TikTok Shop’s promise of free viral exposure is fading and the platform is shifting toward a paid ad model in 2025, according to three company partners and two TikTok staffers who spoke to Business Insider. The pivot began last year, but has picked up significantly in 2025, with TikTok now prioritizing paid promotions and offering fewer organic views, as well as reduced perks to merchants like free shipping subsidies.
When TikTok first began testing Shop in the U.S. in late 2022, it had to send free traffic to sellers in order to generate interest and prove that its platform could drive sales. However ultimately, the company wants its business to look more like that of its Chinese sister app Douyin or Amazon, which make money from ads in addition to taking a commission on product sales.
Some agency partners attribute the shift to a lot more companies competing for attention on the platform, while others say it's a sign that the platform is maturing.
A TikTok spokesperson told Business Insider that over 80% of TikTok Shop traffic is still organic, which includes traffic to merchant videos as well as influencer videos that contain shoppable links. They added:
“While paid traffic is growing, the ability to create high quality content is the most important factor driving differentiated performance among sellers. TikTok Shop works closely with sellers to support their growth, offering best practices and suggestions on content strategy to help improve quality and reach.”
We all knew this was coming, right?
We didn't call it “the golden age of TikTok selling” because it was going to last forever. First you build the platform and the audience, then you charge to reach them. It's the standard social network or marketplace playbook. In this case, TikTok is both.
Plus, with a TikTok ban looming in the U.S., there's no time like the present to flip the dial and begin focusing heavier on monetization.
All that said, even if the “golden age” is over for brands to get free organic traffic on TikTok, it's still an overall net positive for consumers that the platform exists, as competition in the space generally helps drive down the cost of advertising for merchants across all platforms.