Cross-border e-commerce sellers have felt a distinct shift over the past two years: while there are more platforms than ever, maintaining profitability has become increasingly challenging. Historically, when discussing growth, the immediate response was Amazon. With its massive traffic, mature user base, and stable conversion rates, Amazon remains the undisputed foundation of the global e-commerce landscape. However, according to a recent seller survey, the fastest-growing channel for revenue is now TikTok Shop.
According to the State of the Seller report published by Marketplace Pulse, 51% of surveyed TikTok Shop sellers reported an upward trend in revenue, surpassing Amazon's 44%. On the other end of the spectrum, eBay struggled, with 42% of its sellers reporting a decline in revenue. Overall, more than 44% of cross-border sellers grew their revenue over the past 12 months, with mid-sized merchants (generating $1 million to $5 million in annual sales) performing the best—over 61% of them reported performance gains.
This data does not suggest that TikTok Shop is replacing Amazon. Instead, it highlights that seller revenue streams are becoming more diversified. Amazon remains the stable anchor, while TikTok Shop acts as a high-velocity growth channel. This is particularly true for brands with strong content creation capabilities, influencer networks, and agile product launch cycles.
Search-Driven vs. Discovery-Driven Commerce
The underlying logic of TikTok Shop differs fundamentally from traditional shelf-based e-commerce. On Amazon, users search with high intent. On TikTok Shop, demand is generated through content; it is a content-driven commerce platform. Whether it is a kitchen gadget, a beauty product, or a pet accessory, purchases are driven by short-form video demonstrations, influencer recommendations, and impulse buys rather than active search queries.
TikTok's official platform strategy emphasizes keeping product discovery and checkout within a single app. The platform aims to foster genuine consumer interest during discovery rather than just facilitating transactional efficiency.
Why Mid-Sized Sellers Are Capturing the Dividend
Sellers with $1 million to $5 million in annual revenue are uniquely positioned to capitalize on this trend. They possess the necessary supply chain, team structure, and capital, but lack the bureaucratic inertia of massive enterprises. They can rapidly test ad creatives, collaborate with creators, and pitch a single product across multiple angles.
For example, a portable blender on Amazon competes on keywords, pricing, reviews, and ad placements. On TikTok Shop, success depends on showcasing specific use cases—dorm room breakfasts, post-workout shakes, or office fruit cups. It is a test of creative agility rather than just bidding power.
The Profitability Paradox: Rising Revenue, Squeezed Margins
Despite revenue growth, profitability remains a major challenge. The same report reveals that 46% of sellers experienced a decline in profits, while only 31% saw profit growth. Sellers cited the following as their primary financial pressures:
- Platform fees (47.5%)
- Advertising costs (42.5%)
- Logistics and product costs
This highlights the current dilemma for e-commerce brands: more channels mean more opportunities, but every new growth path comes with a cost. TikTok Shop is no exception. While short-form video campaigns can drive explosive sales, they require upfront investments in product samples, creator commissions, ad spend, content production, and customer service. If a video goes viral, inventory management becomes a bottleneck; if it flops, the upfront costs are sunk.
Amazon’s Stability vs. TikTok’s Velocity
Amazon is a "slow game." It requires long-term accumulation of reviews, organic rankings, brand equity, and advertising data. However, once the model stabilizes, it offers high predictability. TikTok Shop is a "fast game." It offers rapid spikes but higher volatility. A viral trend can skyrocket a product overnight, only for demand to cool down just as quickly.
Meanwhile, legacy platforms like eBay still hold stable audiences in niche categories like collectibles, auto parts, and refurbished electronics, but they no longer represent high growth for mainstream sellers. Traffic is shifting, and merchants are naturally reallocating resources to high-growth channels like TikTok Shop, Amazon, Walmart, and independent DTC sites.
The Future of Content-Driven Growth
TikTok Shop is rapidly entering the mainstream retail conversation. Reuters previously reported that TikTok Shop's U.S. Black Friday sales reached $100 million, leveraging short-form videos, creators, and live shopping to drive in-app conversions. The Wall Street Journal also noted that TikTok Shop continues to attract U.S. retailers, with U.S. sales reaching $4.9 billion in the first quarter of 2026, representing a 46% year-over-year increase in consumer spending.
For global sellers, the appeal of TikTok Shop goes beyond early-stage platform subsidies. It fundamentally changes how products are presented. Success is no longer just about optimizing listings, bullet points, and reviews; it is about whether a product can be clearly explained, visually engaging, and authentically demonstrated by creators.
Ultimately, the 51% revenue growth rate isn't just about free traffic—it is a sign that content commerce is reshaping how e-commerce brands scale. While Amazon remains the foundation, TikTok Shop is the new growth engine. One captures existing demand; the other creates it. To succeed, brands must stabilize their content, supply chain, and margins alongside their top-line growth.