TikTok is testing a new service that could reshape its shopping network
TikTok is launching a managed services pilot program in the US where the company takes over marketing, ad creation, and influencer management for select sellers. This move shifts TikTok from a platform provider to an active e-commerce operator, potentially competing with its own third-party agency partners.
Why it matters
This represents a significant pivot in TikTok's business model, signaling a more aggressive, hands-on approach to e-commerce that could disrupt the existing ecosystem of marketing agencies.
Illustration by Nikolas Kokovlis/NurPhoto via Getty Images TikTok is rolling out a new pilot program where it will run most Shop operations for some sellers. For a fee, TikTok will handle key tasks like hiring creators, running ads, and making creative. Its push into managed services may irk some of TikTok's third-party partners with similar offerings. TikTok is jumping into the driver's seat as it looks to grow its e-commerce business. The company is rolling out a new managed services program in the US that will give it much more control over the performance of some of its e-commerce sellers , according to documentation viewed by Business Insider.
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