TikTok has taken the world by storm. What started as a platform for fun, short videos is now becoming a serious player in online shopping. With its huge audience, creative features, and smart partnerships, TikTok is looking to take on big e-commerce companies like Amazon. But can it really become the "next Amazon"? Let’s find out.
If you are interested in how to optimize platforms like TikTok or RedNote and to improve your management of social media accounts, or e-commerce operations, please feel free to contact us!
Rougelink, with offices in Paris, Shanghai, and Hangzhou, specializes in e-commerce and digital marketing services. As a strategic partner of TikTok, Douyin ( TikTok China ), and Xiaohongshu, we work with international brands to implement online strategies in Europe, US and China, offering comprehensive solutions across the entire e-commerce value chain.
TikTok’s Rise to Fame
Launched in 2016 by ByteDance, TikTok quickly became one of the most popular apps, with over 1 billion active users by 2023. Its unique algorithm grabs users' attention by showing them videos they love, keeping them engaged for hours. People now use TikTok not just for entertainment but also to discover new products and trends.
TikTok’s E-Commerce Potential
TikTok is turning into a shopping destination by blending fun videos with easy ways to buy products—a concept called "Shoppertainment." This approach is a huge opportunity in Asia-Pacific, expected to grow into a $1 trillion market.
1. Shoppable Videos
TikTok lets creators and brands make videos where viewers can buy products directly. For example, Kiehl’s in Vietnam ran live shopping events on TikTok Shop and saw a 6.7x return on their ads and a 43% increase in sales.
2. Influencer Power
Influencers are a big reason TikTok works for shopping. People trust creators more than ads. In Thailand, 60% of shoppers trust product recommendations from TikTok creators, while Indonesia and Vietnam see similar trends. The popular hashtag “#TikTokMadeMeBuyIt” shows how TikTok inspires people to shop.
3. Real Content from Real People
Unlike traditional ads, TikTok relies on videos made by everyday users. This feels more real and relatable. In fact, 73% of TikTok users create content through trends like hashtags or challenges, which helps products go viral.
4. Smart Ads That Feel Personal
TikTok’s advanced algorithm shows people ads and products they’re most likely to enjoy. For example, 69% of users expect TikTok to seamlessly include shopping content in their feeds, making the experience natural.
The Challenges TikTok Faces
TikTok still has some big hurdles to clear:
Entertainment vs. Shopping: People love TikTok for its fun videos, not just shopping. The platform must balance these without making users feel like they’re being sold to constantly.
Trust Issues: Unlike Amazon, TikTok’s shopping systems are still new. Users expect reliable shipping, returns, and customer service, which TikTok is still building.
Regulatory Problems: TikTok’s ties to China have raised concerns about data privacy, which could slow its growth.
So, Is TikTok the Next Amazon?
TikTok is changing how people shop by blending videos and e-commerce. With 1 billion users, creative shopping tools, and influencer power, it’s on the path to becoming a big name in online shopping. But to truly compete with Amazon, TikTok must improve its shopping systems, build trust, and overcome challenges like privacy concerns.
For now, TikTok isn’t quite Amazon, but it’s already a major force in e-commerce. Its mix of fun content and shopping is shaping the future of how we buy online.
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If you are interested in how to optimize platforms like TikTok or RedNote and to improve your management of social media accounts, or e-commerce operations, please feel free to contact us!
Rougelink, with offices in Paris, Shanghai, and Hangzhou, specializes in e-commerce and digital marketing services. As a strategic partner of TikTok, Douyin ( TikTok China ), and Xiaohongshu, we work with international brands to implement online strategies in Europe, US and China, offering comprehensive solutions across the entire e-commerce value chain.
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