GMV Max

TikTok Shop creators and brands are using AI to generate shoppable videos, threatening side hustlers who rely on manual content creation for e-commerce. AI-generated videos often underperform real influencer content but are being adopted by brands to automate marketing. Some brands, like SharkNinja, have banned AI use due to reputational risks.

TikTok is testing a managed services program in the US where it handles most Shop operations for sellers, including hiring creators, running ads, and creating content. The program requires a $10,000 fee and a 10-20% commission per sale, positioning TikTok in direct competition with its third-party partners.