TikTok has paused a plan to phase out seller-fulfilled shipping for U.S. TikTok Shop merchants, according to an email sent to sellers and reviewed by ADWEEK.

“At this time, Seller Shipping remains unchanged, and previously shared deadlines are not going into effect. In the meantime, please continue operating as usual,” the company told merchants in the email.

TikTok confirmed the contents of the communication. “Sellers have a choice of fulfillment options, including Seller Shipping, Upgraded TikTok Shipping, Collections by TikTok (CBT) or Fulfilled by TikTok (FBT),” a company spokesperson told ADWEEK.

The Original Plan

TikTok had previously moved to centralize fulfillment across its U.S. marketplace. Under the plan, which was set to begin rolling out on February 25, the platform would have phased out its Seller Shipping option and required merchants to route orders through its Fulfilled by TikTok network or its upgraded shipping program, in which TikTok controls labels and carrier selection.

Sellers raised concerns that the shift could increase costs and reduce control over the customer experience.

Ian Blair, CEO of premium laundry brand Laundry Sauce, attributed the reversal to operational complexity. “The logistics turned out to be far more complex than TikTok initially anticipated, which is why we’re seeing them course-correct. The model might work for smaller merchants, but for brands operating at real scale, it simply doesn’t make sense,” he told ADWEEK.

The pause arrives as TikTok’s U.S. business operates under oversight from Oracle, Silver Lake, and Abu Dhabi-based MGX. TikTok Shop recorded $19 billion in global quarterly sales as of Q3 2025, with U.S. sales reaching $4-4.5 billion, representing 125% quarter-over-quarter growth, according to analytics firm EchoTik. The platform has more than 171,000 small and local businesses among its active U.S. sellers.

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