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TikTok’s coming for Amazon’s search traffic

By Leticia Miranda

30 Jan 2023 · 5 min read

Editor's Note

TikTok's social shopping experience is proving to be a headache for Amazon's rather dull interface. This Bloomberg column looks at how Amazon is surprisingly bad at engaging young shoppers.

Amazon.com has long been the dominant platform where people start their shopping searches for everything from ear buds to summer dresses. But its grip over that first step in a shopper's journey is loosening as ByteDance's TikTok aggressively draws traffic and becomes a more popular place for people to shop.

TikTok's growing influence has exposed Amazon's big weakness: for all its success in retail logistics, it's not really a fun place to browse or discover new trends.

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