.com vs. Amazon vs. TikTok Shop: Finding the Right Mix for eCommerce Growth

In today’s eComm landscape, brands need to think less about “either/or” and more about “how much of each.” Your .com, Amazon, and TikTok Shop presence should serve distinct roles—and work together.

Your .com: The Brand Hub

• Biggest lever: Full control over experience, upsells, and LTV

• Pros: Higher margin, stronger brand story, retention via email/SMS

• Cons: Higher CAC, reliant on paid media

• Pricing Tip: Anchor premium pricing here. Use bundles or free trials to boost AOV.

Amazon: The Trust Channel

• Biggest lever: Search volume + Prime trust factor

• Pros: Easy conversion, massive reach, passive discovery

• Cons: Lower margin, limited customer data, potential pricing wars

• Pricing Tip: Stay competitive but protect margin. Use MSRP anchoring or limit SKUs.

TikTok Shop: The Impulse Engine

• Biggest lever: Viral content + influencer-driven discovery

• Pros: Explosive reach, low CAC (when done right), seamless checkout

• Cons: Operational strain, price sensitivity, inconsistent volume

• Pricing Tip: Offer a low-barrier intro SKU. Use bundles or upsells for profitability.

Final Thought

The winning strategy is channel orchestration, not channel isolation. Use .com to build loyalty, Amazon to capture intent, and TikTok Shop to ignite awareness. Align your pricing, creative, and inventory accordingly—and let each platform do what it does best.