Following my recent post about the TikTok-Amazon partnership, I did a little more research. I analyzed data from the PYMNTS report, “Tracking the Digital Payments Takeover: Monetizing Social Media,” and plotting it on charts revealed something big.
Not only are some product categories far less popular with social commerce, but TikTok also seems to do really well with emotionally driven purchases (like apparel and food) and struggle in more rationally driven categories (such as appliances or office products), behind every other platform.
One reason behind the partnership could be TikTok Shop’s need to gain market share in these less competitive categories, using Amazon as a strategic ally.
This is pure speculation, but given how TikTok’s marketing has evolved since its early days, I wouldn’t be surprised to see growth in categories that are underperforming today.
