Let me start this article by looking back at an event that, if you ask me, was about as necessary as a seatbelt on a rocking chair. Whoever supported the idea must have had valid reasons, or it was just politics at play. Either way, it affected all of us, especially small online sellers.
So, back in January 2025, the US government officially banned TikTok. You probably woke up one morning, tried to open the app, and instead of your usual For You Page, you were met with an awkward apology from TikTok for being unavailable.
National security concerns. That was the reason our lawmakers gave us. They were worried that ByteDance, TikTok’s Chinese parent company, could let the Chinese government access American user data or even manipulate the content we see.
They gave ByteDance an ultimatum: Sell TikTok to a US-based company by January 19, 2025, or say goodbye to the platform in the US. When that deadline hit, TikTok vanished from app stores, and millions of users were left scrambling for alternatives.
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TikTok’s temporary ban proved that relying on a single platform is risky, making diversification essential for business survival.
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Businesses that had backup strategies, like Glow Recipe, thrived during the ban by leveraging multiple sales channels such as Instagram, YouTube, and Shopify.
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Despite a 34% decline in engagement, TikTok still outperforms Facebook and Instagram, making TikTok Shop one of the best platforms for selling right now.
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Launching a store on TikTok now presents a golden opportunity, as businesses that move quickly can benefit from lower ad costs and increased engagement.
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The smartest entrepreneurs don’t just jump on trends—they prepare for uncertainty by building email lists, owning websites, and repurposing content across multiple platforms.
For online businesses like mine, it was even worse. I know sellers who built their entire marketing strategy around TikTok, using it to drive traffic, grow their brand, and—let’s be real—make money. With the app gone, they suddenly had to pivot, throwing ad dollars at Instagram Reels and YouTube Shorts, hoping they could recapture the magic.
Content creators? Same boat. Many lost their primary source of income overnight, their partnerships and sponsorships drying up as brands hesitated to invest in platforms without TikTok’s reach.
Honestly, many of us saw the ban coming. I mean, why would I sell a company I worked so hard to build, one with the potential to rival top tech giants like Meta and Google, just because some government says so?
Yes, the US market is huge, but it’s not the only market out there. Once TikTok reaches every country on the planet, the US market will become insignificant. So, I’d make the same call and ignore that ultimatum. Plus, it’s not like the 135 million TikTok users in the US wouldn’t be furious at whoever came up with this idea and those who backed it.
Then, out of nowhere, the twist we’ve all been hoping for happened – TikTok comeback. Former President Donald Trump (yeah, he was back) issued an executive order giving TikTok a 90-day extension to sort things out. That meant the app was back—at least for a while—while negotiations took place.
It was a chaotic, frustrating, and eye-opening moment that showed just how much we all relied on TikTok, not just for entertainment but for business, marketing, and connection. Now that it’s back, the big question is, how do we make sure we’re ready for whatever comes next?
I have an existing TikTok shop. What should I do now?
First of all, take a deep breath. TikTok is back, but that doesn’t mean you should just go back to business as usual without a solid plan. If the last few months taught us anything, it’s that platforms can disappear overnight, and we need to be prepared for anything.
The first thing you should do right now is to diversify your channel. This is the most effective way to secure your business, maximize your sales, and future-proof your brand in case history repeats itself.
If you’ve been running your entire ecommerce business through TikTok Shop, now is the time to expand. Yes, TikTok is a powerful platform, but relying solely on it is like putting all your eggs in a basket that could get taken away again.
Brands that thrived despite the TikTok ban were the ones that had backup plans. Take Glow Recipe, a beauty brand that gained massive traction through TikTok but had a solid presence on Instagram, YouTube, and its own website. When TikTok disappeared, they still had a way to reach customers.
Start by setting up shop on Shopify, Amazon, or even Etsy (if you sell handmade or niche products). Omnichannel selling is the future, and research backs this up. According to a study by Harvard Business Review, omnichannel customers spend 10% more online and 4% more in-store compared to single-channel shoppers.
Next, rebuild your audience off TikTok. If TikTok’s temporary ban taught us anything, it’s that businesses that don’t own their audience are vulnerable. Your followers on TikTok aren’t truly yours—they belong to the platform. That’s why you need to create a direct line of communication with your customers.
Start an email list—this is what successful businesses do. Offer an exclusive discount or freebie in exchange for signing up. Launching a private community also helps. Facebook groups, Discord servers, and Telegram channels are great ways to stay connected.
Build your own website and drive traffic to it. Have you noticed that 99% of successful business owners have their own website? Not only does it boost their credibility as a brand, but it also allows them to keep all their earnings. Use TikTok videos to direct people to a landing page where they can sign up or browse your products.
OR, you could double down on TikTok while it’s hot. Since TikTok’s return, engagement has surged, and businesses that take advantage now can benefit from the increased attention. In a way, TikTok’s ban created pent-up demand, meaning that users are now more active than before.
Do what successful sellers, advertisers, and affiliate marketers do. Start running TikTok ads ASAP. With businesses scrambling to restart their campaigns, TikTok’s ad prices could be lower than before. Take advantage of this.
Jump on trends faster. Viral content can drive massive traffic, and with TikTok’s algorithm pushing fresh content, now is the perfect time to go all in.
You may also consider partnering with creators again. Many influencers lost sponsorships when TikTok was banned, meaning they may be more willing to work at competitive rates right now.
I was about to set up a store when the TikTok ban happened. What should I do now?
If you haven’t set up a TikTok Shop or you’re not a TikTok seller yet, now is the perfect time—but do it wisely. Take a more resilient approach that won’t leave you dried up if history repeats itself.
Think of it this way—when a popular restaurant temporarily closes due to renovations, what happens the moment it reopens? People flock to it, eager to get back in. That’s exactly what’s happening with Tik Tok. User engagement is spiking, businesses are rushing to restart their ads, and creators are back in full force.
In fact, historically, platforms that survive bans or restrictions tend to come back even stronger. Take Huawei, which faced US sanctions in 2019. Instead of collapsing, the brand pivoted, invested in its own ecosystem, and saw record-breaking sales in China.
TikTok could follow a similar path—whether through a U.S. acquisition, new security measures, or sheer global expansion.
The demand for TikTok content and shopping is higher than ever, meaning this is actually the perfect time to launch your store. You’ll face less competition from sellers who gave up and reap the benefits of TikTok’s renewed push for business features.
That said, don’t put all your energy into TikTok alone. We’ve just witnessed how a ban can erase a platform overnight, so you need to build a safety net from the start. Smart businesses don’t rely on a single platform—they create a multi-channel strategy that keeps them selling no matter what happens.
An article by McKinsey & Company titled The Multiplier Effect: How B2B Winners Grow highlights that B2B companies employing multiple modern sales and marketing tactics, including omnichannel strategies, are twice as likely to see more than 10% market share growth compared to those focusing on just one tactic.
Another thing to consider is taking advantage of TikTok’s business momentum. If you haven’t noticed yet, TikTok is aggressively pushing its Shop feature, meaning sellers like you get premium exposure.
Although recent reports indicate that TikTok’s engagement rates have dropped by 34%, it still outperforms Facebook and Instagram in this area. In other words, TikTok Shop remains one of the best platforms for selling right now.
So, go to TikTok Studio and launch your store ASAP. The sooner you start, the more momentum you’ll build. Invest in TikTok ads while costs are still low. Many businesses paused their ads during the ban, so competition is lighter than before.
Don’t forget to jump on trends quickly. Viral content can skyrocket your visibility, and TikTok’s algorithm rewards those who act fast.
To safeguard your online business, follow the same advice I gave to existing TikTok Shop owners. Start collecting emails from day one. Your TikTok followers don’t truly belong to you, but an email list does. Offer exclusive discounts in exchange for sign-ups.
Set up a website, even if it’s basic. It gives you a direct sales channel, builds credibility, and future-proofs your business.
Finally, repurpose your TikTok content on other platforms. Instagram Reels, YouTube Shorts, and Pinterest Video Pins all attract similar audiences. If TikTok ever disappears again, you’ll still have your content and followers elsewhere.
The Wake-Up Call We Never Knew We Needed
TikTok’s comeback is great news for businesses, but let’s not forget the lesson here: platforms can change, disappear, or get restricted at any time. The smartest entrepreneurs are the ones who jump on trends and prepare for what’s next.
So yes, keep using TikTok to drive sales, but make sure your business is strong enough to survive without it. Because if the past year has taught us anything, it’s that nothing stays the same forever in the digital world.
