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| Eugene Kayman is the cofounder and the COO of Million Dollar Sellers, a community of elite e-commerce entrepreneurs. Courtesy of MDS |
The e-commerce landscape is constantly evolving, and sellers who want to stay ahead can’t afford to rely on a single platform. While Amazon remains the dominant player in online retail, many industry veterans now say the biggest growth opportunity in 2025 lies elsewhere specifically on TikTok Shop, the app’s fast-growing e-commerce marketplace.
Before Amazon became the go-to marketplace, eBay was where ambitious sellers cut their teeth. That’s where software developer and e-commerce entrepreneur Leo Limin first started, eventually moving on to sell smart bulbs on Amazon in the mid-2010s. Back then, he said, sales were “very easy.”
But over the last decade, Amazon has become far more competitive, with shifting rules and strategies that force sellers to adapt quickly.
“Amazon keeps changing the rules,” Limin told Truth Sider. In 2018, he pivoted to creating RebateKey, a platform that distributed rebates for sellers promoting new products. It worked until Amazon changed its policy again, cutting off the program’s viability.
Today, Limin still sells on Amazon, but mainly to keep his finger on the pulse of the industry. His primary focus is JoinBrands, a platform for user-generated content. And while Amazon still holds value, he says that sellers who want real growth should be looking beyond it.
TikTok Shop: The New Frontier
TikTok Shop launched in the US in 2023 integrates shopping directly into the app, allowing users to discover and purchase products without leaving their feed.
“Tiktok Shop created this ecosystem where everybody can be a seller, so everybody can become your affiliate,” said Limin. “It’s explosive. If you’re not on TikTok Shop, you are disadvantaged right now.”
Eugene Khayman, COO of Million Dollar Sellers (MDS), agrees. Like Limin, he started on eBay before building a seven-figure Amazon business. Now, he works with some of the most successful online sellers in the world and sees TikTok Shop as a rare opportunity reminiscent of Amazon’s early days.
“If people are treating Amazon as their whole business, they’re definitely more at risk,” Khayman said. “There are so many different verticals of e-commerce to serve.”
Not Every Product Fits the TikTok Model
For some products, TikTok Shop is a perfect match. For others, not so much.
Entrepreneur Kyle Goguen runs two brands: Pawstruck, a natural dog treats company, and CRBN, a premium pickleball paddle brand. While Pawstruck performs well on TikTok Shop, CRBN’s paddles priced between $180 and $280 are a harder sell.
“The nature of TikTok Shop is more of a price-conscious shopper,” Goguen explained. “It’s challenging to convert someone at a high price point unless the product is incredibly viral.”
Still, he believes TikTok Shop offers the potential for rapid growth, even if it lacks the long-term stability and repeatability of Amazon.
“It’s a little bit like the Wild West,” Goguen said. “There’s a faster path to success, but it’s also less predictable.”
Live Selling: The ‘New QVC’
For sellers looking to fully capitalize on TikTok’s potential, experts point to live selling a format that blends entertainment with real-time product promotion.
“It’s like QVC for a new generation,” said Limin. “Some brands sell $50,000 worth of products in just two hours through live streams.”
Beyond sales, brands are also using live streams for customer engagement and support.
Live selling is already a massive industry in China, and Limin predicts it will explode in the US within two to three years. Platforms like TikTok, Amazon, YouTube, Instagram, and Whatnot are already investing heavily in this space.
“At JoinBrands, we’re focused on training creators to sell live,” Limin said. “If you look at what’s happening in China now, that’s where the US is headed and live selling is going to stay.”
Amazon remains a critical sales channel, but in 2025, sellers who ignore TikTok Shop may be missing the next big wave in e-commerce. Between its powerful affiliate-driven model and the rise of live selling, TikTok offers opportunities for explosive growth if sellers are willing to adapt their strategies.
As Limin put it, “If you’re not on TikTok Shop, you’re already behind.”
