 110,000 affiliates and generated R$40 million in revenue in its first semester. During a single 11-hour broadcast, the brand recorded R$400,000 in sales.
The platform’s growth trajectory contrasts with traditional e-commerce models, leveraging algorithmic discovery and short-form video to drive conversions. Analysts noted that TikTok enters the market with an asset incumbents have spent billions attempting to replicate: direct consumer attention.
