What Amazon did in 2010, TikTok is doing right now. And most sellers are making
By Paul Harvey · March 12, 2026 · Curated by George's Blog
What Amazon did in 2010, TikTok is doing right now.
And most sellers are making the same mistake they made back then.
In 2010, Amazon launched FBA. It was "optional." A convenience for sellers who didn't want to deal with logistics.
Then Prime happened. FBA products got the buy box. Opting out meant losing visibility, sales, and eventually your business.
Nobody called it lock-in at the time. They called it convenience.
Fast forward to 2026.
TikTok just launched Fulfilled by TikTok (FBT). Send your inventory to their warehouses. They handle everything.
And FBT inventory already gets priority over self-fulfilled products.
But it goes deeper than that.
TikTok is also:
👉 Proving it drives sales on OTHER platforms (Off-site Performance Analysis)
👉 Protecting your account health when you use their fulfillment
👉 Choosing your carriers and routing your orders
They're building a closed-loop ecosystem where they control discovery, conversion, AND delivery.
Amazon took 10 years to build this. TikTok's doing it in months.
The sellers who got into FBA early dominated Amazon for a decade.
Same opportunity is sitting right here. Right now.
What's your read — early mover advantage or wait and see? 👇
#TikTokShop #Ecommerce #AmazonSellers #FBA #SocialCommerce