TikTok Tests Shop Plus Membership at $6 to $15 a Month

TikTok Shop is testing a paid membership program in the US, its clearest move yet from impulse-driven discovery toward the repeat-purchase habit that anchors Amazon Prime. According to Business Insider, which reviewed internal materials, the program, called TikTok Shop Plus, is being tried at $6, $10, and $15 a month, bundling free shipping, product discounts, and exclusive coupons. TikTok has not publicly announced it.

How Much Does TikTok Shop Plus Cost?

TikTok is testing three monthly price points, $6, $10, and $15, and has not settled on one. eMarketer, writing about the same Business Insider report, says the platform "has yet to finalize pricing," so the three figures are separate experiments rather than a confirmed set of tiers. Because Shop Plus is still a test, the price shown to a shopper today is not necessarily the price at any wider launch.

What Do TikTok Shop Plus Members Get?

The membership bundles free shipping, member-only product discounts, and coupons, the same shape as Amazon Prime and Walmart+, which eMarketer named as the closest comparisons. Business Insider's screenshots put numbers on it: a hair product normally sold on TikTok for around $57 was discounted to $47 for Plus members, with free three-day shipping, and a beauty product priced close to $50 carried a $5 member discount. On either of those examples, a single purchase covers most or all of a month at the lowest price point being tested.

How Can Shoppers Get TikTok Shop Plus?

Shop Plus is a limited US test, and TikTok has not announced it publicly. Every account of the program traces back to screenshots Business Insider viewed of the offering as it appeared to some US shoppers inside TikTok Shop, and TikTok did not respond to requests for comment from either Business Insider or PYMNTS. That leaves no announced way to sign up and no stated criteria for which shoppers see the option.

From Discovery to Routine

The test sits on top of a subscription tool TikTok rolled out to select US sellers on June 1, which lets shoppers subscribe to individual products for repeat-purchase discounts of 5% to 20% across categories such as beauty, health, and pet supplies. That per-product model builds the return visit one item at a time, while Shop Plus would test whether shoppers will pay TikTok directly for platform-wide benefits. This month, TikTok also began piloting a managed fulfillment service for sellers, another piece of the same infrastructure.

A former TikTok Shop employee told Business Insider that "TikTok, for a long time, watched a lot of their bottom-funnel buyers go over to Amazon," and that the company "is really trying to squash that and capture as much of those final conversions as they can."

Building the Machinery Amazon Relies On

None of these pieces alone makes a Prime competitor, but together they show the direction. TikTok's US fulfillment policy requires sellers to maintain a tracking rate of at least 95% and an on-time delivery rate of at least 80%, with orders handled through Fulfilled by TikTok exempt from some seller-shipped metrics.

The company is also timing promotions to Amazon's calendar. Its Deals For You Days summer event ran through early July, with peak discounts landing on the same June 23 to 26 dates as Amazon's Prime Day.

What It Means for Sellers

For brands splitting inventory between Amazon and TikTok Shop, the question is shifting from where products get discovered to where repeat customers cost less to keep. Amazon still holds the advantage in shopping intent, logistics depth, and a membership business two decades in the making.

TikTok Shop drove an estimated $4.9 billion in US sales in the first quarter of 2026, roughly double a year earlier according to figures reported by The Wall Street Journal, and eMarketer projects its US e-commerce could pass $23 billion this year, against Amazon's estimated $500 billion. That trajectory is what underpins forecasts that TikTok Shop could become a top-three global retailer by 2030. The subscriptions, delivery standards, and sale calendar signal that TikTok wants the second purchase, not just the first.