This is one of the most common questions we get from ecommerce founders, and the honest answer is: it depends on your product, your audience, and your creative capacity. Here’s how the two actually compare.

So which one should you pick?

If your product photographs or films well, and your audience skews younger, TikTok often delivers a lower cost per acquisition right now. If you’re running retargeting campaigns or selling to a broader age range, Meta’s targeting depth is hard to beat.

The real answer: most brands need both

In practice, the strongest-performing ecommerce accounts we manage don’t pick one over the other — they use TikTok for top-of-funnel discovery and creative testing, then let Meta’s retargeting pick up the warm traffic. Running both together, with consistent tracking across each, tends to outperform betting everything on a single platform.