if TikTok is banned, how will i fill the void for my eCommerce store?

TikTok has created an atmosphere where eCommerce brands can drive viral product discovery, fuel organic growth, and convert real-time engagement into revenue.

with growing political scrutiny and potential U.S. bans looming over TikTok’s future, however, founders are left asking: if TikTok disappears, how will i fill the void?

even though TikTok’s influence is undeniable, it’s not irreplaceable. smart brands have already treated this moment as a strategic wake-up call to diversify their customer engagement channels, build platform independence, and future-proof their growth engines.

TikTok's effect on eCommerce stores

with over 1.5 billion monthly users globally and more than 136 million U.S. users as of 2025, TikTok has transformed how consumers discover and connect with brands.

• 38% of gen z shoppers say TikTok is their #1 product discovery tool

• 67% of TikTok users say the platform inspired them to shop even when they weren’t planning to

• the hashtag #TikTokMadeMeBuyIt has over 74 billion views, proof of its viral commerce power

TikTok has given a level of visibility to brands never before seen, so losing this channel will hurt eCommerce stores. the positive news is that customers have already begun migrating either back to known social channels or are exploring new ones.

this is the opportunity. now is the time for eCommerce brands to diversify and cross-promote to continue capturing real-time social commerce value.

diversify and cross-promote now

pivot with purpose. take a look at your social analytics and start defining ways to bring your TikTok audience over to them. channel stacking is a strong approach to diversification, however, it does require a significant amount of resources to resonate properly.

also keep in mind that your engagement strategy isn't stuck to merely social channels. utilize current owned channels and take a moment to explore new ways to engage your audience, especially if it adds customer touchpoints.

double down on owned channels: email, SMS, blog, and loyalty programs

if TikTok were banned tomorrow, would you still have a way to reach your most loyal customers? if the answer isn’t a confident “yes,” it’s time to start building your list.

email marketing remains one of the highest return on investment (roi) channels in eCommerce, delivering $36 for every $1 spent. an often "set it and forget it" channel, email personalization has been found to increase revenue substantially, leading to increased lifetime value.

SMS campaigns are not just about text messages. it's about staying top of mind with your customers as they journey across other marketing channels. in fact, businesses that use SMS marketing are 5.89 times more likely to report digital marketing success than those that don't. SMS also has a 98% open rate, all but guaranteeing visibility for your brand.

blog opportunities must extend past posts and articles. utilize engaging short-form video content, encourage user-generated content, create immersive storytelling opportunities about your brand, and more. use your blog to understand how your customers think and tie those insights into your campaigns.

loyalty programs are a way to tie all of your channels together and encourage cross-promotion. your loyalty program should encourage customers to interact with your other owned channels for deeper audience connection.

encourage your current audiences on each channel to start engaging on others. it's important not only for continued social proof, but also for increasing customer lifetime value and loyalty longevity.

expand to YouTube shorts & Instagram reels

you've probably repurposed your short-form video content from TikTok to YouTube, Instagram, Facebook, and even Pinterest, but have you emphasized monetizing them?

social commerce, or live retail, can be achieved across platforms and is seeing rapid growth. this isn't necessarily just a store on a social platform, but rather taking the viewer from discovery through purchase in one live session. you can also use social media video content to drive the same results while tagging your eCommerce store's product, taking the viewer from social to purchase and back again.

get creative with Pinterest

Pinterest is having a moment, and it’s not just for DIY anymore. as of 2024, Pinterest has over 465 million active users, and 80% of weekly users have discovered a new brand or product there.

unlike TikTok, Pinterest's content has a longer shelf life, with pins continuing to drive traffic for weeks, even months.

channel stack inspiration: what smart brands are doing

• Glossier cross-promotes all their social channels within email newsletters and links them to product drops.

• Doe Lashes uses Instagram Reels + email to generate massive launch anticipation—repurposing TikTok-style storytelling without relying solely on TikTok itself.

• Oodie leverages YouTube shorts and SMS to build hype before flash sales, ensuring they control the conversion path regardless of platform status.

we don’t know exactly what will happen with TikTok. it may face restrictions, get acquired, or continue business as usual, but eCommerce founders shouldn’t wait for headlines to make moves.

instead, future-proof your brand by building a customer journey that doesn’t depend on any single platform. diversify where you connect, double down on where you convert, and most importantly, own your audience.

brainstorm ways to round out your customer engagement strategy at eCommerce Carnival 2026

32% of brands are confident of their marketing spend. are you a part of the 68%?

eCommerce Carnival is a community of workshops designed to give attendees the skills to scale their e-commerce brands. with 30+ hands-on workshops, attendees will walk away with tangible skills they can implement for their eCommerce stores.

brainstorm ways to round out your customer engagement strategy with other eCommerce founders plus other critical skills to scale, april 3-5, 2026 at eCommerce Carnival.

about eCommerce Carnival 2026

energizing growth begins here. at eCommerce Carnival, founders, owners, and directors of eCommerce brands transform ideas into actionable insights to catapult their businesses. eCommerce Carnival will be occurring april 3-5, 2026 in santa monica, California.

for more details click here.