Amazon is ending Inspire, its attempt at a TikTok-like shopping experience, just over a year after launch. This move reflects the company's ongoing struggle in social commerce, following previous failures like Amazon Spark and Posts. Despite efforts to incentivize creators with payments for short videos, Inspire couldn't gain traction. Analysts suggest that Amazon's misunderstanding of consumer engagement contrasts sharply with TikTok, where users actively create and share, affecting future strategies for social commerce on Amazon and raising questions about remaining social features in its app.
"TikTok's users aren't just shoppers or data points, they're co-creators," explains Joanna Williams, creator economy expert. This highlights the essential difference in user engagement between platforms.
Amazon's decision to shutter Inspire represents a striking shift for the e-commerce giant: rather than trying to force social behavior into its shopping app, the company appears ready to meet customers where they naturally seek inspiration.
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