Amazon expands social media commerce with TikTok and Pinterest deals

Amazon.com Inc. has inked new deals with TikTok and Pinterest Inc., enabling users to purchase products from Amazon directly within these popular social media platforms.

According to a Bloomberg report, the initiative is designed to make it more convenient for customers to shop on social media. The move allows users to seamlessly connect their TikTok and Pinterest profiles to their Amazon accounts, facilitating direct purchases from advertisements without having to leave leave the apps.

A recent report revealed that social commerce has continued to grow in popularity with sales through social media platforms expected to reach 8.5 trillion US dollars by 2030 compared to estimated 700 billion US dollars in 2024.

Asia is at the forefront of this trend, in particular in China and Thailand, where 53% and 59% of shoppers respectively purchase via social media. Additionally, several payment trends are acclerating this rise including increased adoption of digital wallets, more buy now pay later options, crypto payments, personalised payment plans and the seamless integration of payment methods.