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TikTok Made Me Buy It: Influencer Sway in the E-commerce Market

The emergence of TikTok Creator Marketplace has ignited a compelling debate: Could TikTok present a credible challenge to Amazon, the e-commerce behemoth?  

As social media platforms venture beyond entertainment and delve into serious business, the prospect of TikTok disrupting the traditional online shopping landscape is more than a mere hypothesis. 

A 2023 consumer culture report by 5W Public Relations found that consumers under the age of 44 are increasingly influenced to make purchases via TikTok, thanks to paid ads on social media and influencer endorsements. 

“TikTok made me buy it” is a popular phrase coined by the platform’s users who were swayed to purchase influencer content. Conversely, Amazon primarily serves as a dedicated shopping platform, drawing consumers with the explicit purpose of making purchases.  

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