Over the course of Amazon’s most anticipated shopping extravaganza, affectionately known as Prime Day, countless TikTok users were swept away by the engaging content. It’s no secret that Prime Day is the premier social commerce event in the United States. In a mere 48 hours, videos featuring the popular hashtags #primeday, #primeday2023, and #amazonprimeday2023 captivated viewers on TikTok, accumulating a staggering 400 million views.
This mind-boggling number continues to double year after year, unlike 2019 when it stood at a mere fraction of what it is today. The rise in popularity of TikTok in the US has fueled an increased interest in shopping-related content among its user base.
Amidst this surge in popularity, TikTok has emerged as an influential advertising network that transcends the boundaries of traditional platforms like Facebook & Instagram. It fosters a unique environment for user-generated organic content, which has a profound impact on shopping decisions.
In fact, it wouldn’t be far-fetched to say that TikTok has become one of the most captivating social networks for shoppers. The phrase “TikTok made me buy it” has become a common sentiment, highlighting the platform’s growing significance. One key factor contributing to TikTok’s rise is its ability to facilitate discovery, a trait that is sorely lacking on platforms like Facebook and Instagram.
During Prime Day, shoppers often find themselves overwhelmed by the sheer volume of deals, struggling to uncover items tailored to their liking. It is precisely this dilemma that drives them towards TikTok, as they seek guidance on their purchasing decisions.
The platform provides an invaluable space for users to explore a plethora of product recommendations and firsthand experiences, aiding them in making more informed choices. It comes as no surprise that TikTok experiences a surge in activity because, let’s face it, who knew what to buy on Prime Day without some assistance? TikTok’s meteoric rise has not translated into direct revenue from Prime Day, primarily attributed to the lack of direct links to Amazon in the majority of posts.
However, TikTok has recognized this untapped potential & aims to rectify the situation. To that end, the platform is introducing a native checkout experience, effectively transforming TikTok into a bustling marketplace.
Additionally, TikTok is beginning to experiment with assuming the role of a retailer and sourcing goods directly. While Amazon has introduced its own TikTok-like product called Inspire earlier this year, it pales in comparison due to its limited content variety. Amazon, nonetheless, endeavors to devise a successful social commerce strategy before social networks can master the art of shopping.
Amazon’s ambitions extend beyond merely persuading shoppers to open the app solely for purchasing purposes. They aspire to create an environment where users spend considerable time engaged within the app, exploring & discovering new experiences. On the other hand, TikTok is focused on closing the loop when it comes to shopping discovery and capitalizing on the revenue generated therein.
Prime Day exemplifies the pinnacle of social commerce, as it epitomizes users sharing valuable information with other users. TikTok, by sheer happenstance, evolved into the platform perfectly suited for this occasion.
The significance of TikTok goes far beyond its role on Prime Day. Its influence on shopping decisions permeates all aspects of online commerce. Even products that shoppers don’t typically buy online are now being influenced by the platform.
TikTok has effectively bridged the gap between online browsing & offline purchasing, illustrating its immense potential in the realm of social shopping. This seamless integration of social media and e-commerce continues to reshape the landscape, as online shopping continues to evolve at an accelerated pace.
