In May 2025, TikTok Shop officially launched in Brazil, its second market in Latin America after Mexico. Within 3 months, its monthly GMV grew 25 times from US$1 million to US$25.7 million.
In August, TikTok Shop’s Brazil GMV almost doubled from July, reaching US$46.1 million.
Momentum Works and Tabcut have been tracking TikTok Shop’s global performance. We recently jointly released TikTok Shop in the U.S. H1 2025 report, with data from Tabcut and analysis by Momentum Works.
For an overview of TikTok Shop’s overall trajectory in Southeast Asia, you can refer to the recently released Ecommerce in Southeast Asia 2025.
Brazil is another market we are closely tracking – now that the August data is out, here are a few key takeaways.
- Monthly GMV edged close to US$50m
In August 2025, TikTok Shop Brazil recorded US$46.1 million in GMV, a month-on-month increase of 79.4%. This level is slightly higher than TikTok Shop’s average monthly GMV in Singapore in H1 2025.
That said, TikTok Shop’s market share in Brazil’s ecommerce market remains limited. Regional incumbent Mercado Livre reported an average monthly GMV of US$4.7 billion across its markets in the first half of this year, with Brazil likely contributing to half of that volume.
In the meantime, Shopee, which expanded from Southeast Asia to Brazil in 2019, revealed in its latest earnings call that it is already the largest in the country by order volume.
In other words, TikTok Shop is still meaningfully smaller than the frontrunners. However, since Brazil is TikTok’s third-largest market globally by active users with a vibrant influencer ecosystem, TikTok Shop’s growth in the country is a matter of time, and organisational discipline.
- Live streaming and videos contribute less than half of GMV
In August, TikTok Shop’s shop-tab orders (i.e. marketplace) in Brazil contributed about half of total GMV, while short video accounted for 25.70% and live streaming 23.43%.
A comparison with the U.S. highlights some structural differences: in the U.S., video contributes about half of GMV, while live streaming makes up only around 14% during H1 2025.
In Brazil, live streaming performs better, but a more conventional shop tab remains the dominant choice.
That said, it’s still early days – this picture could shift in the future. After all, in the U.S. this year, most of the top selling products, live streamers, and live sessions look almost completely different from those of last year. We should not be surprised to see the same in Brazil.
- Beauty is the top category, like everywhere else
In terms of product categories, beauty & personal care lead by a wide margin, accounting for 21.26% of GMV – the only category exceeding 10%. Beauty & personal care is also the top category across nearly all TikTok Shop markets.
TikTok Shop’s Brazil category mix is very similar to that of the U.S., reflecting both consumer preference and the influence of TikTok’s platform features. Aside from beauty & personal care, other leading categories include women’s apparel & underwear, mobile & digital, health & wellness, and kitchen supplies.
As we specified in the TikTok Shop Playbook report, all these categories are generally considered well-suited to video and livestreaming sales formats.
As such, TikTok’s content advantage remains a core strength. Nonetheless, in Brazil, it may take some time before users shift more of their purchases from a traditional marketplace to short video and live streaming formats.
Tailwinds, but more intense competition
The Central Bank of Brazil has announced that in September, it will enable BNPL functions for PIX, the dominant mobile payment platform used for almost 40% of ecommerce transactions according to some local studies.
This upgrade in infrastructure, combined by other structural supply-demand issues in Brazil’s retail market, should be a positive development for TikTok Shop, Temu, and other ecommerce players alike.
Of course, competition will only become even more intense.
You can also make reference to the following Momentum Works reports for more:
- Ecommerce in Southeast Asia 2025Inside Luckin Coffee: Strategy, model, and international playbookFood Delivery Platforms in Southeast Asia 2025
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