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If you’re running an eCommerce brand, you’ve probably asked yourself:
👉 Where should I sell?
👉 Is Amazon still the king of online marketplaces?
👉 Should I go all in on TikTok Shop?
👉 Do I need Shopify, or is it dead in 2025?
The truth? There’s no single best online marketplace—it depends on your business, your audience, and how much control you want over your sales.
🚀 BUT—if you’re only selling on one platform, you’re leaving stupid amounts of money on the table.
Let’s break down TikTok Shop, Shopify, and Amazon—their strengths, weaknesses, and the best way to use all three to scale like crazy.
Before we go deep, here’s how they stack up:
PlatformBest ForFees & CostsTraffic SourceControl Over BrandAmazonSearch-driven sales, trusted marketplace🏷️ 15-30% in feesSearch (Amazon SEO, ads)❌ Very littleShopifyDTC brands who want control over everything🏷️ Monthly fee + payment processingPaid ads, organic traffic✅ 100% controlTikTok ShopBrands leveraging video & social commerce🏷️ 5% commission per saleViral content, influencers🟡 Moderate
💡 Amazon has the buyers. Shopify gives you control. TikTok Shop brings the virality.
So… which is the best online marketplace for YOUR business?
Amazon is a money machine if you know how to play the game.
✅ Customers come with intent—they’re already looking for what you sell.
✅ Prime trust factor—people trust Amazon more than most websites.
✅ Logistics beast—FBA (Fulfilled by Amazon) makes shipping and returns effortless.
But here’s the ugly truth about Amazon:
❌ Massive fees—Amazon takes 15-30% of every sale.
❌ You don’t own the customer—Amazon does. Good luck emailing them.
❌ FBA dependency—If Amazon suspends you, you’re finished.
Amazon is great for cash flow and volume, but you’re building Amazon’s business, not yours.
Verdict: Best for high-demand products and people who understand Amazon’s ecosystem (ads, reviews, SEO). But not ideal if you want long-term brand control.
Shopify is your own store, your own rules.
✅ You own your customers—emails, data, and retargeting = 💰.
✅ You control the branding—no generic Amazon listings here.
✅ Better margins—no 15-30% marketplace fees eating your profits.
But…
❌ No built-in traffic—YOU have to bring the customers.
❌ Ad costs are brutal—Meta and Google Ads are getting more expensive.
❌ It takes time—Shopify isn’t “plug and play” like Amazon or TikTok Shop.
Shopify is perfect if you want full control over your business and brand. But you need a traffic strategy (ads, SEO, influencers) to make it work.
Verdict: Best for DTC brands that want full control and are willing to invest in marketing.
TikTok Shop is the biggest opportunity in eCommerce right now.
✅ Insanely high engagement—TikTok users actually enjoy shopping.
✅ Viral potential—Products sell out overnight from one good video.
✅ Influencer power—TikTok’s affiliate program means creators push your products for you.
✅ Low fees—Only 5% commission per sale (compared to Amazon’s 15-30%).
But…
❌ Trends move FAST—what works today might be irrelevant next month.
❌ Algorithm-dependent—you don’t own your audience like you do with Shopify.
❌ Still new—Not all product categories work well yet.
TikTok Shop combines Amazon’s buying intent with Shopify’s branding potential—if you get it right.
Verdict: Best for fast-moving brands that can leverage influencers, video content, and viral products.
Here’s the real answer:
🚀 Use all three TOGETHER. 🚀
Why?
🔹 Amazon = credibility + search volume. Let Amazon handle logistics while you dominate search-based buyers.
🔹 Shopify = brand control + long-term customer value. Build your email list, scale on your terms.
🔹 TikTok Shop = social proof + viral reach. Get your products in front of millions without spending a fortune on ads.
If you’re only selling on one platform, you’re leaving stacks of cash on the table.
Selling across TikTok Shop, Amazon, and Shopify = huge opportunity but also a massive accounting headache.
🤯 How do you track revenue from multiple platforms?
🤯 What happens when payouts don’t match in Xero?
🤯 How do you manage VAT correctly across different sales channels?
Most accountants can’t handle this.
That’s where we come in.
At Social Commerce Accountants, we specialize in multi-channel eCommerce.
✅ We integrate TikTok Shop, Amazon, and Shopify into Xero.
✅ We track payouts, ad spend, and fees so you KNOW your real profit.
✅ We handle VAT correctly, so you don’t get stung by HMRC.
✅ We make sure you’re actually making money—not just selling for the sake of it.
Your dad’s accountant doesn’t get TikTok Shop. We do.
💬 "The best accountants we've worked with. Meticulous, knowledgeable, and responsive." – Kevin Lew, Moicha Matcha
💬 "Sam and his team went above and beyond to sort out our Shopify and Xero integration." – Bangtao FightStore
💬 "I wish I had switched accountants sooner—these guys actually understand social commerce." – Daniel Riley, Stoic Store
If you’re serious about scaling on TikTok Shop, Amazon, and Shopify—and you need an accountant who actually understands how social commerce works—we need to chat.
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