TikTok is chopping extra staff from its US e-commerce division, TikTok Store, the third spherical of layoffs for that group since April.
“Because the TikTok Store enterprise evolves, we commonly assessment our operations to make sure long-term success,” a spokesperson for the video-sharing app stated in an announcement Wednesday. “We’ve made the troublesome resolution to regulate elements of our group to higher align with strategic priorities.” TikTok didn’t reply to the query of how many individuals are being reduce.
TikTok Store’s US operations have undergone a collection of modifications prior to now few months following a 12 months through which the division fell wanting inner gross sales targets. TikTok Store eradicated some jobs in April and enacted a second spherical of cuts in Might, Bloomberg beforehand reported.
The group has additionally been changing US-hired employees close to Seattle with managers linked to China — an effort to copy the e-commerce success that mum or dad firm ByteDance Ltd. has had in Asia.
Regardless of the modifications, TikTok Store has been the social media app’s fastest-growing enterprise, and a serious focus for ByteDance globally. Final 12 months, TikTok Store opened in 5 new nations in Europe, together with Germany and Spain.
TikTok’s US future stays in limbo as the corporate faces a possible ban over nationwide safety considerations. Underneath a US legislation handed in 2024, Beijing-based ByteDance is required to divest TikTok to keep away from being banned within the nation. President Donald Trump, who has prolonged the deadline for a divestment to mid-September, has stated he has a purchaser lined up for the app, and simply wants approval from the Chinese language authorities for the sale.
