Marketplaces drive discovery, but TikTok Shop carries risk

Brands are rapidly expanding into established marketplaces like Amazon and Walmart Marketplace as well as newer social commerce platforms like TikTok shop, in an effort to meet consumers where they begin their shopping journeys. This opportunity is difficult to ignore with TikTok Shop’s US ecommerce sales forecasted to reach $23.41 billion in 2026, a 48% increase year-over-year.

But while new channels mean new opportunities, they can also create challenges for modern brands. Recent Paxon (formerly Radial) research found that shoppers blame the brand rather than the channel for issues no matter where the purchase was made.

This was particularly true for delayed or inconsistent deliveries through TikTok Shop, which can quickly sour consumer trust, especially when shoppers hold the brand responsible for the experience regardless of where the purchase occurs.

As retailers continue to expand, they need to evaluate each new platform based on its reach and growth potential against fulfillment risks. If they don’t, there is no amount of growth that can mask poor or inconsistent customer experiences, especially heading into the 2026 peak season.

This story was originally published by Supply Chain Quarterly. Read the full story at Supply Chain Quarterly →