Surveys show that the influence of the social media app TikTok in Brazil is expanding from entertainment to the shopping field.

The survey interviewed 1,066 Brazilian TikTok users. The results show that as of January 2026, TikTok has more than 91 million users in the country, of which 41% of users visit multiple times a day, and another 30% visit at least once a day. It is worth noting that nearly half of the respondents (49%) admitted to having purchased products or services because they saw relevant content on the platform, and 53% said they had purchased products recommended by content creators or influencers.

At the same time, negative reviews on the platform are also influential. 47% of users said they gave up buying after seeing negative reviews. In terms of platform features, the shopping feature TikTok Shop launched in May 2025 has been understood by most users. 31% of respondents said they had completed purchases through this feature, and another 43% said they intended to use it in the future.

Among users who have shopped through TikTok Shop, the most popular categories are fashion and accessories (50%), followed by beauty and personal care products (46%) and home and decorative items (32%). The survey also revealed Brazilian users' preferences for short video content. 47% of users listed TikTok as their preferred platform for this type of content, ahead of Instagram Reels (33%) and YouTube Shorts (13%).

Source: Chuanghai Network