TikTok Is Restricting Off-Platform Selling

TikTok’s March update tightening restrictions on off-platform selling marks a clear shift toward a fully closed commerce ecosystem. Brands are now increasingly limited in their ability to direct users to external websites, landing pages, or alternative checkout flows, with the platform actively prioritising in-app transactions through TikTok Shop.

This means that content designed to drive traffic elsewhere may see reduced reach or performance, as TikTok aligns both its algorithm and policies around keeping users within its own environment. For brands, this fundamentally changes the role of TikTok from a top-of-funnel traffic driver to a conversion-first channel requiring a rethink of how they structure funnels, measure performance, and allocate budget.