Amazon, Temu, AliExpress, Cdiscount… These marketplaces hold a major position in the e-commerce landscape. But TikTok Shop is shaking things up with a model focused on video content, influence and virality. Which platform is the most relevant for your products? Here’s a comparison to guide you.

 

General comparison of major marketplaces

MarketplaceMonthly audienceSeller commissionPositioning
TikTok Shop1+ billion5–10% + creatorsSocial commerce, video, influence
Amazon300+ million8 to 15% (sometimes up to 45%)Global leader, Prime logistics, volume
Temu100+ million0% (hybrid model, funded promotions)Ultra-discount, direct China/Europe sales
AliExpress200 million5 to 8%International B2C, competitive pricing
Cdiscount20 million5 to 20% depending on categoryFrench marketplace, local presence

 

Why TikTok Shop stands out

  • A young and mobile audience: over 3 out of 4 users are influenced by TikTok videos.
  • An integrated shopping channel: users stay in-app to discover and buy.
  • Native formats: viral videos, lives, brand challenges.
  • A model based on trust: through influencers and authentic reviews.

🔥 TikTok Shop is built for the attention economy: fast visibility, immediate conversion.

 

Strengths of traditional marketplaces

Other platforms provide a solid base for merchants:

  • Amazon: strong logistics, high conversion rate, massive visibility.
  • Temu: aggressive acquisition model, ultra-competitive prices, volume effect.
  • AliExpress: low-cost gateway to international sales.
  • Cdiscount: strong presence in France, local credibility.

But these marketplaces often require a highly structured strategy, margin control, and strong competitiveness.

 

Combine TikTok Shop and marketplaces with Lengow

Why choose when you can centralise? With Lengow:

  • Distribute your catalogue on TikTok Shop, Amazon, Cdiscount, etc.
  • Synchronise your orders, stock and product data
  • Manage your marketing campaigns from a single interface

👉 See how Lengow connects your sales channels

 

Conclusion: towards a smart multichannel strategy

TikTok Shop stands out with its modernity and viral power. Amazon, Temu, AliExpress and Cdiscount remain solid pillars. The most important thing? Finding the right combination for your goals. And with Lengow, you’re in control.

Related links

Our guides