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TikTok Shop’s New Ad Policy Risks Alienating MerchantsExclusive

TikTok Shop’s New Ad Policy Risks Alienating Merchants

As TikTok readies itself for the expected sale of its U.S. business to a new venture controlled by American investors, the company is trying to boost its commerce business, TikTok Shop. But the measures it has taken risk alienating merchants who sell on the shopping service. TikTok Shop in recent weeks has begun pushing sellers to switch to a new ad-buying tool that promotes videos linking only to TikTok Shop, replacing existing ads that could link to both TikTok Shop and the merchants’...

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