TikTok Just Killed Organic Discovery for Sellers - What Now?

TikTok Shop has officially moved into a pay-to-play era. In its latest shift, the platform no longer boosts product listings organically. Sellers now need to run paid ads to get exposure.

What’s Changed?

In the past, sellers could rely on organic feed placements, search discoverability, and exposure via creator collaborations. Now, these require ad spend or affiliate incentives to gain traction.

Why TikTok Made the Move

The platform is focused on monetisation, aims to reduce "clutter" and low-quality listings, and wants to encourage serious sellers to invest in growth.

What You Can Do

Reallocate budget to TikTok Ads and use Smart+ campaigns to maximise efficiency. Use creators strategically through affiliate marketing and UGC to help extend reach. Focus on conversion-optimised creative, as short, shoppable videos convert better than static product pages. Finally, test, measure, and refine your strategy so every ad dollar is data-driven.

Final Thought

Organic reach is gone but opportunity isn’t. TikTok Ads, when run properly, can outperform most platforms in cost-efficiency and ROAS. The key is strategy.