If you’re a US-based brand, you’ve likely heard about the big news - there could be a nationwide ban on TikTok. Officials have cited national security concerns over ByteDance, the parent company, and its connections to China. This decision has caused widespread disruption, particularly if you relied on TikTok Shop as a key sales channel.
TikTok Shop experienced explosive growth, generating over $100 million in sales on Black Friday 2024 alone and reporting a 165% increase in shoppers year-over-year. However, the Protecting Americans from Foreign Adversary Controlled Applications Act may require ByteDance to sell TikTok’s U.S. operations or face a ban.
How this potential ban will be enforced is still uncertain. In his farewell address, President Biden assured that TikTok won’t “suddenly be banned on Sunday.” Adding to the uncertainty, the Biden administration has left the decision on how to implement the law to the incoming Trump administration. As discussions continue, if you sell on TikTok, you should start preparing for a possible ban to avoid disruptions to your ecommerce operations.
What are the key implications for your brand?
TikTok is more than just a social commerce channel - it’s a highly engaging platform with around 170 million US users. This ban could disrupt both paid and organic marketing efforts.
TikTok’s influencer ecosystem played a major role in product promotion, with brands partnering with creators to drive sales through short-form videos. The ban disrupts these collaborations, forcing brands to rethink their influencer marketing strategies.
It also impacts organic content strategies, as many brands invested heavily in TikTok-specific trends and engagement tactics. Now, they must adapt, repurpose content, and find alternative ways to reach their audience.
Damian Speck
What happens to TikTok when the ban kicks in?
TikTok will likely be removed from app stores, preventing new downloads and updates. While it remains legal to have TikTok installed, the lack of updates will eventually make it unstable. Reuters outlines that user workarounds like VPNs won’t fully restore functionality.
Immediate steps that can help you pivot:
The potential loss of TikTok reiterates the need for multichannel ecommerce. Even if TikTok remains operational, putting all your eggs in one basket is risky.
So, what can you do right now to adapt?
1. Expand to alternative channels
Explore where your audience is most active and build a presence there. Platforms like Instagram Shopping, YouTube Shopping, Facebook Shops, and Pinterest Shopping offer strong alternatives for social commerce.
Additionally, marketplaces like Amazon and Walmart are increasingly becoming the first destination for shoppers, according to ChannelEngine’s Marketplace Shopping Behavior Report 2025.
2. Leverage customer data
If you’ve been selling on TikTok Shop, don’t lose the valuable customers you’ve collected. Use it to refine your retargeting and audiences on other platforms. This data could prove invaluable for building targeted campaigns on other platforms.
3. Repurpose content
Don’t let your existing TikTok content and campaigns go to waste. Download and archive all TikTok content and analytics data to preserve valuable performance insights. Repurpose this content for platforms like Instagram Reels and YouTube Shorts. The key is to adapt, and not start from scratch.
4. Evaluate and reallocate budgets
Take a minute to assess the effectiveness of your TikTok advertising and influencer collaborations. Which strategy worked best?
Now’s the time to shift your budget to other channels that offer similar engagement. Work with influencers who have a strong following on other social commerce platforms. Align your spending with channels that fit your audience and marketing goals.
Long-term strategic adjustments
To stay resilient, adopt a platform-agnostic content strategy that works across multiple channels. With TikTok’s users migrating to alternatives like Xiaohongshu (RedNote), now the top app in U.S. app stores and the center of the viral #TikTokRefugees movement with over 160,000 posts, it is vital to identify where your customers are moving and establish a presence there.
At the same time, strengthening owned channels like your website, app, and email marketing could help with audience retention and maintaining direct communication. Diversifying across marketplaces is equally important. Horizontal marketplaces like Amazon and Walmart offer massive reach, while niche sales channels like Nordstrom and Best Buy help target specific demographics. Shein, popular among Gen Z, can also be a smart option, as it offers lower operational costs and access to a customer base similar to TikTok’s.
Moving forward
While the TikTok ban presents challenges, it’s not the end of the road. Earlier in 2024, TikTok faced similar obstacles in Indonesia but adapted through a strategic partnership with Tokopedia.
By taking proactive steps now, diversifying platforms, safeguarding customer data, and exploring emerging channels, you can effectively navigate these disruptions. Stay informed, stay agile, and ensure your brand continues to thrive no matter what happens next.
