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TikTok Shop Selling in 2025: What Sellers Need to Know


As someone whose small business grew dramatically on TikTok throughout 2024, I can say first hand: things have changed—fast. In the early days of TikTok Shop, the reach was phenomenal. I could post a short video showing one of our 3D printed fidget toys or dice towers and see thousands—sometimes millions—of views without spending a penny on ads. That level of visibility felt almost too good to be true. Turns out, it was.

An angled photo of the TikTok app open on a desktop

Over the last six months, we’ve seen a sharp drop in organic views. Content that used to pop off overnight now struggles to break a few hundred views without a boost. And after reading this recent article from Business Insider, it’s clear why: TikTok has pulled back on the free traffic it was once pumping into its Shop feature.


TikTok Shop’s Free Ride Is Ending


If you’re just joining TikTok Shop in 2025, you might be wondering why so many sellers talk about "the good old days" of viral growth. It’s because TikTok used to heavily support sellers with algorithmic exposure. I watched other creators go viral with things like freeze-dried sweets, niche apparel, and handmade gifts—all without ad spend.


That strategy helped TikTok Shop scale rapidly in 2024. But now, like most platforms do once they’ve attracted enough merchants, TikTok is pivoting towards monetisation. The era of free exposure is quickly being replaced with a pay-to-play model.

What’s Changing for TikTok Shop Selling in 2025


Here’s what we and many others in the community are seeing:

  • Massive view drop: Organic traffic has tanked. Sellers like myself who once saw tens of thousands of impressions per video now struggle to break through unless we run ads.

  • Shipping perks are ending: TikTok is reportedly scaling back free shipping subsidies and platform incentives.

  • Pressure to advertise: The only way to consistently get visibility now is through TikTok’s ad system—which can be effective but requires budget and testing.

  • Limited access to boosted traffic: There are still growth opportunities in regions like Mexico and Brazil, but if you're based in the US or UK, the traffic faucet is turning off.


What This Means for Businesses Like Mine


This isn’t the end of TikTok Shop—but it’s definitely the end of how we used to use it. Like many small sellers, I’ve had to pivot. That means rethinking our entire TikTok Shop selling in 2025 strategy. That means:


  • Factoring ad spend into every product launch

  • Getting smarter about video content strategy

  • Diversifying to other platforms like Instagram Reels or Pinterest to build broader visibility

  • Owning our audience through email and direct website traffic (we use this one)


We’re also now more focused on creating evergreen content that supports long-term engagement and building community outside of TikTok alone.


A mobile phone on a table with the Tiktok App open

Don’t Panic—Adapt


If you’re new to selling or you’re feeling disheartened by the view drops, I get it. But here’s the thing: platforms change. The TikTok Shop model isn’t “dead”—it’s just evolving. And while organic reach isn’t what it used to be, TikTok still has a huge audience and remains a powerful discovery engine.


Just know that success in 2025 and beyond means adjusting expectations. Treat TikTok like a marketplace that requires investment. Stay agile. Test regularly. Track your ROI. And most importantly, don’t build your whole business on rented land—use it to drive people to places you own.




Have you noticed the same decline in reach on your TikTok Shop? Let’s talk about it. Drop a comment or hit me up on Instagram.

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