TikTok Shop is undergoing a major shift in 2025, moving away from free organic visibility toward a paid traffic–first business model. Sellers can no longer rely on viral traction alone—instead, TikTok now requires ad spend to reach meaningful viewership and maintain sales growth
This change has hit small businesses particularly hard, many of which came on board for TikTok’s once‑viral reach. Organic reach is now minimal unless sellers pay for boosted views, with only select categories or markets still receiving modest algorithmic support
Concurrently, multiple Reddit users report abrupt account suspensions and withheld payouts, often with little explanation—even when sellers provided documentation demonstrating compliance
TikTok has defended these changes as part of an effort to improve efficiency and platform stability, while addressing health and safety concerns by enforcing listing standards more rigorously
Action Tip: Sellers should transition to an ad-driven growth strategy, tighten listings for policy compliance, and diversify their channels to minimize risk.
