{"id":14398,"date":"2025-07-02T18:53:00","date_gmt":"2025-07-02T18:53:00","guid":{"rendered":"https:\/\/yohrt.com\/news\/tiktok-cuts-staff-as-its-shopping-push-fails-to-reach-targets\/"},"modified":"2025-07-02T18:53:00","modified_gmt":"2025-07-02T18:53:00","slug":"tiktok-cuts-staff-as-its-shopping-push-fails-to-reach-targets","status":"publish","type":"post","link":"https:\/\/yohrt.com\/news\/tiktok-cuts-staff-as-its-shopping-push-fails-to-reach-targets\/","title":{"rendered":"#\n                TikTok Cuts Staff as Its Shopping Push Fails To Reach Targets"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/yohrt.com\/news\/tiktok-cuts-staff-as-its-shopping-push-fails-to-reach-targets\/#TikTok_Cuts_Staff_as_Its_Shopping_Push_Fails_To_Reach_Targets\" >TikTok Cuts Staff as Its Shopping Push Fails To Reach Targets<\/a><\/li><\/ul><\/nav><\/div>\n<h1><span class=\"ez-toc-section\" id=\"TikTok_Cuts_Staff_as_Its_Shopping_Push_Fails_To_Reach_Targets\"><\/span>\n                TikTok Cuts Staff as Its Shopping Push Fails To Reach Targets<br \/>\n            <span class=\"ez-toc-section-end\"><\/span><\/h1>\n<div>\n<p><span><span><span><span><span><span>While TikTok\u2019s in-stream sales push is seemingly gaining some traction, it\u2019s clearly not happening fast enough, with the platform undertaking a new round of layoffs in its U.S. eCommerce division.<\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span><span>As reported by Bloomberg, TikTok has initiated a <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.bloomberg.com\/news\/articles\/2025-07-02\/tiktok-shop-cuts-more-us-workers-in-third-round-since-april\" style=\"color:blue\">third round of layoffs in its Shop department<\/a>, which comes after the platform <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.businessinsider.com\/tiktok-shop-leadership-said-us-ecommerce-business-is-falling-short-2025-3\" style=\"color:blue\">failed to meet its performance goals in 2024<\/a>.<\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span><span>Which must have been significant. <\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span><span>TikTok has repeatedly noted that its U.S. sales are rising, with <\/span><\/span><\/span><span><span><span><span>the app reporting<\/span><\/span><\/span><\/span> <span><span><span>a 3x increase in sales on Black Friday<\/span><\/span><\/span><span><span><span><span> last year. For the full year 2024, <\/span><\/span><\/span><\/span><span><span>TikTok reportedly generated around <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/thelowdown.momentum.asia\/tiktok-shop-gmv-in-2024-surpassed-us30-billion\/\" style=\"color:blue\">$US30 billion in total GMV<\/a>, up significantly on 2023.<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span><span><span>Yet, that\u2019s clearly not enough. TikTok\u2019s parent company ByteDance is pushing for a global expansion of its eCommerce elements, as it seeks to replicate the success it\u2019s seen with in-stream shopping in its homeland, and as such, it\u2019s set some ambitious targets for its sales push, in line with past success.<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span><span><span>In China, the local version of TikTok, called \u201cDouyin,\u201d is now a shopping mega-power, and a key player in the nation\u2019s rising online sales shift. <\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span><span><span>Douyin <\/span><\/span><\/span><\/span><span><span>generated <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.techinasia.com\/news\/douyin-hit-490b-gmv\" style=\"color:blue\">$US490 billion in gross merchandise sales (GMV) in 2024<\/a>, a 30% increase year-over-year, with live-stream sales being the key driver of in-stream shopping activity. <\/span><\/span><\/span><\/span><\/span><\/p>\n<div align=\"center\"><img decoding=\"async\" alt=\"Douyin Stores\" data-imagemodel=\"105261\" src=\"https:\/\/imgproxy.divecdn.com\/cSuKTz6xexeXUTgswUyABDBbr64n-32DLJSLu20_TsE\/g:ce\/rs:fit:1600:0\/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9kb3V5aW5fc3RvcmVzLnBuZw==.webp\"\/><\/div>\n<p><span><span><span><span><span>That\u2019s why TikTok\u2019s so keen to follow the same blueprint, because it knows the potential if it can get it right. And with hundreds of billions on the line, it makes sense why TikTok has been so keen to push its in-stream shopping options, even as Western consumers have been less enamored with the opportunity. <\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span>That\u2019s why TikTok continues to promote more and more in-app sales tools, and expand its Shop options to more regions. <\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span>Japan is the latest market to get access, with the nation <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.scmp.com\/tech\/big-tech\/article\/3316505\/tiktok-shop-opens-business-japan-us-fate-hangs-balance\" style=\"color:blue\">becoming the 17th region to get access to TikTok Shop earlier this week<\/a>. Japan is more likely to see better take-up of TikTok\u2019s in-stream shopping tools, as Asian markets have been more open to such. But it\u2019s Western nations that still seem hesitant, or less interested, in buying products in-stream.<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span>That could be because Western shoppers are more aligned with dedicated functionality in different apps. You shop on Amazon, you check in on friends and family on Facebook, and you watch videos on TikTok. That separation seems to be a more cultural approach, with Asian consumers clearly more open to integrating as many functionalities as possible into a single platform. <\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span>Why that is, no one seems to have an answer, but as yet, no platform has successfully integrated various functionalities in this respect, at least not at the scale that TikTok\u2019s seeking with its shopping push. \u00a0\u00a0<\/span><\/span>\u00a0\u00a0<\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span><span>But TikTok\u2019s still pushing. Just this week, TikTok has announced a range of upcoming shopping events for U.S. consumers, including a \u201cShop Locally Made\u201d push and a <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/newsroom.tiktok.com\/en-us\/tiktok-shop-is-where-shoppers-come-to-discover\" style=\"color:blue\">\u201cDeals for You\u201d event<\/a>.<\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span><span>Again, with the Chinese consumer numbers as a guideline, you can see why TikTok\u2019s so keen to push on, and it\u2019ll be interesting to see if it can make it happen, and how it plans to expand its shopping push to align with these goals. <\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span><span><span><span><span><span>It\u2019ll now be doing so with fewer staff, though it may look to bring over experts from Douyin to assist with its promotions. <\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n<\/p><\/div>\n<p><script async src=\"\/\/www.tiktok.com\/embed.js\"><\/script><\/p>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/yohrt.com\/news\/social-media\/\" target=\"_blank\" >Social Media<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/www.socialmediatoday.com\/news\/tiktok-cuts-staff-after-failing-to-reach-shopping-targets\/752254\/\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>TikTok Cuts Staff as Its Shopping Push Fails To Reach Targets While TikTok\u2019s in-stream sales push is seemingly gaining some traction, it\u2019s clearly not happening fast enough, with the platform undertaking a new round of layoffs in its U.S. eCommerce division. As reported by Bloomberg, TikTok has initiated a third round of layoffs in its&#8230;<\/p>\n","protected":false},"author":1,"featured_media":14399,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/imgproxy.divecdn.com\/-OINRUG6IbeRiwA3dIFXGG-jsBZVVGgAqkQ5uDC2htg\/g:ce\/rs:fit:770:435\/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS90aWt0b2tfbG9nbzIucG5n.webp","fifu_image_alt":"","footnotes":""},"categories":[3],"tags":[1412],"class_list":["post-14398","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media","tag-tiktok"],"_links":{"self":[{"href":"https:\/\/yohrt.com\/news\/wp-json\/wp\/v2\/posts\/14398","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/yohrt.com\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/yohrt.com\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/yohrt.com\/news\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/yohrt.com\/news\/wp-json\/wp\/v2\/comments?post=14398"}],"version-history":[{"count":0,"href":"https:\/\/yohrt.com\/news\/wp-json\/wp\/v2\/posts\/14398\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/yohrt.com\/news\/wp-json\/wp\/v2\/media\/14399"}],"wp:attachment":[{"href":"https:\/\/yohrt.com\/news\/wp-json\/wp\/v2\/media?parent=14398"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/yohrt.com\/news\/wp-json\/wp\/v2\/categories?post=14398"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/yohrt.com\/news\/wp-json\/wp\/v2\/tags?post=14398"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}