TikTok Shop initially attracted e-commerce sellers with the promise of free organic traffic that could lead to significant sales. However, the platform has shifted away from this model, especially in 2025, leading sellers to rely on paid advertising to gain views. Insiders indicate that increased competition and reduced organic visibility have made the landscape more challenging. Experts recommend that brands adapt their strategies to operate effectively in this new ad-driven environment, as dependence on unpaid traffic is no longer viable for sustained growth.
The honeymoon period for TikTok Shop is over as organic traffic for product sellers fades, forcing them to rely on paid ads to gain visibility.
Businesses attracted to TikTok's promise of free traffic now face competition and must adapt to an ad-driven marketplace to ensure sustainability.
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