What brands need to know about the future of TikTok Shop

1 month ago 18

TikTok, and in particular TikTok Shop, had a banner year in 2024. According to a Dash Hudson and NielsenIQ report, TikTok Shop became the ninth-largest online beauty and wellness retailer in the U.S. in 2024. But the app got off to a tumultuous start in 2025. On January 18, it went dark in the U.S. following a Supreme Court ruling that its Chinese ownership represented a threat to U.S. security. Less than 24 hours later, the app was back up. Following his inauguration, President Trump extended the deadline for TikTok to find new ownership to April 4.

But for creators and brands that have made TikTok and TikTok Shop a key part of their revenue, that temporary blackout was all it took to spark a wave of panic about what might happen if the U.S. loses access to the app altogether.

“When we’re in these moments of uncertainty, there’s a lot of fearmongering, there’s a lot of misinformation, and people are really desperate for a single source of truth,” said Leslie Ann Hall, CEO and founder of e-commerce agency Iced Media.

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