TikTok Shop in the US has announced an adjustment to its previously announced policy of terminating seller-fulfilled delivery, and notified merchants via email that the deadline for ending the self-fulfillment model will no longer be in effect. This means that merchants can continue to choose from various fulfillment options, such as self-fulfillment, platform-upgraded logistics services, CBT (Consumer-Bound), or FBT (Fulfilled-Bound), depending on their own circumstances. The requirement to completely terminate the self-fulfillment model for US and cross-border sellers by February 25, 2026, has been temporarily suspended.
Previously, foreign media and brands reported that the platform's planned mandatory implementation of new logistics rules would lead to increased fulfillment costs, decreased profit margins, and impacted promotional discounts, prompting some brands to consider scaling back operations or leaving the platform. Furthermore, switching to logistics methods like FBT requires a lengthy preparation time, and the short window between policy notification and implementation presents practical difficulties. Analysts believe that the policy's postponement is likely a result of the platform considering seller experience, actual feedback, and the challenges and time constraints of implementation.
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