TikTok Shop Tests Plus Membership Service in the US, Taking Aim at Amazon Prime

According to a report by Business Insider, TikTok is currently conducting a limited test of an e-commerce membership service called 'TikTok Shop Plus' for some US users, directly challenging Amazon Prime.

The service is integrated within TikTok Shop and offers three monthly fee tiers: $6, $10, and $15. Members can enjoy benefits such as free shipping, product discounts, and exclusive coupons. A test case showed a hair care product normally priced around $57, which, after applying Plus member discounts, could be purchased for $47 with free three-day delivery. Another beauty product priced around $50 offered a $5 discount for Plus members.

Unlike Amazon Prime, TikTok Shop Plus focuses solely on e-commerce consumption benefits and does not bundle additional services like video or music streaming.

Foreign media commentary points out that TikTok Shop Plus is not an isolated move but part of TikTok Shop's e-commerce infrastructure development in the US:

First, single-product subscriptions were introduced earlier. TikTok Shop opened its single-product subscription tool to some US sellers starting June 1, allowing consumers to set up recurring purchases for specific items in categories like beauty, health, and pet supplies, with discounts ranging from 5% to 20%. TikTok Shop Plus essentially upgrades 'single-product subscriptions' to a 'platform-level subscription.'

Second, logistics and fulfillment are being prepared. TikTok Shop's US fulfillment policy requires sellers to maintain at least a 95% tracking rate and an 80% on-time delivery rate. Orders fulfilled by TikTok (FBT) are exempt from some seller-fulfilled metrics. Additionally, in May this year, TikTok Shop officially launched a '3-day shipping' program.

Furthermore, managed fulfillment services are entering a pilot phase. In early July, TikTok Shop initiated a managed fulfillment service for sellers, which, together with the aforementioned logistics policies, forms the operational foundation to support the membership system.

'Amazon Prime's true moat is not FBA logistics or the advertising platform, but the 'switching cost' created by the membership system—TikTok Shop's current move marks its first serious attempt to build repeat purchase loyalty in a channel not dominated by Amazon,' foreign media commentary stated.