TikTok and Amazon recently reached a cooperation agreement, allowing TikTok users to buy products from the US e-commerce giant Amazon directly on the platform.

This cooperation not only highlights the ambition of TikTok and its parent company ByteDance to transform the platform into an important consumer destination, but also shows Amazon's strategy to drive the growth of its e-commerce business through "social shopping".

Through this cooperation, TikTok users can view information such as prices, shipping times and Prime membership services of Amazon products without leaving the app.

This is not the first time Amazon has established similar cooperation with social media platforms. Previously, Amazon has reached similar agreements with Facebook and Instagram under Meta, and Snap, the parent company of Snapchat, and this week expanded the scope of cooperation to Pinterest.

Amazon is actively using multiple social platforms to reach a wider range of consumers, especially platforms like TikTok that have a large young user base.

Although TikTok has gradually become a direct competitor of Amazon in the e-commerce field, Amazon still chooses to cooperate with it to enable Amazon sellers to reach TikTok's young user base.

Since launching its e-commerce platform in the United States last year, TikTok has quickly risen to become a powerful channel integrating advertising and sales, with sales expected to reach US$17.5 billion this year.

This growth puts strong pressure on other e-commerce platforms such as Shein and Temu, which are also expanding in the global market. Temu's GMV is expected to reach US$30 billion in 2024, while Shein is expected to reach US$58.5 billion in 2025.