The Social Commerce Revolution: Is It the Next Amazon?

For years, Amazon has dominated eCommerce. If you wanted to sell online, Amazon FBA was the gold standard—offering massive reach, fulfilment solutions, and a trusted marketplace.

But something has changed.

Social commerce is exploding, and it’s creating a new era of online selling that doesn’t rely on search-based marketplaces like Amazon. Instead of waiting for customers to type in a product and compare listings, social commerce platforms like TikTok Shop, Instagram Shopping, and Facebook Marketplace are bringing the store to the customer—before they even know they want to buy.

So the big question is: Will social commerce be the next Amazon?

And more importantly, if you’re an eCommerce seller, should you start shifting focus now before it’s too late?

Amazon’s Strengths—and Its Weaknesses

There’s no denying Amazon’s power. The marketplace has millions of active shoppers, offers two-day shipping, and has built trust with consumers worldwide. For many sellers, Amazon is the single biggest revenue driver in their business.

But over the years, Amazon’s business model has become more difficult for sellers to rely on.

Why Amazon FBA is Becoming Harder for Sellers

• Amazon keeps raising fees. Referral fees, FBA fulfilment costs, storage fees—they all eat into margins.
• PPC ad costs have skyrocketed. Sponsored ads are now a must, but they cost more than ever to stay competitive.
• Amazon controls the customer. Sellers don’t get access to customer data, emails, or ways to build direct relationships.
• Product saturation is intense. Almost every profitable niche is flooded with private-label sellers competing on price.

For years, eCommerce brands had no alternative—they either played Amazon’s game or tried to build an independent Shopify store, spending thousands on paid ads.

But now, social commerce is creating a new way to sell that doesn’t rely on Amazon’s search engine or Shopify’s ad model.

What is Social Commerce—and Why is it Blowing Up?

Social commerce is eCommerce that happens inside social media platforms. Instead of going to a website, customers see a product while scrolling, tap a button, and buy it instantly.

Platforms leading the charge:

• TikTok Shop – Short-form videos create demand in real time, leading to impulse purchases.
• Instagram Shopping – Product tagging inside posts allows direct purchases.
• Facebook Marketplace – Blending social interaction with buying intent.
• Pinterest Shopping – Image-based discovery that leads directly to checkout.

The power of social commerce is that it doesn’t wait for the customer to search for a product. It creates instant demand through content, influencers, and organic discovery.

And it’s working.

The Social Commerce Revolution: Is It the Next Amazon?

For years, Amazon has dominated eCommerce. If you wanted to sell online, Amazon FBA was the gold standard—offering massive reach, fulfilment solutions, and a trusted marketplace.

But something has changed.

Social commerce is exploding, and it’s creating a new era of online selling that doesn’t rely on search-based marketplaces like Amazon. Instead of waiting for customers to type in a product and compare listings, social commerce platforms like TikTok Shop, Instagram Shopping, and Facebook Marketplace are bringing the store to the customer—before they even know they want to buy.

So the big question is: Will social commerce be the next Amazon?

And more importantly, if you’re an eCommerce seller, should you start shifting focus now before it’s too late?

Amazon’s Strengths—and Its Weaknesses

There’s no denying Amazon’s power. The marketplace has millions of active shoppers, offers two-day shipping, and has built trust with consumers worldwide. For many sellers, Amazon is the single biggest revenue driver in their business.

But over the years, Amazon’s business model has become more difficult for sellers to rely on.

Why Amazon FBA is Becoming Harder for Sellers

• Amazon keeps raising fees. Referral fees, FBA fulfilment costs, storage fees—they all eat into margins.
• PPC ad costs have skyrocketed. Sponsored ads are now a must, but they cost more than ever to stay competitive.
• Amazon controls the customer. Sellers don’t get access to customer data, emails, or ways to build direct relationships.
• Product saturation is intense. Almost every profitable niche is flooded with private-label sellers competing on price.

For years, eCommerce brands had no alternative—they either played Amazon’s game or tried to build an independent Shopify store, spending thousands on paid ads.

But now, social commerce is creating a new way to sell that doesn’t rely on Amazon’s search engine or Shopify’s ad model.

What is Social Commerce—and Why is it Blowing Up?

Social commerce is eCommerce that happens inside social media platforms. Instead of going to a website, customers see a product while scrolling, tap a button, and buy it instantly.

Platforms leading the charge:

• TikTok Shop – Short-form videos create demand in real time, leading to impulse purchases.
• Instagram Shopping – Product tagging inside posts allows direct purchases.
• Facebook Marketplace – Blending social interaction with buying intent.
• Pinterest Shopping – Image-based discovery that leads directly to checkout.

The power of social commerce is that it doesn’t wait for the customer to search for a product. It creates instant demand through content, influencers, and organic discovery.

And it’s working.

How Social Commerce is Competing with Amazon

1. TikTok’s Algorithm Drives More Organic Sales Than Amazon Ever Could

Amazon depends on search intent. Customers need to actively look for a product before they buy it.

TikTok doesn’t.

Its algorithm finds the right customers and puts products in front of them before they even know they need them.

That’s why brands that could never afford traditional paid ads are scaling on TikTok Shop using just organic content and influencers.

Kevin & Mel, Moicha Matcha:
"The best accounting team we've worked with—meticulous, responsive, and provided valuable guidance for our company setup."

2. Social Commerce is More Profitable Than Amazon

Amazon FBA sellers constantly fight for margins.

• You compete on price
• You spend on Amazon PPC
• You deal with constant fee increases

Social commerce flips this model.

Instead of bidding for ad space, brands are leveraging influencers, viral content, and word-of-mouth to drive free traffic. That means higher margins and less dependency on paid ads.

Ben Thorpe, 3PL Pro:
"A HUGE step up from traditional accountants—attention to detail, expert knowledge, and fantastic communication."

3. Social Commerce Lets You Own the Customer Relationship

Amazon holds customer data hostage. You never get to build an email list, retarget customers, or nurture long-term brand loyalty.

Social commerce? Completely different.

• Customers follow your brand, not Amazon
• You can retarget buyers with direct ads
• You own email lists, phone numbers, and customer data

This is how brands are building long-term businesses instead of just being another Amazon listing.

Daniel Riley, Stoic Store UK:
"Switching to Social Commerce Accountants was one of the best business decisions I’ve made—efficient, communicative, and always willing to go the extra mile."