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Social commerce in Brazil grows 144%: how to sell directly on social media.
The silent revolution that is transforming digital retail.
Social commerce has gone from being a futuristic trend to becoming the epicenter of Brazilian digital retail. By 2025, while traditional e-commerce continues its predictable pace, sales within social networks will explode at three times the rate. The numbers don’t lie: the global market grew from US$492 billion to a projected US$1.2 trillion by 2025, representing explosive growth of 144%. In Brazil specifically, the scenario is even more vibrant, with 67.8% of the population active on social media and a market estimated at US$4.16 billion. But what explains this accelerated transformation? The answer lies in the perfect convergence of three forces: platforms with native purchasing tools, creators who command public trust, and consumers who prefer to decide in seconds guided by emotion and social proof.
The pillars of social commerce: Instagram, TikTok, and WhatsApp in action.
The Meta ecosystem has consolidated its leadership in Brazil with sophisticated integrations. Instagram Shopping accounts for 22% of purchases initiated via social media, while WhatsApp Business already allows direct checkout within the conversation for small businesses. In October 2025, Instagram launched the ‘Checkout Brasil Beta’ feature, finalizing purchases within the app with a saved card, eliminating critical friction points in the journey. But it’s not just Meta that’s advancing. TikTok Shop, which officially arrived in Brazil in April 2025, surpassed 50,000 active sellers in less than six months, replicating the Asian model of short video + immediate purchase with lethal precision. Behavioral data confirms this dynamic: 42% of consumers have already bought directly from influencers, and average engagement on product videos on TikTok increased by 34% in 2025. Brazilians not only trust social recommendations more than traditional ads; they also act with impressive speed when they find a product in their feed.
Creators as a conversion engine: from micro-influence to retail media
While major celebrities like Virginia Fonseca and Jade Picon charge up to R$300,000 per post, a parallel revolution is happening with micro-influencers. Local creators with fewer than 25,000 followers generate up to 60% more engagement than celebrities, according to data from specialized agencies. This phenomenon explains why 80% of the creator segment is composed of small and medium-sized profiles, and why brands are decentralizing their influencer strategies. In parallel, retail media is emerging as a second revolution, generating over R$5 billion in the next 12 months in Brazil. In this model, brands buy presence directly on consumer shopping channels—online stores, apps, even physical spaces—ensuring maximum precision in communication. The trend points to a future with fewer interruptive ads and more intent, where genuine communities, authentic creators, and organic content completely reconfigure the communication model on platforms. São Paulo leads the ranking of states with the most consumers using social commerce, followed by Ceará, Paraná, and Rio de Janeiro, indicating that this transformation is not concentrated in large centers, but geographically dispersed.
Artificial intelligence, automation, and the omnichannel future.
The trends shaping 2025 point to an even more sophisticated ecosystem. Artificial intelligence personalizes storefronts, offers, and recommendations tailored to each user’s profile, while augmented reality allows for virtual product testing—trying on clothes or visualizing furniture at home before buying. Shopping communities, groups of consumers who share experiences and rate products, create deeper bonds with brands. Omnichannel strategies integrate physical stores, websites, social media, and apps, allowing consumers to start their journey in one channel and finish in another with complete consistency. For brands seeking to scale, automation via CRM and email marketing connects social stores to lead nurturing and post-sales service. Tools like RD Station and HubSpot transform a single transaction into an ongoing relationship. The most important metric? By 2026, it is estimated that 1 in 4 online purchases in Brazil will begin on social media. This is not a distant future scenario; it is a reality that is already taking shape as you read this text.
References
- DataReportal & GlobeNewswire (2025) — Penetration of social networks and the social commerce market in Brazil
- Meta for Business (September 2025) — Conversion report via Instagram Shopping and WhatsApp Business
- Accenture & Hootsuite (2025) — Global projections and Brazilian leadership in social commerce in Latin America
