
TikTok’s future in the U.S. is really up in the air right now. It’s dealing with some big challenges from e-commerce and all the regulations that keep changing.

TikTok’s future in the U.S. is kind of up in the air right now, with e-commerce challenges and regulatory stuff looming over it. It’s hit over 1 billion monthly active users outside the U.S., showing it’s really blowing up globally. They’re trying to get super big and hard to take down by getting people to love the app while dodging rules and making money.
TikTok Shop is growing fast, but tariffs are getting in the way. It launched in late 2023 and quickly passed Amazon and Temu in the UK, racking up sales in just over a year. They’re aiming for 200% growth in the U.S. by 2025, but rising tariffs are causing problems. Sellers are seeing higher costs, less traffic, and glitches in the system that are frustrating both creators and brands.
Then there’s the looming threat of a ban or sale. Trump has made it clear that if TikTok’s parent company doesn’t sell its U.S. operations by June 19, a ban could happen. They’ve avoided being shut down for now, but the real issue is still hanging over them: they either have to give up control or be forced to sell off parts of the business.
This is a wake-up call for other Chinese companies trying to go global. Professor Nie Huihua from Renmin University is saying that companies like TikTok need to focus on their geopolitical strategy. He thinks we might see something like a “ZTE-style trust arrangement,” where they keep most of their ownership but let someone else handle the operations—kind of saving face for everyone involved.
To steer clear of the same pitfalls, other Chinese brands like Kuaishou and Mixue Ice Cream are looking to expand into places like Brazil and Saudi Arabia, trying to protect against the unpredictability of Western politics.
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