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Sara Fischer: TikTok plots local services expansion to the U.S.

Thought Leader: Sara Fischer
March 4, 2025
Source: Axios

TikTok is eyeing an expansion of its local services business to the U.S., according to job postings and sources familiar with its plans.

Why it matters: TikTok has routinely cited its positive impact on local businesses as part of its defense for remaining available in the U.S., despite a law that requires the app to be banned unless it sells to a U.S. owner.

Catch up quick: TikTok began experimenting with local services last year in Southeast Asia.

State of play: TikTok is currently hiring for people based in Seattle, Los Angeles and New York to evaluate opportunities to connect local merchants and vendors with TikTok creators and users, according to nearly two dozen jobs posted online.

Zoom out: TikTok has been leaning further into commerce as its business reaches maturity in the U.S. and globally,

  • TikTok officially launched TikTok Shop in the U.S. in September 2023. It’s added shopping to its livestream product, boosting sales.
  • The company has projected that TikTok Live would generate $77 billion in sales revenue globally by 2027, per Bloomberg.

The big picture: While Google and Apple have brought TikTok back to their app stores, the law banning TikTok still remains and the app’s future remains uncertain.

  • Google, for example, only plans to keep TikTok available in its app store until the end of President Trump’s 75-day extension of the ban on the app, a source familiar with the company’s efforts told Axios.
  • In the interim, TikTok continues to post hundreds of new jobs in the U.S.

This article is from WWSG exclusive thought leader, Sara Fischer.

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