Amazon continues to be a powerful engine for e-commerce success, but an increasing number of brands and third-party sellers are actively diversifying—or even shifting—toward platforms like Walmart Marketplace, Target Plus, and TikTok Shop. This move toward multi-channel selling isn’t about leaving Amazon behind. It’s a strategic approach to increase visibility, improve margins, and reduce risk across a rapidly evolving retail landscape.

Increased Costs Are Impacting Seller Margins

Amazon’s referral, fulfillment, storage, and return fees have steadily risen, particularly in the last two years. In some categories, sellers report fees accounting for nearly half of total revenue, challenging the viability of many product lines.

Why add other marketplaces to the mix?

• Walmart Marketplace offers lower referral fees and more flexible fulfillment options.

• TikTok Shop features competitive commission structures and frequent promotional incentives for new sellers.

• Target Plus supports strong margins and emphasizes curated, brand-elevated assortments.

Layering in these platforms allows sellers to optimize profitability while maintaining a strong Amazon presence.

Brands Are Seeking Greater Control and Visibility

Amazon’s customer-centric model limits seller access to key tools that support brand growth. These include:

• Restricted customer data

• Limited post-purchase communication

• Constraints on packaging and brand storytelling

In contrast, TikTok Shop allows creators and sellers to engage directly through video content. Walmart and Target support more elevated, brand-forward product pages. This control is especially valuable to brands focused on customer experience, retention, and long-term loyalty.

Platform Diversification = Risk Mitigation

Relying on a single platform increases vulnerability to algorithm changes, listing suppressions, and policy updates. By spreading sales across multiple marketplaces, brands create a buffer against disruptions and gain access to platform-specific support and promotional opportunities. 

Benefits of a diversified approach include:

• More consistent seller support (especially on Walmart Marketplace)

• Greater operational resilience

• Flexibility to test, learn, and scale across different audiences

First-Mover Advantage Still Exists on Emerging Platforms

Amazon is highly competitive across nearly every category. By contrast, platforms like TikTok Shop and Walmart still offer opportunities for sellers to lead in underdeveloped or less saturated spaces.

Key advantages for early adopters:

• Access to promotional programs and beta tools

• Enhanced organic visibility

• Increased chances of category dominance

• Viral exposure potential on TikTok through creator partnerships and live selling

For growth-minded brands, these platforms represent untapped potential.

Marketplace Diversification Is a Strategic Imperative

Today’s most successful sellers aren’t choosing between Amazon and other platforms—they’re building layered strategies that tap into the strengths of each. 

Expanding across channels like Walmart, TikTok Shop, and Target Plus allows brands to: 

• Boost brand discoverability

• Improve cost structures

• Protect against disruption

• Reach new, high-intent audiences

While Amazon is still a critical foundation, it is no longer the entire blueprint. A well-rounded marketplace mix is becoming essential for long-term e-commerce success.

Ready to expand beyond Amazon?

Our team helps brands establish, optimize, and grow on platforms like Walmart, Target, and TikTok Shop. Contact us today to explore the best marketplace mix for your goals.