Why Gen Z in America Would Rather Shop on TikTok than Amazon

For Gen Z, it's less about products, more about discovery, authenticity, and belonging. Unlike the previous generations, where they go straight to Amazon whenever they need to purchase something, Gen Z spends their time first browsing TikTok and shopping in the app. This cultural shift is rewiring the e-commerce landscape in the United States, driving creator-led social commerce powered by content, creators, and shoppable products.
This is where the TikTok Specialized Agency steps in. These agencies fill the gap between brand direct sales and creator content, offering full-service support in marketing TikTok shop products to young generations.

TikTok vs. Amazon: Shopping Experience

Entertainment-Based Discovery

TikTok is not a shopping platform—yet. Gen Z shoppers are not scrolling through the app looking for a new moisturizer or water bottle, but after they've watched 30 seconds of a creator's morning routine, they're hooked.
Amazon is designed around deliberate search: you visit there already knowing what you're looking for. TikTok does the reverse. Its "For You Page" (FYP) shows you things you didn't even know you needed—but now you do. That's the magic of discovery-based shopping, which Amazon can just never do.

Social Validation Via Likes & Comments

Amazon reviews are fixed and increasingly doubted. TikTok offers live, interactive proof instead.

• You see the product in use.
• You've read remarks from other people who purchased it.
• You view duets featuring fans recording their unboxing or results.

Gen Z values this authentic community conversation over any five-star rating. Likes, shares, saves are a social validation that creates FOMO and a feeling of urgency.

Why Gen Z Trusts TikTok More

Authenticity over Reviews

Forrester, in its 2023 survey, found that 71% of Gen Z respondents have more faith in influencers than in brand advertisements. Not because they're perfect—it's because they're real.
TikTok influencers include real reviews, product failures, and "this didn't work for me" posts alongside success stories. This transparency builds credibility in the long term, and followers become repeat customers.
Amazon's universe is not so subtle. A 4.8-star product may still disappoint you, but TikTok demonstrates to you precisely how that skincare serum looks on various skin tones or how that technological gadget actually functions.

Real-Life Use Cases

TikTok turns products into experiences, not products. You see a meal-prep bowl in a fitness influencer's "Sunday Reset" or a makeup sponge in a GRWM. These aren't scripted product placements—these are real endorsements.
The result? Gen Z doesn't consume products but instead buy moments, trends, and identities. This is a space where a TikTok Specialized Agency becomes of crucial significance: bridging brands with creators who organically weave products into content that Gen Z actually views.

Case Study: Creator-Led CeraVe Success on TikTok

Skincare brand CeraVe saw massive Gen Z sales increases because of its visibility on TikTok. When influencers like Hyram and others talked about the brand in real, non-paid posts, CeraVe jumped on the opportunity with TikTok influencer partnerships and educational UGC.
As a result:

• Sales increased by 40% within a quarter (2023)
• TikTok mentions increased over 300% YoY
• Their #cerave hashtag has over 2.4B views

This win was not based on gimmicky Amazon promotions—it was based on creator support and community trust, rooted in a shrewd TikTok Specialized Agency strategy.

Tips on Marketing to Gen Z for Brands

Gen Z doesn't want to feel like they're being marketed to. They crave discovery, authenticity, and value. Learn how brands can win with marketing TikTok shop agency strategies aimed at this generation.

1. Craft Campaigns from UGC

User-generated content is in the same aesthetic as the standard TikTok feed. Rather than looking like ads, they look like ordinary moments:

• "My real response trying XYZ for the first time…"
• "Why this $12 product is my holy grail."

A TikTok Specialized Agency can help you source and distribute UGC at scale, using paid amplifications and influencer whitelisting for broader reach.

2. Work with Micro-Influencers

While macro creators are great for awareness, Gen Z is more prone to trust micro and niche creators. They possess:

• Increased engagement levels
• A more active engagement with their publics
• More natural content types

These creators have the power to drive trust and sales in tandem. Agencies tend do the matchmaking, outreach, negotiation, and campaign reporting for these collaborations.

3. Leverage Exclusive Bundles & Time-Limited Offers

FOMO works extremely well on TikTok. Brands can establish conversions by offering:;

• "TikTok-only bundles"
• Limited releases drop
• Shoppable videos with countdown timers

Not only do these tactics promote impulse buying, but they also force creators to come up with more interesting reasons to sell your products.

Case Study: Youthforia's Growth on TikTok

Makeup brand Youthforia launched a viral TikTok campaign with influencers to drive awareness for their color-shifting blush oil. The product became viral not because of a massive media spend, but because:

• Visually engaging change content
• Affiliate link-led tutorials created by creators
• Limited stock drops through TikTok Shop

The result? They saw a 5x increase in TikTok Shop daily orders, and the blush oil went out of stock multiple times in 2023. Their campaign was managed by a TikTok Specialized Agency, which handled paid boosts, influencer management, and backend shop integration.

Why Brands Need an Expert Agency on TikTok

Gen Z consumers are unlike any other generation before. They:

• Preferring video-first product discovery
• Distrust overly polished ads
• Store based on human recommendations, not websites

To thrive, brands must be led through this new landscape. A TikTok Specialized Agency offers:

• Influencer partnership and UGC creation
• Ad campaign optimization
• TikTok Shop integration and strategy
• Real-time performance monitoring and content tuning

Above all, they know how to entertain and make money, vital to marketing TikTok store merchandise to young consumers.

Ready to Scale Sales with Gen Z Buyers?

Short Media is a TikTok Specialized Agency that helps U.S. brands sell smarter on TikTok.
From creator-owned activations to influencer campaigns, marketing TikTok store strategies, product tagging, and more—We've got you covered so you don't have to.
Become a TikTok Shop Seller today: https://theshortmedia.com

Conclusion

TikTok has revolutionized the way Gen Z consumers shop. They prefer authenticity over advertising, creators over copywriters, and scroll-to-buy convenience over clunky e-commerce paths. Amazon can be fantastic at velocity and logistics, but TikTok is fantastic at trust—and to Gen Z, trust matters most.
With the right TikTok Specialized Agency and the right marketing TikTok shop strategies, brands are able to turn attention into conversions and engagement into repeat revenue. Tomorrow's virtual store is not a bazaar—it's a social connection stream.