In a few months, TikTok Shop Mexico has gone from being a novelty to a sales channel with its own weight within the country's digital ecosystem. The proposal, integrated directly into the app, combines content, entertainment and shopping without leaving the platform.
The push is notable: between February and September, the average daily gross sales value multiplied by 34, the supply of items grew 15 times and active sellers and creators with sales were up 23 times. All this comes on the eve of a key season of discounts and with a tax debate that could impact the sector.
What the “discovery trade” model brings
Unlike traditional e-commerce, here the purchase is activated while the user is browsing. With live videos, clips buyable in the feed, seller page and Shop tab, the product appears in the context of the content that the public already consumes, facilitating a Quick Decision without losing momentum.
This approach fits with the community's habits: in Mexico, the 83% of users ensures that discover topics and trends on the platform and the 51% dig deeper looking for more information about what you see. This mix of entertainment and shopping shortens the path between inspiration and transaction.
Beyond the novelty, the key is that the process is integrated: from the live product demonstration to the order completion, everything happens in the same environment, reducing friction and downtime.
For the end user, the feeling is similar to browsing in a physical store, but with the advantage that the recommendations come from creators and brands that you already follow or that the algorithm considers relevant.
Eye-catching figures and use cases
Internal data reflect the magnitude of the phenomenon: 34x in average daily GMV, 15x in catalog and 23x in sellers/creators with sales since February. Mexico was the first market in Latin America to receive TikTok Shop, even before Brazil.
In concrete results, Waldo's reported an increase of 149% month to month after joining the channel. Wilson registered a +4.000% monthly GMV relying on strategies of live streaming and came to manage 1.200 orders in a single day.
There is also room for creators: the case of Meif Espinosa, which started with reviews and grew its income to exceed its full-time salary, illustrates how the affiliation and direct model can be translated into real sales.
The strength of the format lies in “teaching to sell”: seeing how an item is used, resolving doubts in real time and accessing the purchase button at the right moment triggers the conversion without intermediate steps.
Buen Fin and Black Friday: calendar and discounts
The platform will focus on major year-end campaigns: The good end will take place November 13 to 17While Black Friday will extend from November 25 to December 1. Habrá discounts of up to 30% and special activations for brands, creators and buyers.
The purchase intention looks high: the app indicates that a large majority is considering purchasing something during this period, with internal estimates reaching 92% for El Buen Fin. The plan is to reinforce the direct, coupons and personalized recommendations.
For those who sell, it is an opportunity to test formats in real time and adjust their content strategy to the public's response, taking advantage of the seasonal trend without leaving the TikTok environment.
Security and confidence in purchases
TikTok Shop maintains a control framework to ensure a safe and transparent experience. Sellers go through identity verification and business credentials; in addition, automated and human review are combined to remove misleading ads or who break the rules.
These measures are updated continuously, with the aim that the user can purchase with confidence and that the lists comply with the required standards the decision.
Taxation: the debate that looks at e-commerce
In parallel with the growth, a proposal to raise the tax withholding in sales through digital platforms. The text proposes a retention of the 10,5% For businesses: 2,5% of ISR y 8% VAT on the transaction, pending legislative procedures.
From TikTok Shop they point out that pay the withholdings corresponding and that are in dialogue with the authorities to understand the scope of the changes and support its partners. The sector warns that the measure could strain the liquidity of SMEs and increase prices for consumers.
The tax discussion is not minor: a part of the profits could remain temporarily detained in the tax system, affecting cash flows. The industry is watching the process cautiously awaiting the final decision.
What Spanish and European brands should take into account
For companies of Spain or Europe interested in Mexico, TikTok Shop opens a way for access local audiences through content and live-shoppingIt is key to align messages, logistics and tax compliance, especially if operating with local partners or affiliate models.
The “teach while you sell” approach requires coordinating the catalogue, stock and promotions with commercial calendars such as El Buen Fin and Black Friday. In addition, it is advisable to assess the possible impact of the tax changes in margins and final prices.
With the push of the trade by discovery, the offer events and an eye on regulation, TikTok Shop Mexico is consolidating itself as a relevant player in the country's e-commerce: it grows in sales, multiplies its catalog and expands the number of sellers and creators, while adjusting its gears to offer safe shopping and face an increasingly demanding tax environment.
