TikTok partners with Amazon to simplify in-app shopping

TikTok will now integrate shoppable ‘Buy with Prime’ ads directly into its app, featuring real-time delivery estimates.

This update arrives as US lawmakers consider banning the platform.

Despite being known primarily as a video-sharing app, TikTok has a growing e-commerce presence.

In 2023, it generated $11.09 billion in gross merchandise volume (GMV), with 37% of US users—about 55.5 million people—making purchases via links or directly on TikTok. This figure is projected to increase to 67% by 2026.

The new partnership with Amazon will likely accelerate this trend. Amazon plans to let ‘Buy with Prime’ sellers use its Demand Side Platform for advertising. This will allow Amazon retailers to target ads across various third-party apps and websites, including TikTok.

Users will now be able to link their Amazon accounts to TikTok, view real-time delivery estimates, and make purchases directly within the app. This feature is expected to enhance the impulse buying behavior typical on TikTok.

Studies show that emotions significantly influence shopping on TikTok. Nearly 40% of users buy products to improve their mood, and over 50% report feeling positive after a purchase on TikTok, a higher rate compared to other social platforms like Instagram and Facebook.

While this partnership aims to improve the shopping experience, it raises questions about how Gen Z will respond to their favoured platform evolving into a digital storefront.