Amazon Leads US Traffic as TikTok Shop Sales Grow
eMarketer data shows that Amazon significantly outpaced Walmart in US unique visitors, while TikTok Shop’s US annual sales are projected to reach $23.41 billion.
What are the key facts?
- 1Amazon attracted approximately 235 million unique US visitors in June 2026
- 2Amazon’s US visitor volume was 67% higher than Walmart’s
- 3TikTok Shop US sales are projected to reach $23.41 billion
- 4TikTok Shop sales are projected to exceed several retail platforms
What happened?
Data released by eMarketer on September 10, 2026, showed that Amazon attracted approximately 235 million unique US visitors in June 2026, compared with approximately 141 million for Walmart, which ranked second. Amazon’s visitor volume was 67% higher. Meanwhile, TikTok Shop’s US sales for 2026 are projected to reach $23.41 billion, exceeding the scale of Target, Kroger, Shein and Best Buy. Traffic and consumption scenarios differ across platforms: Amazon is better suited to search-driven, high-intent and repeat brand purchases; Walmart continues to offer price-oriented and family-consumption traffic; and TikTok Shop relies more on content distribution, creator affiliate marketing and short-cycle breakout products. For cross-border brands with US-market budgets, these figures can be used to reassess the allocation ratio among on-platform advertising, creator commissions, short-video creatives and inventory turnover.
What does this mean for cross-border sellers?
Amazon has a stronger unique-visitor base in the US and is suited to search-driven, high-intent and repeat purchases, while TikTok Shop depends more on content distribution, creator affiliates and short-cycle breakout products. Sellers should use this distinction to reallocate US advertising, creator, creative and inventory resources.
What should sellers do now?
- 1Create a channel allocation table for Amazon, Walmart and TikTok Shop in the US store, recording advertising, creator commissions, short-video creatives and inventory arrangements separately, and produce an executable budget and replenishment division of responsibilities this week.My AI Agents
- 2Select high-intent and repeat-purchase listings on Amazon US, check search ads, product titles, main images and inventory status, and create a listing-by-listing checklist that flags products requiring priority optimization.ACoS / ROAS calculator
- 3Prepare creator affiliate and short-video creative plans for short-cycle breakout products on TikTok Shop US, link each item to a product, content theme and inventory owner, and complete an executable creator outreach and publishing list this week.Creator Outreach