Over the last few weeks, I’ve chatted independently with two entrepreneurs who sell physical products online. Both of them mentioned that TikTok is a core piece of their growth strategy. I wasn’t expecting that, so I asked a few questions. I knew that TikTok had launched TikTok Shop, where users could purchase products directly on TikTok. But what I didn’t know was how popular that service is. And I was unaware that TikTok has also launched Fulfilled by TikTok, a service that allows merchants to send items to one of 14 TikTok warehouses so that when an order is received, TikTok handles processing and shipping to the customer. It sounds just like Amazon’s Fulfilled by Amazon (FBA) service.

I’m curious to learn more about this. The idea of combining social media with commerce and fulfillment in a single platform intrigues me. Capturing the attention of a user and letting them complete a purchase in a few clicks without leaving the platform is a combination with huge potential.