Amazon And Meta Alliance Challenge TikTok’s Hegemony: A New Battlefield For Social E-commerce Opens!

When Chinese cross-border e-commerce platforms such as TikTok, Temu, and Shein enter the U.S. market on a large scale, how can Amazon, a local e-commerce giant, sit idly by?

It is understood that Amazon has recently reached a strategic cooperation with Meta and plans to launch a new in-app shopping function on Meta’s two major platforms, Facebook and Instagram, aiming to build a complete e-commerce ecosystem.

Through this new feature, consumers can log in directly with their Amazon account within the Facebook/Instagram platform and instantly view the latest prices of Amazon products, Prime membership privileges, estimated delivery time and product details, avoiding the need to jump to the outside. The steps on the website enable direct purchases within the platform.

This alliance between Amazon and Meta is obviously a challenge to China’s overseas e-commerce. Currently, this feature is in the testing phase, which means Amazon sellers will need to adapt to Facebook and Instagram social media advertising strategies to attract more exposure and orders. Obviously, this may also lead to an increase in advertising costs.

Strategies compete and each shows his or her special abilities.

In order to motivate users to shop and accelerate the conversion of traffic into revenue, TikTok is testing an artificial intelligence tool that can automatically identify products by analyzing video content and guide users to the TikTok Shop to recommend similar products.

Currently, this product identification feature can complete the entire process from recommendation to purchase without the video creator’s knowledge, and the creator does not receive any sales commission for this.

TikTok stated that this feature is currently in the preliminary testing stage and is only open to a small number of users in the United States and the United Kingdom. It is unclear whether it will eventually be promoted to all TikTok users.

The latest news is that the Nepalese government has decided to ban TikTok, and the specific implementation date has not yet been announced.

At the same time, an Indonesian minister said on Monday that TikTok has been exploring potential cooperation opportunities with local e-commerce companies in Indonesia and has negotiated with five companies including GoTo's Tokopedia, Bukalapak.com and Blibli.

Judging from the reactions from all parties, TikTok’s international expansion is full of opportunities and challenges. Only by rapidly expanding its traffic and profitability can it occupy a place in the highly competitive U.S. e-commerce market.