Should you sell on TikTok Shop or Amazon UK? The short answer: TikTok Shop UK is best for trend-driven brand growth, while Amazon is best for scale and reliable sales. For most British sellers, the winning strategy is to use both. In this guide, we’ll compare TikTok Shop UK vs Amazon in detail so you can decide the best marketplace for your business.
Why Sellers Are Comparing TikTok Shop and Amazon
Amazon has dominated UK eCommerce for years, with its vast customer base and Fulfillment by Amazon (FBA) service. But TikTok Shop is shaking things up with discovery-driven shopping, influencer collaborations, and a younger audience.
Did you know?: TikTok Shop UK’s gross merchandise value grew by more than 85% in 2023, proving its rapid rise as a serious Amazon competitor.
If you’re weighing up selling on TikTok vs Amazon UK, the right choice depends on your margins, marketing style, and growth goals. Let’s expand on that here…
TikTok Shop Marketplace Fees and Profit Margins
- Amazon: Referral fees average 8–15% depending on category. Using FBA adds fulfillment costs but saves time.
- TikTok Shop: Commission starts at around 5%, making it more affordable for sellers who want higher profit margins.
Sellers using Amazon can reduce admin time with the eDesk Amazon Helpdesk, which centralises customer messages and order management.
TikTok Shop Customer Base and Buyer Intent
Amazon customers search with intent—they already know what they want. TikTok users, however, buy through discovery, with trends and viral content driving sales.
- Best for evergreen, practical products: Amazon
- Best for impulse-driven, visual products: TikTok Shop
“Amazon buyers are searching for products. TikTok users are discovering them.”
For many sellers, the right strategy is multi-channel selling to capture both markets.
TikTok Shop Seller Competition and Visibility
Amazon is crowded, with thousands of sellers competing for the same customers. Paid ads are often required to stand out.
TikTok Shop, while newer, offers lower competition and higher visibility for creative brands. However, consistent video content is key to success.
Streamline your TikTok customer management with TikTok Shop Support.
TikTok Shop Brand Building Potential
Amazon prioritises the marketplace brand, not individual sellers. Customers often don’t remember who they bought from.
TikTok Shop allows sellers to build recognition and loyalty through content, influencer partnerships, and storytelling.
If long-term brand value is your goal, TikTok Shop has an advantage. If immediate sales volume and infrastructure are more important, Amazon remains stronger.
You can see a similar analysis in our Amazon vs eBay marketplace comparison.
Which Is the Best Marketplace for UK Sellers?
- Choose Amazon if: You want scalability, logistics handled through FBA, and steady sales.
- Choose TikTok if: You want to grow a brand, target younger audiences, and ride social trends.
- Choose both if: You want to maximise reach and balance discovery with purchase
Key Takeaways and Next Steps
- TikTok Shop UK is growing fast, with lower fees and more brand-building opportunities.
- Amazon remains the leader for scale, logistics, and buyer intent.
- The smartest sellers use both platforms, supported by tools like eDesk to simplify multi-channel management.
👉 Ready to see how eDesk can help you win on both platforms? Book a Demo today.
FAQs
Is TikTok Shop better than Amazon for UK sellers?
TikTok Shop is better for trend-driven, visual products, while Amazon is better for established, evergreen categories. Many sellers use both.
Which platform has lower fees, TikTok Shop or Amazon?
TikTok Shop generally has lower commission rates (around 5%) compared to Amazon’s 8–15%.
Can I sell on both TikTok Shop and Amazon?
Yes, and many successful sellers do. This approach captures both discovery-driven TikTok buyers and search-driven Amazon buyers.
Does TikTok Shop offer fulfilment services like Amazon FBA?
Not at the same scale. TikTok sellers currently handle more of their own logistics, while Amazon’s FBA remains unmatched in convenience.
