By Brazil Stock Guide – TikTok says it contributed between R$18.6 billion and R$37.3 billion to Brazil’s GDP in 2025, according to its first Economic Impact Report for the country, developed with LCA Consultoria Econômica.
The study estimates that activity linked to TikTok Ads supported 223,000 to 447,000 jobs and generated R$2.5 billion to R$4.9 billion in tax revenue, considering direct, indirect and induced effects.
The report focuses on the role of the platform in digital entrepreneurship, small-business growth and online commerce. It says more than half of small and medium-sized businesses surveyed expanded their operations by reaching new audiences organically, while more than two-thirds use TikTok as a source of entrepreneurial learning.
“When small businesses gain access to digital tools, knowledge and engaged communities, the impact goes beyond transactions,” said Monica Guise, TikTok’s Public Policy Director in Brazil. “The findings show TikTok as an engine of Brazil’s economy, where creativity and discovery translate into real growth.”
ByteDance platform
TikTok is owned by ByteDance, the China-founded technology group behind the global short-video platform. The company operates TikTok internationally and also owns products linked to content, digital tools, advertising and commerce.
In Brazil, the platform connects creators, merchants, advertisers and consumers through short videos, TikTok Ads and TikTok Shop. The report says this structure allows small businesses to reach audiences beyond their existing networks and sell both inside and outside the app.
Advertising impact
The report estimates TikTok’s economic impact using an input-output model based on the Brazilian economy. The model measures how advertising investment on TikTok generates demand and how that demand moves through sectors such as retail, logistics, services, payments and suppliers.
The report says the estimates are based on projected return on advertising spending and do not include the economic impact of organic reach or direct commercial activity on the platform. It also says the results represent gross effects generated over an annual cycle.
Small businesses
About 68% of entrepreneurs surveyed said they rely exclusively on organic reach, without paid advertising. According to the report, 51% said they gained followers through unpaid reach, while 52% said TikTok helped them access new markets.
The report says the platform’s recommendation system is based on user interests, rather than only social connections, allowing content from small businesses to reach audiences outside their original follower base.
TikTok Shop
TikTok’s commerce strategy in Brazil includes TikTok Shop, which combines product discovery, content and transactions. The report says 57.8% of users who discover a product on TikTok Shop complete purchases directly inside the app.
The study also says product discovery on TikTok can lead to sales outside the platform, including direct contact with sellers and visits to physical stores.
The report points to a 6% commission on TikTok Shop, compared with 10% to 21% typically charged by large marketplaces in the comparison used by the study.
Entrepreneurial learning
The report says 69% of entrepreneurs use TikTok as a source of business-related content, 62% use it to follow trends and 57% use it to develop digital marketing skills.
It estimates that Brazilians consumed between 2.5 million and 6.4 million hours of entrepreneurship-related educational content on the platform in 2025. The potential productivity gain from that content was estimated at R$21 million to R$52 million a year.
Regional reach
The report also highlights the expansion of e-commerce outside Brazil’s main economic centers. In the Northeast, digital commerce revenue grew 413% between 2016 and 2024, according to the study.
TikTok says its mobile-first model helps entrepreneurs manage content, sales and customer relationships through a smartphone, reducing the need for physical infrastructure or desktop-based systems.
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