TikTok’s future remains in limbo – if a deal to save it falls through, how could UK retail be impacted?

By Phoebe Hennell2025-01-16T16:39:00

While TikTok and its Chinese-based owner ByteDance has been given a stay of execution by incoming American president Donald Trump, the hugely successful social media app is still facing an uncertain future. How could a potential ban affect UK retailers and social commerce brands who have made TikTok their home?

TikTok has become an essential part of any retailer’s strategy, with users spending on average 95 minutes per day on the app and over 2.8 million customers making a purchase through TikTok shop in 2023 alone.

TikTok’s future remains in limbo – if a deal to save it falls through, how could UK retail be impacted?

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