TikTok Shop Pushes GMV Max Ads, Risking Merchant Backlash

TikTok Shop is steering sellers to its new GMV Max ad tool that links only to TikTok Shop and, for major promos, requires participation, replacing campaigns that could drive traffic to merchants’ own sites. Brands say the shift withholds customer data, reduces control, auto-enrolls higher budgets, and has hurt sales by boosting only a small set of creator videos while taking weeks to pick winners. The policy comes as TikTok targets U.S. commerce growth amid ownership uncertainty and recent import-duty changes.