The news: Amazon is pushing deeper into social shopping as it tries to nip TikTok’s ecommerce ambitions in the bud. The retailer announced a partnership with Snap to allow users to purchase products from ads without leaving Snapchat’s app, mere days after unveiling a similar deal with Meta.
Amazon moves in: In addition to giving shoppers more opportunities to purchase with Amazon, the deals with Snap, Meta, and Pinterest give the retailer a chance to redefine its role in the ecommerce landscape.
TikTok catches up: Just as Amazon pushes deeper into social media, TikTok is horning in on Amazon’s turf by building a logistics network that it hopes will make TikTok Shop more attractive to buyers and sellers alike.
Looking ahead: While TikTok is unlikely to make a serious dent in Amazon’s ecommerce market share, the retailer is taking steps to ensure it can maintain its dominant position among Gen Z and younger consumers, who are more likely to adopt social commerce.
First Published on Nov 14, 2023
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