TikTok Shop’s promise of free viral exposure is fading as the platform shifts toward a paid ad model in 2025, leaving many small businesses struggling to adapt. Once fueled by organic traffic to entice early U.S. sellers, TikTok now prioritizes paid promotions, with fewer unpaid views and reduced perks like free shipping subsidies. The change mirrors the platform’s long-term goal of mimicking Douyin or Amazon’s monetization models, but could make retention of small merchants more difficult amid economic headwinds and looming regulatory threats.
