TikTok's strategy for US dominance is straight out of Amazon's playbook — but creators are the fuel for its flywheel

• TikTok launched its e-commerce platform, TikTok Shop, on September 13, 2023. 
• The social app's shopping business will be driven by FOMO and trends, fueled by its avid community of creators. 
• Jasmine Enberg is a social media columnist for CMO Insider, covering the companies, creators, and internet culture. Enberg is a principal analyst at Insider Intelligence

TikTok is building an Amazon-like flywheel to be the next US digital juggernaut.

It has already mastered media, and its ad business will grow faster than Amazon, Google, and Meta between now and 2025, at a rate of over 22%, per Insider Intelligence. Even so, TikTok's $6 billion in estimated 2023 US ad revenues aren't enough to position it among the digital heavyweights.