TikTok Shop Pauses U.S. Fulfillment Mandate After Seller Backlash

TikTok Shop has paused its previously announced plan to require U.S. sellers to transition into platform-controlled fulfillment, following pushback from brands concerned about shipping costs, operational control and customer experience.

In late January, sellers were informed they would need to move away from independent shipping and adopt either Fulfilled by TikTok (FBT) or an upgraded TikTok shipping model in which the platform selects logistics providers. Brands were given a February 25 deadline to begin transitioning, with full compliance expected by March 31.

Under the proposed shift, sellers would have had less control over carrier selection, packaging and fulfillment processes.

On February 17, TikTok Shop issued a letter clarifying that the change would not move forward at this time.

“At this time, Seller Shipping remains unchanged, and previously shared deadlines are not going into effect. In the meantime, please continue operating as usual. We will provide further details,” the company wrote in its communication to sellers.

The reversal comes after emerging beauty brands publicly raised concerns that the shift could impact margins, disrupt existing logistics partnerships and reduce flexibility in fulfillment operations. Some sellers indicated they were prepared to reconsider their presence on the platform if required to adopt the new structure.

Louie Aponte, Vice President of Sales at shipping company ParcelLogix, addressed the decision in a LinkedIn post following the announcement.

“Yesterday, TikTok reversed course on plans to end seller-fulfilled shipping for U.S. brands,” Aponte wrote on LinkedIn. “For now sellers can breathe, but I wouldn’t get too comfortable. TikTok will likely continue investing heavily into shipping and Fulfillment by TikTok as part of its long-term strategy.”

He added that the development serves as a reminder that platform logistics strategies can shift quickly.

While the mandate has been paused, industry observers expect TikTok Shop to continue evolving its U.S. e-commerce infrastructure as it scales.

For now, sellers will continue operating under the existing fulfillment structure.