TikTok enters its efficiency era

Tech Insider : Business, Travel
TikTok logo on a building.

ROBYN BECK/AFP via Getty Images.

  • TikTok is laying off staff and instituting cost-saving measures as part of an efficiency push.
  • Many of the cuts have focused on its US e-commerce team.
  • TikTok Shop sales have slumped in the US this year amid tariffs and other uncertainty.

Belt-tightening is underway at TikTok.

TikTok's plan to bring social shopping to the US is really starting to pay off

Tech Insider : Business
A TikTok Shop logo.
TikTok Shop crossed $100 million in US sales on Black Friday.

Dan Whateley/Business Insider.

TikTok Shop's Black Friday drove $100 million in US sales and users viewed over 30,000 livestreams

Tech Insider : Business
A TikTok Shop host sells to the app's users during a livestream.
A TikTok Shop host sells to the app's users during a livestream.

Amanda Perelli/Business Insider.

TikTok is starting to help creators manufacture their own products

Tech Insider
Shop is a major focus at TikTok as the company looks to compete in social commerce.
Shopping is a major focus at TikTok as the company looks to compete in social commerce.

Craig Barritt/Getty Images for TikTok.

At TikTok's first big e-commerce summit, it doubled down on live shopping and learnings from China

Tech Insider
A woman being filmed on a set with beauty products laid out in front of her on a table. She's holding up a product and talking to the camera.
TikTok has become an important live-selling tool in parts of Asia.

Ezra Acayan/Getty Images.

Beauty YouTube creators turned TikTok into QVC

Tech Insider
Tati Westbrook and Jeffree Star on top of a Tiktok themed background.

Jason Koerner/Getty Images; Rodin Eckenroth/FilmMagic; Chelsea Jia Feng/BI

TikTok is about to become even bigger and more powerful

Tech Insider
TikTok is for millennials now
More millennials are on TikTok. If the app survives the US ban, its cultural significance will only grow.

Prostock-Studio/Getty Images, Tiktok, Abanti Chowdhury/BI

Gen Zers say they're hooked on fast fashion, but regret their Shein hauls when the 'high' wears off

Tech Insider : Economy
Young woman opening a parcel
The "high" Gen Zers experience from Shein hauls doesn't last long (stock photo).

xijian/Getty Images

TikTok has become a pseudo-shopping channel, and Gen Z has had enough

Tech Insider : Economy
Smiling female influencer presenting foundation while filming make-up tutorial at home workshop - stock photo
An influencer promoting makeup (stock photo).

Westend61/Getty Images

Maybe you hate TikTok shopping posts. Most people don't care.

Tech Insider
A stock photo showing a woman selling something on a tiktok post
TikTok has been pushing its shopping posts. A survey indicates most users don't mind them.

Getty/ChayTee

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