TikTok Shop hosted “Deals For You Days” during Amazon Prime Day—but it didn’t lead to a surge in sales as expected. Non-Amazon retailers experienced a 3% year-over-year growth in gross merchandise volume during Amazon’s Prime Day, while TikTok’s event actually tracked alongside a 6% decline. The discoverability feature on TikTok might have even benefited Amazon, as users are pushed content for Amazon products and sales—the hashtag #primeday received over 314M views on TikTok during the event. Plus, the average discount offered by TikTok was 18%, compared to Amazon’s 22% during Prime Day, perhaps because TikTok has yet to secure the number of high-end brands that distribute through Amazon, and products on TikTok Shop already tend to be low-priced. (Modern Retail)
📊 YPulse data: 21% of 13-39-year-old TikTok users use TikTok Shop
