The Day Finally Came. TikTok Suspended in the US, But Small Shops Continue to See Orders! Trump Publicly Supports TikTok’s Return!

 According to reports from Fast Technology, just a few hours before January 19 in the Eastern US, TikTok sent a popup notification to its 170 million American users:

TikTok Important Message:
“We regret to inform you that a ban on TikTok in the US will take effect on January 19, forcing us to temporarily cease services. We are working as quickly as possible to restore our services in the US, and we thank you for your support. Please stay tuned.”

As reported by IT Home, following TikTok’s announcement of its suspension in the US, it was discovered that other ByteDance-owned apps, including CapCut (the overseas version of Jianying), Lemon8, and others, were also taken offline simultaneously. According to previous reports, TikTok issued a statement on January 17, stating that unless the Biden administration and the US Department of Justice provide clear confirmation that the ban will not be enforced, TikTok would be forced to shut down on the 19th.

According to EchoTik, as of 9:00 AM on January 20 (Beijing time), US users were unable to use TikTok normally. Some creators didn’t even have time to back up their content and data. In response, most American users expressed great dissatisfaction, with many flocking to the entirely China-operated app “Little Red Book” (Xiaohongshu), calling themselves “TikTok Refugees” to seek freedom for creation and expression.

So, what is the current status of the social commerce TikTok has built locally? According to third-party site-wide data analysis by EchoTik, despite the impending “ban,” many local buyers were still shopping on TikTok in the final month before the shutdown. From January 1 to January 19, 2025, the GMV (Gross Merchandise Value) of TikTok in the US reached $586 million, with daily sales exceeding $30 million on average. Compared to the busy sales season in December 2024, this data shows only a slight decrease, with a less than 10% drop, indicating a growing penetration and influence of TikTok’s e-commerce in the US.

Looking at the top-selling categories, female-focused consumer goods have the highest sales on TikTok US. From January 6 to 12, skincare and beauty products, as well as women’s clothing, took the top two spots with sales of over $38 million and $22 million, respectively, accounting for more than 30% of total sales. Health-related products, such as nutritional supplements and fitness products, as well as sports and outdoor gear, also ranked among the top-selling categories. These figures reflect the local consumers’ emphasis on personal health and image. In January’s top 10 small shops, 6 were from these two categories, showing the dominance of leading shops. Halara, a Chinese brand in the sportswear sector, ranked second overall and first in the sports and outdoor category.

EchoTik’s latest category report provides a detailed analysis of sales performance across various categories. For the full report, scan the QR code or follow EchoTik’s official account and reply with the keyword “2024 report.”

Has TikTok’s sudden shutdown in the US had a significant impact on local sellers and MCNs (Multi-Channel Networks)? The answer is undoubtedly yes. However, many industry professionals have told EchoTik that their reactions were relatively calm: “After seeing the shutdown of TikTok’s Indonesian site, we had already prepared for the worst in January, so we were more cautious in stock management and business operations.” Additionally, many cross-border e-commerce sellers have learned to diversify risks by spreading their products across multiple platforms, not putting all their eggs in one basket.

Will TikTok have a chance to return to the US? Can TikTok e-commerce make a comeback? Can Trump’s presidency terminate the risks to TikTok? Currently, media opinion is leaning toward optimism. According to the latest news from Financial Associated Press, the incoming National Security Advisor, Walts, stated that Trump’s team is working with tech companies to plan TikTok’s return to the US. Trump has also posted a tweet on his social media account with the hashtag “SAVE TikTok,” publicly supporting its return.

Regardless of when TikTok “triumphantly returns,” it’s important to note that during the year TikTok Shop successfully conducted business in the US, we’ve already seen the rapid growth of interest-driven e-commerce in the country. As long as TikTok remains in the game, there’s always a chance for a comeback.