TikTok now integrates Amazon Shopping directly into its platform, allowing users to make purchases without leaving the app.
Why it matters. Advertisers with access to TikTok’s massive and highly engaged user base could be a game-changer, and reducing friction between discovery and purchase could increase conversion rates.
How it works:
- Amazon product recommendations will appear in users’ “For You” feeds.
- Users who link their TikTok and Amazon accounts can make purchases in TikTok.
- The integration will display real-time pricing, Prime eligibility, delivery estimates, and product details.
The big picture. Amazon is expanding its reach across social media platforms, having signed a similar deal with Pinterest and existing partnerships with Instagram, Facebook and Snapchat.
Between the lines. The integration comes as TikTok Shop, launched about a year ago, seeks to gain traction in the e-commerce space.
Yes, but. TikTok users have expressed mixed feelings about TikTok store ads and videos in their feeds, raising questions about how this new feature will be received.
What they say. “This shopping experience is powered by Amazon through ads placed on TikTok and allows users to complete their product purchases with Amazon in the native TikTok environment,” TikTok said.
What to watch. How this integration affects user experience and engagement on TikTok, and whether it significantly increases Amazon’s sales through social media.
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About the author
Anu Adegbola was Paid Media Editor of Search Engine Land since 2024. It covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career began with
lead digital marketing campaigns (primarily, but not exclusively, paid search) by strategizing, maximizing ROI, automating repetitive processes, and improving the efficiency of every part of marketing services through leadership inspiring on the agency side as well as on the client and marketing technology side.
Outside of Search Engine Land article editing, she is the founder of the PPC networking event – PPC Live and the host of weekly PPCChat Roundup podcast.
She is also an international speaker with some of the stages she has presented on SMX (USA), SMX (Munich), Friends of Search (Amsterdam), BrightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon. , PPC Chat Live, AdWorld Experience (Bologna) and more.