American shoppers are showing decreasing interest in TikTok, as reflected in the total value of goods sold on the platform in the US last month, which was lower than the previous month. Despite this trend, ByteDance, the company behind TikTok, is diversifying its product range in Western markets. For example, the AI homework assistant Gauth and the photo-and-video-sharing app Lemon8 are gaining momentum with the help of influencers.
ByteDance recently did a soft launch of TikTok Notes, a photo-posting app that competes directly with Instagram, in Canada and Australia. However, the US remains a crucial market for cross-border merchants due to its cultural influence and the disposable income of American consumers. Wang Haizhou, founder of EchoTik, emphasized the importance of the US market as a trendsetter for other markets.
In the event that TikTok is forced to leave the US, sellers like Hong from the TikTok Seller Alliance are prepared to switch to other platforms. Despite the potential impact on sales, many sellers are also exploring alternative strategies and options. Uebezz, for example, is still operating normally in the US, with goods stored locally for sale. Luo from Uebezz emphasized the importance of assessing the situation before making any drastic decisions.
Looking ahead, sellers are advised to remain calm and continue operating as usual until more clarity is provided regarding the future of TikTok in the US. Hong suggested staying informed and flexible in response to changes, while also being prepared to adapt to new platforms or strategies if necessary. Despite the uncertainty surrounding TikTok’s presence in the US, sellers like Uebezz and others are keeping a close eye on developments and making contingency plans accordingly.
