TikTok is no longer just a platform for dance trends and memes—it’s becoming a major player in e-commerce. With the rise of TikTok Shop, the app is quickly positioning itself as a serious challenger to Amazon, especially among Gen Z and millennial shoppers.

The biggest difference between Amazon and TikTok is how people discover products. On Amazon, users go with intent—they search for what they already want. On TikTok, users often discover products by accident. They see a product in a video, watch how it works, and suddenly feel the need to buy it. This “discovery-first” experience is powerful and has led to viral product trends that sell out overnight.

TikTok Shop lets brands and creators sell products directly inside the app. With one or two taps, users can go from watching a video to checking out. There’s no need to leave the app. This seamless experience, combined with the trust people have in their favorite creators, is driving serious sales.

Amazon, of course, still dominates logistics, product range, and delivery. But TikTok is winning on the emotional side of shopping. It’s making buying fun, interactive, and influenced by real people rather than cold product listings.

For e-commerce brands, this means one thing: adapt or fall behind. If your audience is on TikTok, you need to be there with a presence that goes beyond just ads. Work with creators, showcase your products in real use, and make sure you’re set up to sell directly inside the app.

In 2025, TikTok is not just a threat to Amazon—it’s a whole new way of shopping. While Amazon may still dominate logistics, TikTok is taking over discovery and impulse buys. The brands that learn to sell through entertainment will win this new game.