Live commerce on TikTok Shop Brazil: daily GMV from lives grew 96x since launch

Between May 2025 and March 2026, average daily GMV generated by lives on TikTok Shop Brazil grew 96-fold; the number of daily broadcasts rose 20-fold.

Figures released by TikTok at TikTok World 2026: comparing May 2025 (the launch of TikTok Shop in Brazil) with March 2026, average daily GMV generated by lives grew 96-fold and the average number of daily broadcasts rose 20-fold. Searches related to TikTok Shop climbed more than 40% in 2025, and the platform states that 3 in 4 users have already bought a product after discovering it on TikTok.

What this means for advertisers in Brazil: the discovery-to-purchase funnel is closing inside the app itself. Fashion, beauty and electronics brands should treat shoppable content and paid media as a single operation — the creative that performs in the feed is the same creative that stocks the shelf.