Amazon isn’t the only U.S. entry channel

I speak with many international merchants looking to enter the U.S. market. Nearly all of them plan to launch on Amazon. But channels such as branded ecommerce sites and the fast-growing TikTok Shop increasingly offer alternatives.
Here’s an example. I consult with a hair-care brand that launched in the U.S. in 2021 via Instagram, then added Shopify and TikTok Shop. The brand’s average basket is $59. For two years the company gave products to small but specialized creators, purchased ads, and pushed affiliate deals. Nothing took off.