For thousands of U.S. small business owners, TikTok has become more than a platform for dance challenges – it's a lifeline connecting them to global audiences. From artisan soap makers in Oregon to sustainable fashion startups in Texas, entrepreneurs credit the app's algorithm with driving explosive growth, with some reporting 300% sales increases after viral videos.
But looming U.S.-China negotiations over data security and platform ownership have created what Brooklyn-based bakery owner Maria Chen calls 'a sword of Damocles.' 'My entire customer base came through TikTok Shop,' Chen told KhabarAsia. 'If it disappears, I lose my roadmap to expansion.'
The platform's unique discovery engine – which prioritizes content over follower counts – has enabled niche Asian-inspired products to find devoted audiences. Analysts note TikTok drives 15% of U.S. social commerce, with cross-border sales particularly reliant on its recommendation system.
While alternatives like Instagram Reels exist, business owners argue no platform replicates TikTok's cultural zeitgeist. As negotiations continue, many are diversifying sales channels while hoping the digital ecosystem they helped build remains intact.
