March 25, 2025 – TikTok, one of the world’s leading short-form video platforms, is restructuring its global e-commerce team outside of China. The company plans to lay off a number of employees in various countries, including the United Kingdom and the United States, to align with a new strategy focusing on key growth markets such as Indonesia and the UK.
This shift is part of a broader effort to streamline operations and reduce costs. Redundant departments, including regional logistics and supply chain teams, will be merged or dissolved. Additionally, TikTok plans to scale down warehouse operations outside of China along with the related staff.
Despite the layoffs, TikTok has reaffirmed that e-commerce remains one of its core global strategies, especially in Southeast Asia — a region experiencing rapid growth. In the past year alone, TikTok Shop generated over USD 20 billion in sales, and the company continues to invest heavily in Indonesia and Thailand.
Analysis for Thai Businesses
TikTok’s recent move reflects a shift in focus by global digital platforms, prioritizing high-potential markets over broad-based expansion. This presents a significant opportunity for Thai entrepreneurs — especially online sellers and exporters — to tap into TikTok Shop as a direct channel to new and emerging markets.
The Asian – International Trade and Investment Association (AITIA) will continue to monitor the developments of global digital platforms closely and is committed to empowering Thai businesses to adopt digital tools to expand regionally and internationally.
Source: Blognone – “TikTok to lay off global e-commerce staff outside China as part of cost-cutting and strategic refocus”
Published on March 25, 2025
https://www.blognone.com/node/145464
