Black Friday 2024 was a huge day for online shopping in the U.S., with total sales hitting $10.8 billion—a 10.2% increase from last year. During the busiest shopping hours, people were spending $11.3 million every minute. Among all these sales, TikTok Shop had a big moment, breaking its own record with $130 million in sales, up from $33 million last year.
While that growth is impressive, it’s still just a small part of the larger picture. TikTok Shop’s $130 million is only 1.2% of the total U.S. online sales on Black Friday. So, while TikTok made a splash, it still has a long way to go to compete with the big names like Amazon.
Why Is TikTok Shop Still Small in the E-Commerce World?
You might wonder, with over a billion users, why hasn’t TikTok Shop grabbed a bigger share of the market? Here are some reasons:
- Younger Audience TikTok Shop is popular with younger shoppers, especially Gen Z and Millennials. These users love discovering trendy products through fun, short videos. But this is just one group of shoppers, and they’re not as big as the broader audience you find on places like Amazon, which caters to all kinds of people with different shopping needs.
- Limited Product Choices TikTok Shop tends to focus on trendy, fun products, often seen in viral videos or promoted by influencers. While these products are exciting, TikTok doesn’t yet offer the vast variety you can find on Amazon, where you can buy anything from groceries to electronics to clothes. Because of this, TikTok Shop’s selection is more limited.
- Shopping Convenience Shopping on TikTok is different. It’s fun and interactive, but it’s not as easy to find exactly what you’re looking for compared to Amazon. On Amazon, you can search for anything, read reviews, and get detailed product info. TikTok Shop still needs to improve its shopping experience to compete with these convenience-focused platforms.
- Amazon’s Dominance Amazon has been around for years and has built a strong reputation for reliability and a wide selection of products. People trust Amazon for quick, easy shopping. TikTok, however, is still learning how to compete in the e-commerce world, and right now, it can’t match the convenience and scale of Amazon.
What Does the Future Hold for TikTok Shop?
Even though TikTok Shop still holds a small share of the market, its growth is promising. It’s doing well by connecting with a younger audience and offering a fun way to shop, especially for products that go viral. But for now, TikTok is more of a side option rather than a replacement for bigger platforms like Amazon.
As TikTok continues to grow and improve its shopping features, it might start attracting more shoppers and carving out its place in e-commerce. However, it will likely remain a platform for niche, trendy products, while the bulk of sales will continue to come from the big e-commerce giants.
Looking Ahead
The big question is: How much of the market will Amazon grab this year? TikTok Shop’s rise shows that social media and trend-driven shopping are becoming more important, but Amazon is still the leader when it comes to sales volume.
In the coming years, TikTok Shop could keep growing and become a bigger player, but for now, it’s clear that the bigger platforms will continue to dominate. Brands looking to reach younger, trend-focused audiences might turn to TikTok, but for most shoppers, the big players like Amazon will still be the go-to choice for everything they need.
