TikTok Shop’s Logistics Shake-Up Sparks Seller Backlash

Summary

TikTok Shop announced that, by March 31, it will require all U.S. sellers to use its own fulfillment network or approved third‑party integrations, ending independent seller shipping. Small and mid‑size brands like August’s founder Nadya Okamoto are exiting the platform due to higher costs, inventory lock‑in, and operational headaches, while larger brands in the “Project Horizon” program also see the mandate as a roadblock to their existing logistics models. Sellers report issues with TikTok’s Fulfilled by TikTok service, including shipping delays, inability to break case packs, and poor support, which threatens their ability to capitalize on viral demand. The episode highlights the tension between TikTok’s push for a consistent buyer experience and the flexibility that many merchants need to stay profitable.