**TikTok Shop Restructures US Operations Amid E-commerce Challenges**
**Meta Description:** TikTok’s parent company is reshaping its US team, focusing on Chinese management to boost e-commerce efforts after falling short of sales targets.
**URL Slug:** tiktok-shop-us-restructure-ecommerce
**Headline:** TikTok Shop Restructures US Team with Chinese Management to Boost E-commerce
TikTok’s parent company, ByteDance, is undergoing significant changes in its US operations, particularly in the Seattle area, where it has begun replacing locally hired staff with managers linked to China. This shift aims to replicate the company’s e-commerce success in Asia after the US market failed to meet sales expectations. Initially, TikTok Shop set an ambitious goal to increase its US e-commerce transactions to $17.5 billion last year, but sources indicate that this target has been significantly reduced.
The TikTok Shop was established in close proximity to Amazon, the online retail giant it seeks to compete against. However, the internal culture is shifting; meetings that were once conducted in English are now frequently held in Mandarin, and communication on ByteDance’s internal messaging platform, Feishu, is increasingly in Chinese. This has left English-speaking employees relying on translation tools to engage with their managers.
A spokesperson for TikTok Shop stated, “We continually assess our business needs and have made recent team adjustments to strengthen our organization, remaining confident in the future ahead.” The company has previously labeled the reported e-commerce transaction target as “inaccurate.”
Amid these changes, over 100 employees in the US have either been let go or have resigned, contributing to a challenging work environment marked by confusion among leadership. This cultural transition is occurring as TikTok faces scrutiny over its Chinese connections, particularly following a national security law passed by Congress that mandates the separation of TikTok’s US operations from its Chinese parent company to avoid a potential ban.
Former President Donald Trump had previously delayed such a ban, but a new deadline for divestiture is approaching. ByteDance has stated that it has no plans to sell TikTok, although discussions with the Trump administration regarding a potential solution were confirmed earlier this year.
In February, TikTok Shop implemented a policy requiring employees to work in the office five days a week for eight hours a day, a move that contrasts with the flexible work arrangements offered by many other tech companies. This change has been particularly challenging for employees who often participate in late-night calls with colleagues in Asia. US staff now need prior approval from human resources and management to work remotely.
These adjustments followed a visit from Bob Kang, the global head of TikTok’s e-commerce division, who aimed to enhance collaboration and productivity within the Bellevue office.
**FAQ Section**
**Q: Why is TikTok Shop restructuring its US operations?**
A: TikTok Shop is restructuring to improve its e-commerce performance in the US, which has not met initial sales targets, by integrating more management from China.
