TikTok Shop Is Beating Amazon—Here’s What Handmade Sellers Need to Know
- Cheri Tracy
- Apr 13
- 3 min read
Why the future of e-commerce is vertical, viral, and video-first
TikTok is no longer just a place for dance trends, haul videos, or #SmallBiz check-ins. It’s a full-blown shopping platform—and it’s coming for Amazon.
In fact, TikTok Shop is growing so fast, it’s already outpacing giants like Amazon and Temu in certain product categories, especially with younger shoppers who prefer to discover and buy in one scroll.
A new explainer video from CNBC breaks it all down. If you sell physical products (especially if you’re in beauty, fashion, or home decor), it’s worth the 6-minute watch. What Is TikTok Shop?
TikTok Shop is the commerce arm of the app—built directly into the platform so users can shop without ever leaving their feed.
Sellers can link products directly in videos, Lives, and their profile
TikTok handles some logistics, fulfillment, and even offers warehousing (like FBA, but with more flair)
It’s all about scroll-to-shop: see it, want it, click it, buy it—without interruption
Think: QVC meets your For You Page.
Why It’s Beating Amazon (At Its Own Game)
According to CNBC, TikTok Shop has tapped into something Amazon hasn’t quite nailed: emotional, community-driven shopping.
It’s native. The shopping experience is built into content, not separated from it.
It’s viral. One video can move 10,000 units overnight.
It’s creator-led. Shoppers feel connected to sellers and influencers they follow.
That combo is creating a more impulse-friendly, discovery-based experience—which is where Amazon (designed for utility and search) starts to fall behind.
Watch the full CNBC video here:👉 Why TikTok Shop Is Outpacing Amazon and Temu My Personal Thoughts
As someone who's been in the handmade space for decades, I’ve watched platforms come and go. But TikTok Shop feels different. It’s not just another channel—it’s a culture shift.
I’ve seen handmade sellers go from side hustle to six figures just by leaning into TikTok's tools. But it’s not about going viral for the sake of it—it’s about storytelling, connection, and meeting customers where they already are.
Here’s what I love (and what I think you should consider):
TikTok rewards creativity, not ad budgets. You don’t need fancy production. You need personality.
Your product doesn’t have to be “trendy”—just relatable. Think behind-the-scenes, packing orders, scent reveals, “here’s what’s in today’s batch.”
The platform is still new enough that small sellers can win. Early adopters always have an edge.
That said, TikTok Shop also has quirks. Customer service can be tricky, logistics aren’t perfect, and the learning curve is real. But if you’re selling something visual, giftable, or with a great story behind it? This is your moment.
How Handmade Sellers Can Get Started on TikTok Shop
Apply to join: Start here
Create shoppable content: Pack orders, tell product stories, show transformations
Partner with creators: Use the Affiliate Program to let influencers promote your stuff
Test Lives and product tags: These convert way better than static links
TikTok Shop: The World Champion of Commerce
TikTok Shop isn’t just chasing Amazon—it’s rewriting the rules of online shopping.And that’s great news for handmade brands that thrive on story, personality, and customer connection.
You don’t need to go viral. You just need to show up. Because right now? TikTok’s playing field is wide open—and the scroll-to-sale pipeline has never been shorter.
Want help setting up your TikTok Shop or making scroll-stopping content? Let’s build your plan!
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