Why Amazon sellers and retailers are flocking to TikTok Shop despite looming U.S. ban

Sarah Potempa, a celebrity hairstylist, live streams herself packing orders of her Beachwaver curling iron on TikTok Shop, where retailers promote products and offer generous discounts to over 170 million American TikTok users. With Nike, PacSun, and Crocs already on board, TikTok Shop is projected to reach $50 billion in gross merchandise volume this year, challenging Amazon’s dominance in e-commerce with a focus on in-app conversion and seller support.

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