Three of the world’s most rapidly expanding companies – e-commerce giant Amazon and entertainment services TikTok and Pinterest –- have signed a cooperation agreement that allows Amazon to sell products via ads without users having to leave the app.
Today, TikTok has over 1 billion monthly users, and Pinterest has 480 million users. Research shows that 41 percent of TikTok’s users are between 16 and 24 years old, with 90 percent of them using the app daily.
One issue with in-app purchases is that several countries prohibit advertising aimed at children. TikTok has addressed this by setting the age limit at 13 years, but younger children still use the app. In Norway, Sweden and the Canadian province of Québec, advertising to children under 12 is illegal. Advertising to children is restricted in the UK, Greece, Denmark and Belgium.
The partnership with TikTok and Pinterest, developed under the name Project Handshake, allows users to link their social media accounts to their Amazon profiles and complete purchases without being redirected to Amazon.
Additionally, Amazon has recently entered into a similar agreement with Pinterest and already has partnerships with Meta Platforms and Snap.
