Should you sell on TikTok Shop, Amazon FBA, or both? For European sellers, the answer depends on your product type, target audience, and — critically — your margins.
Both platforms take a significant cut. But the fee structures are completely different, and what looks cheaper on paper might not be cheaper in practice.
This guide compares every major fee category between TikTok Shop and Amazon FBA for EU sellers.
Fee Structure Overview
| Fee Type | TikTok Shop | Amazon FBA (EU) |
|---|---|---|
| Monthly subscription | None | €39/month (Professional) |
| Commission/referral | 5–6% | 7–15% (category-dependent) |
| Payment processing | 2% | Included in referral fee |
| Fulfillment | Varies (self-ship or TikTok logistics) | €2.50–€5.50+ per unit |
| Storage | N/A (self-managed) | €26–€36/m³ per month |
| Long-term storage | N/A | €170/m³ (365+ days) |
| Affiliate/advertising | 10–20% (affiliate) | 5–15% (PPC average) |
| Return processing | 20% of referral fee | Free for most categories |
| VAT handling | Deemed supplier | Deemed supplier |
Commission Rates: TikTok Wins
TikTok Shop's commission rates are significantly lower than Amazon's across almost every category:
| Category | TikTok Shop | Amazon EU | Difference |
|---|---|---|---|
| Electronics | 6% | 7% | TikTok saves 1% |
| Fashion | 6% | 15% | TikTok saves 9% |
| Beauty | 6% | 8–15% | TikTok saves 2–9% |
| Home & Garden | 6% | 15% | TikTok saves 9% |
| Toys | 6% | 15% | TikTok saves 9% |
| Sports | 6% | 15% | TikTok saves 9% |
The commission gap is enormous in categories like fashion, home, and toys. TikTok charges 6% where Amazon charges 15% — that's 9 percentage points of margin you keep.
However, TikTok's 2% transaction fee narrows the gap slightly, making the real comparison 8% (TikTok) vs 7–15% (Amazon).
Fulfillment Costs: Amazon Is More Expensive
Amazon FBA charges per-unit fulfillment fees based on size and weight:
| Size Tier | Amazon FBA Fee | TikTok (Self-Ship Est.) |
|---|---|---|
| Small/Light (under 150g) | ~€2.50 | €3.00–4.00 |
| Standard (under 400g) | ~€3.50 | €3.50–5.00 |
| Standard (under 1kg) | ~€4.50 | €4.00–6.00 |
| Large (under 5kg) | ~€5.50+ | €5.00–8.00 |
With Amazon FBA, you pay the fulfillment fee but get Prime shipping, which increases conversion rates. With TikTok Shop, you handle shipping yourself (or use TikTok's logistics in supported markets).
Verdict: Amazon FBA is often cheaper per-unit for shipping, but you lose control. Self-shipping on TikTok gives you flexibility but requires more operational effort.
Storage Costs: Hidden Amazon Expense
Amazon FBA charges monthly storage fees:
- Standard season: €26/m³ per month
- Q4 peak (Oct–Dec): €36/m³ per month
- Long-term (365+ days): €170/m³ surcharge
For TikTok Shop, you store inventory yourself. If you have a home office, this costs nothing. If you use a 3PL warehouse, expect €5–15/m³ per month — still cheaper than Amazon.
Storage fees are a silent margin killer on Amazon. Slow-moving inventory can cost more in storage than it earns in profit.
Advertising and Customer Acquisition
Amazon PPC
- Average ACoS (Advertising Cost of Sales): 15–30% for competitive categories
- Sponsored Products, Sponsored Brands, Sponsored Display
- Required to maintain visibility on a search-driven platform
TikTok Shop Affiliates
- Typical affiliate rate: 10–20% set by seller
- Content-driven discovery — products go viral through creator content
- Less predictable but potentially higher ROI per sale
Key difference: Amazon advertising is search-based (buyer intent already exists). TikTok is discovery-based (you create demand through content). The cost per sale can be similar, but the customer journey is fundamentally different.
See your real numbers
Stop guessing. Start knowing.
Use the free Tiklytics calculator to estimate your profit, or upload your TikTok Shop settlement file for a real breakdown of every fee.
Total Cost Comparison: Real Scenario
Let's compare a €30 product sold in Germany through both platforms:
TikTok Shop Scenario
| Line Item | Amount |
|---|---|
| Selling Price | €30.00 |
| − VAT (19%) | −€4.79 |
| − Commission (6%) | −€1.51 |
| − Transaction Fee (2%) | −€0.50 |
| − Affiliate (12%) | −€3.03 |
| − Shipping (self-ship) | −€4.50 |
| − COGS | −€8.00 |
| Net Profit | €7.67 |
| Margin | 25.6% |
Amazon FBA Scenario
| Line Item | Amount |
|---|---|
| Selling Price | €30.00 |
| − VAT (19%) | −€4.79 |
| − Referral Fee (15% fashion) | −€3.78 |
| − FBA Fulfillment | −€3.50 |
| − Monthly Fee (amortized) | −€0.15 |
| − Storage (est.) | −€0.20 |
| − PPC (15% ACoS) | −€3.78 |
| − COGS | −€8.00 |
| Net Profit | €5.80 |
| Margin | 19.3% |
In this fashion example, TikTok Shop delivers €1.87 more profit per unit — a 32% improvement over Amazon FBA.
When TikTok Shop Wins
- Fashion, beauty, home products — lower commission saves 5–9%
- Viral/trend products — TikTok's algorithm can generate massive organic reach. Track which social channels drive the most sales with UTM parameters to double down on what works
- New product launches — affiliates can drive initial sales without upfront ad spend
- Low-inventory sellers — no FBA storage fees or long-term storage penalties
When Amazon FBA Wins
- Commodity/search-driven products — buyers actively search for these on Amazon
- High-volume sellers — FBA logistics scale better than self-shipping
- Products needing trust — Amazon's brand trust and Prime badge increase conversions
- Complex logistics — FBA handles returns, customer service, and cross-border shipping
The Best Strategy: Both
Many successful EU sellers use both platforms:
- TikTok Shop for discovery, new products, and trend-driven sales
- Amazon FBA for steady, search-driven baseline revenue
- Track margins separately — what's profitable on TikTok may not be on Amazon
The key is knowing your exact margins on each platform. Tiklytics helps you track every fee on TikTok Shop so you can compare apples to apples.
See your real numbers
Stop guessing. Start knowing.
Use the free Tiklytics calculator to estimate your profit, or upload your TikTok Shop settlement file for a real breakdown of every fee.
Frequently Asked Questions
Is TikTok Shop cheaper than Amazon for sellers?
For most product categories, yes. TikTok Shop's 6% commission + 2% transaction fee is significantly lower than Amazon's 7–15% referral fee plus FBA costs. The main variable is affiliate commission on TikTok vs PPC costs on Amazon.
Can I sell on both TikTok Shop and Amazon at the same time?
Yes. Many EU sellers use both platforms. There are no exclusivity requirements on either platform.
Which platform has better conversion rates?
Amazon typically has higher conversion rates (10–15%) because buyers have purchase intent. TikTok conversion rates are lower (1–3%) but compensated by massive reach through viral content.
Do I need a business registration to sell on TikTok Shop in the EU?
Yes. TikTok Shop requires business registration and tax documentation for EU sellers. Amazon has similar requirements. Both platforms perform seller verification.
See your real numbers
Stop guessing. Start knowing.
Use the free Tiklytics calculator to estimate your profit, or upload your TikTok Shop settlement file for a real breakdown of every fee.