In 2024, TikTok's current situation in the United States shows a positive development trend, with rapid user growth and high engagement, but it also faces severe political and legal challenges.

1. Market investment and e-commerce business growth:

TikTok plans to expand its e-commerce business in the United States tenfold in 2024, reaching $17.5 billion. This demonstrates TikTok's investment and confidence in the U.S. market.

2. User engagement:

TikTok has a large user base in the United States, and the proportion of sales in the U.S. market remains stable. Despite some challenges, the output share still holds at 15.71%.

3. Content and marketing methods:

TikTok's content ecosystem is becoming increasingly diverse and is expected to continue attracting a broader user base. Influencer marketing is experiencing huge traffic dividends in TikTok's U.S. region, and in 2024, influencer-driven sales will become even more competitive, presenting new challenges for sellers.

4. Shop and live streaming business:

TikTok Shop provides sellers in the U.S. with new sales channels. Although it is not currently the main transaction venue, it helps improve the stability of product sales. While the threshold for live streaming is relatively high, the instant conversion effect it brings is unmatched by other forms, and in 2024, the live streaming business is expected to make a qualitative leap.

5. Localization and compliant operations:

For TikTok sellers in the U.S. region, localization and compliant operations are key to long-term development in the U.S. market.

6. Market competition and challenges:

TikTok Shop faces fierce competition in the U.S. market from e-commerce giants such as Amazon, Temu, and Shein. To stand out in the competition, TikTok Shop needs to continuously optimize its service levels.

7. Policy and legal environment:

The U.S. House of Representatives has passed a bill targeting TikTok, requiring ByteDance to divest its control over TikTok within a specified period, or TikTok will be removed from app stores in the United States. This indicates that TikTok faces severe policy and legal challenges in the U.S.

8. Growth targets and expectations:

Reports indicate that TikTok Shop's target GMV in the United States for 2024 is $50 billion, suggesting that TikTok will experience even faster growth.

Therefore, overall, TikTok's current situation in the United States is a mix of opportunities and challenges. The company is seizing market opportunities by expanding its e-commerce business, strengthening its content ecosystem, and optimizing its shop and live streaming businesses, while also actively responding to policy and legal challenges in the U.S.