TikTok is testing a paid membership program for US shoppers called TikTok Shop Plus, built into its Shop platform and modeled closely on Amazon Prime, according to Business Insider. Members get free shipping, coupons, and discounts, with one hair product listed around $57 dropping to $47 along with free three-day shipping. TikTok is trying price points of $6, $10, and $15 a month. A former Shop staffer said the company spent years watching shoppers discover products on TikTok and then head to Amazon to buy them, and Plus is aimed at capturing those final conversions. Borrowing from Amazon is a pattern here, since TikTok runs its own fulfillment service for merchants and hired dozens of Amazon staffers ahead of its 2023 US launch. TikTok’s US e-commerce business could cross $23B in sales this year, per Emarketer.
