Its first nationwide campaign aims to reach a broader audience as TikTok intensifies competition for livestream shoppers

Spending on social remains very strong, thanks largely to automation tools. And with social video continuing to pull in ad dollars, the platforms make a push for live video.

That indicates growing confidence that livestream shopping can drive discovery and impulse purchases.

The engaging format has enticed nearly 2 in 5 shoppers to make a purchase.

Exclusive survey data reveals how the path to purchase for online food delivery from restaurants is evolving across Latin America, highlighting shifting consumer behavior, key players, and the trends shaping the regional market in 2026.

Our exclusive survey data examines the path to purchase across six markets in Latin America as digital marketplaces, social commerce, and AI reshape shopping behavior.

The EU’s regulatory environment will hinder investment in AI-generated ads and agentic commerce in 2026. But TikTok Shop’s expansion will be a catalyst for live commerce.

Twitch introduced livestream shopping ads powered by Amazon’s advertising platform. The ad launch reflects the burgeoning popularity of livestream commerce, which despite being slow to take off in the US is now gaining traction thanks to TikTok, a booming collectibles market, and the rise of “shoppertainment.” Amazon is betting that an easier path to purchase will encourage more viewers to pull the trigger on products they discover via livestreams. However, a successful live shopping strategy requires thinking about the channel less as an avenue for direct conversions and more as an opportunity to engage potential customers and build lasting relationships.

TikTok Shop’s efforts to promote livestream shopping on its platform are beginning to deliver results for QVC, Pop Mart, Pacsun, Crocs, and others. Live shopping continues to gain momentum, but the format is likely to remain a small share of social commerce sales for the foreseeable future. The expense and effort required to put on livestreams means that, for now, they are most effective as tools to boost awareness and build community, rather than as an outright sales driver. Brands that start incorporating livestreaming in their commerce plans will be poised to benefit as the format matures.

TikTok Shop has emerged for many brands as a pivotal marketplace for discovery and sales. Some 50% of US consumers take product recommendation suggestions from influencers on TikTok Shop, according to February 2024 data from PartnerCentric.

While many users sell products via Twitch livestreams, Amazon has yet to position the platform as a rival to other social video commerce sites like TikTok Shop.

With TikTok facing potential US ban uncertainties, the platform's successful shopping integration has created both challenges and opportunities in the social commerce landscape. "TikTok really showed how social commerce can work in a new way in the US," our analyst Sky Canaves said on a recent episode of “Behind the Numbers: Reimagining Retail.”

TikTok Shop’s demise could benefit Amazon, Etsy, and Temu: All three retailers are poised to scoop up spending in the event of a TikTok ban.

The loss of TikTok in the US would cause a ripple effect across the media, marketing, and commerce landscape. Meta and YouTube stand to gain the most, but there is a long list of other winners—and losers.

TikTok Shop leans on top brands, live shopping to boost holiday sales: The platform will feature exclusive products from brands like Benefit Cosmetics and celebrity-led livestreams alongside Cyber Five discounts.

TikTok Shop joins Amazon in holding a July sale: The marketplace hopes exclusive discounts on brands like L’Oréal and live-shopping events will boost GMV.

Live shopping sparks interest in younger shoppers: So far, the format is most successful as a community-building exercise for brands.

Brazil is Latin America’s largest retail ecommerce market by total sales volume and will be this year’s third-fastest-growing digital economy worldwide. Understanding the nuances of how and where Brazil’s diverse consumer base spends its money online is key for brands and retailers to thrive in this highly competitive ecommerce market.

As Latin America’s digital revolution marches on, advertisers and retailers must keep pace with how and where consumers are spending their time—and money—if they wish to maintain a competitive edge in today’s rapidly evolving business environment.

The Latin American economy is on the upswing, with digital innovation in the driver’s seat. Our trends report explores how retail media, commerce, and generative AI will be redefined in 2024 and what businesses need to know to get ahead.