Close
Search
Menu Menu
[gtranslate]

TikTok seals deal with Amazon to make in-app shopping even easier

Credit: Thred
By
London, UK
0 energy + Add Energy
What is energy?
Want to show your appreciation? Give an article β€œEnergy” and it will help us know what you like.
0 comments
0 comments

The popular video sharing app will now integrate shoppable β€˜Buy with Prime’ ads directly in the TikTok app, complete with real-time delivery estimates. This new development comes as US lawmakers get closer to banning the platform.

Have you ever bought something on TikTok Shop? If you haven’t, it’s likely you’ll be tempted to do so in the near future.

Despite its reputation as a video-sharing app, it’s clear that users have an appetite for buying items they encounter on the platform.

The app generated $11.09 billion in gross merchandise volume (GMV) in 2023, with an estimated 37 percent of users in the US – 55.5 million people – making purchases through shared links or directly on TikTok.

This behaviour is only expected to grow in coming months. Market researchers have estimated that the number of in-app customers will rise to 67 percent of users by 2026.

News of TikTok’s incoming partnership with Amazon makes this projection even more of a sure shot.

The global retail giant has just announced plans to allow β€˜Buy with Prime’ sellers to launch Amazon Demand Side Platform campaigns. These promotions will combine data from their Amazon listings with signals from their own website.

Translating the marketing jargon, this means Amazon retailers will be able to sell products to customers using ads across thousands of third-party apps and websites.

This includes Gen Z’s most loved (and hated) app, TikTok.

How will the partnership work?

Along with being able to securely link their Amazon account to TikTok to make purchases inside the app, users will now be able to see real-time delivery estimates for all products on sale.

Experts believe this feature, which indicates how quickly a customer will have a product in their hands, is likely to boost the already-impulsive nature of TikTok purchases. And oh, are they impulsive.

Several studies have shown that emotions play a key role in the shopping experience on the platform. For example, this trend report revealed that 4 in 10 users make purchases in order to β€˜lift their spirits’ when they’re feeling down.

This dopamine hit is as addictive as a pineapple ice-flavoured vape. More than half of respondents said they felt positive emotions following a purchase on TikTok, a figure 25 percent higher than on traditional social platforms like Instagram or Facebook.

While the new partnership between Amazon and TikTok will certainly streamline the shopping experience for global users, how does Gen Z feel about their favourite platforms becoming more of a digital shopfront?

The general consensus

On Reddit, users have complained that the integration of TikTok Shop has made them β€˜not want to go on there any more’ because β€˜all those ads are irritating.’

Some labelled the new feature β€˜a negative addition’ to the platform, stating that TikTok was β€˜changing for the worse’. Others said that most of the ads they received were from scammy sellers advertising fast fashion, cheap household goods, or other junk they didn’t want.

Redditors admit that they overpaid for products they could find cheaper elsewhere, after realising drop shippers advertised products at a hiked cost. Still, this doesn’t fully encapsulate the frustrations some users feel about seeing more ads.

No rest for the wicked (or capitalism)

Young people have seen several of their favourite platforms bow into capitalist ventures.

Most notably, Instagram has evolved into a host for sponsored posts, ads, and influencer promotions. All of these overshadow content shared by of our family and friends. We rarely see posts from people we actually know, thanks to the algorithm presenting us with products it thinks we should be buying.

Last year, a writer for The Atlantic suggested that TikTok’s sudden veer into e-commerce was β€˜hardly guaranteed to be successful’ despite admitting that the platform is widely used for product discovery.

Months after TikTok Shop’s first launch, it may have been easy to believe this, given the failures of Facebook’s live shopping feature and Instagram’s now-hidden marketplace tab.

That said, though, a fresh partnership with a trusted platform like Amazon will make shopping so seamless, users may feel inclined to spend indiscriminately.

Of course, its success will largely depend on whether TikTok is still operating in the US by the turn of the new year.

Senior Writer & Media Coordinator London, UK

I’m Jessica (She/Her). Originally from Bermuda, I moved to London to get a Master’s degree in Media & Communications and now write for Thred to spread the word about positive social change, specifically ocean health and marine conservation. You can also find me dipping my toes into other subjects like pop culture, health, wellness, style, and beauty. Β Follow me on Twitter, LinkedIn and drop me some ideas/feedback via email.

Popular

Keep up with thred by signing up to our planet-positive newsletter!

More from thred.

The life-threatening β€˜Chroming’ challenge spreading on TikTok
Credit: Thred
Social

The life-threatening β€˜Chroming’ challenge spreading on TikTok

The challenge involving inhaling toxic fumes has gained popularity among the younger generations, raising serious health concerns among health professionals and parents. Adolescents' use of social media has left older generations, including the oldest members of Generation Z, baffled. Although every generation has encountered unsettling trends, the rise of social media has intensified these issues, creating an even bigger trap for Generation Alpha and the younger members of Gen Z. From...

By Kuala Lumpur, Indonesia
Sweden says children under 2 should have zero screen time
Credit: Thred
Social

Sweden says children under 2 should have zero screen time

Swedish health authorities have issued new recommendations to restrict screen time for young people.Β  Sweden has made a firm statement in the ongoing debate over children and screens: for kids under two, there should be no screen time. At all. Health authorities have issued new recommendations for parents regarding screen time for young people. For ages two to five, it’s limited to an hour a day, and for children six to...

By Brighton, UK
Exclusive – how Epowar is keeping British women safe
Credit: Epowar
Technology

Exclusive – how Epowar is keeping British women safe

It’s common knowledge that misogynistic violence is an ever-worsening issue across the UK and that local authorities aren’t doing nearly enough to protect us from it. We spoke to Erin-Jane Roodt, who’s designed an innovative new app that enables us to feel less vulnerable, live our lives without fear, and, in worst-case scenarios, bring our attackers to justice. For women, it’s a no brainer: a strange man is undeniably...

By London, UK
The impact of Grindr on gay men’s mental health
Credit: Flickr
Technology

The impact of Grindr on gay men’s mental health

In the digital age, it’s assumed that dating has never been easier. Yet as the LGBTQ+ community increasingly finds itself struggling to navigate the complex landscape of these apps, many are beginning to question the psychological toll of platforms offering instant gratification. Grindr, with its three million daily active users, has revolutionised how gay men meet and interact. Its design, which sorts potential partners into a grid based on their proximity,...

By Delhi, India
Accessibility