Is Amazon Still The eCommerce Platform? Here’s the Truth in 2025
For more than a decade, Amazon has dominated the eCommerce landscape. It’s the place shoppers instinctively go for fast delivery, competitive pricing, and an endless product range. But with new platforms rising, from TikTok Shop’s explosive growth to specialised DTC ecosystems, many brands are asking the same question:
Is Amazon still the platform for eCommerce success?
Short answer: yes — but the landscape has evolved.
Why Amazon Still Holds the Crown
- Unmatched Buyer Intent
People don’t browse Amazon, they buy on Amazon. The platform continues to attract high-intent shoppers who are ready to convert immediately. - Global Reach That’s Hard to Beat
From the UK and EU to the US and UAE, Amazon gives brands instant access to international audiences without needing local infrastructure. - A Mature Advertising Ecosystem
Amazon Ads is now one of the most advanced retail media networks in the world. Brands can scale with precision targeting, strong attribution, and predictable ROI. - Consumer Trust and Convenience
Prime delivery, reliable returns, and a familiar buying experience keep customers loyal. For many consumers, Amazon is still their default shopping destination.
But Here’s What’s Changed
While Amazon remains the strongest eCommerce marketplace, it’s no longer the only major growth channel.
Platforms like TikTok Shop, with its entertainment-led shopping model and creator-driven trust, have introduced a new era of discovery commerce. Buyers now expect authenticity, rapid content cycles, and personalised recommendations — areas where TikTok leads.
This shift hasn’t weakened Amazon; it’s changed how brands need to approach it.
Success in 2025 requires an integrated strategy across marketplaces, social commerce, and paid channels using each for what it does best.
So, Is Amazon Still the eCommerce Platform?
Yes but it’s now part of a bigger ecosystem.
Amazon remains the backbone of many brands’ revenue streams thanks to its scale, trust, and conversion power. But the brands winning today aren’t choosing between Amazon or TikTok Shop, they’re combining both, to reach different demographics and buying behaviours.
Use Amazon for high-intent conversion, global expansion, and predictable growth.
Use TikTok Shop for discovery, community, and rapid content-led sales.
Use both to build a resilient, scalable eCommerce strategy.
The Bottom Line
Amazon isn’t going anywhere and it continues to be the world’s most influential marketplace. But the smartest brands are adapting, diversifying, and pairing Amazon’s stability with the energy and reach of emerging platforms.
If your goal is long-term scalable growth, Amazon should still be a core pillar of your strategy, just not the only one.
Ready to expand your marketplace presence? We can help you grow across Amazon, TikTok Shop, and beyond.
