TikTok Shop Becomes a Major Threat to Amazon as U.S. Growth Accelerates

TikTok Shop has become one of the fastest-growing e-commerce brands in the United States in 2025, according to data from Morning Consult. The social-commerce feature ranked third among the year’s fastest-rising brands, overtaking several established digital players, including ChatGPT.

Between the first and third quarter of 2025, TikTok Shop saw a sharp rise in shopping activity on the platform — clear evidence that social commerce is moving into the mainstream. The momentum peaked during Black Friday, when TikTok Shop generated over 100 million US-dollars in sales in a single day, a milestone that underscores its growing commercial power.

For Amazon and the broader e-commerce industry, the development is a warning signal:
– TikTok’s seamless integration of entertainment and shopping is redefining the customer journey.
– Brands must now operate across multiple platforms, including in-app purchasing environments within social media.
– The shift pushes retailers toward stronger creator partnerships, real-time product demos, and faster conversion funnels directly inside the content feed.

TikTok Shop’s trajectory shows that the next major battle in online retail will not be fought on traditional marketplaces — but inside the vertical videos that dominate consumer attention.

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