TikTok initially hired many former Amazon employees to build its US e-commerce platform, TikTok Shop, but is now shifting control back to its Chinese roots, according to insiders and reports.
When TikTok launched Shop in the US in 2023, it aggressively recruited dozens of Amazon veterans to help shape its strategy. At its peak, TikTok employed about 1,700 people in Bellevue, Washington—many of whom came directly from Amazon.
Staffers said early meetings often felt like reunions of Amazon alumni, as the company closely studied Amazon’s approach to operations, product listings, and customer experience.
TikTok aimed to attract major US brands and replicate Amazon’s seamless shopping experience, seeking to tap into the country’s vast e-commerce market. However, despite early progress, TikTok’s US team struggled to meet ambitious sales goals.
ByteDance, TikTok’s Chinese parent company, gradually reduced the autonomy of US executives and replaced several with leaders experienced in running Douyin, TikTok’s wildly successful Chinese counterpart. The company’s focus shifted from following Amazon’s playbook to emphasizing strategies proven in China, such as livestream shopping.
“This constant struggle between ‘copy Amazon’ and ‘copy Douyin’” reflected a deeper challenge for TikTok Shop, according to former employees.
In 2024 and 2025, multiple leadership changes and layoffs hit the US Shop team. By mid-2025, many ex-Amazon staff had left, and new leaders based in China and Singapore took charge. TikTok Shop’s operations are increasingly managed from these locations, including expansion efforts in Latin America and Brazil.
Despite TikTok’s ongoing challenges in the US and the political pressure for it to divest from ByteDance, the company remains committed to growing its e-commerce business. ByteDance executives believe leveraging Douyin’s success overseas will pay off, though some insiders warn this risks overlooking unique aspects of the US market.
TikTok Shop’s future may depend on balancing the agility its “Always Day 1” philosophy calls for with a better understanding of regional market demands.
