Some TikTok Shop sellers pull back as the platform moves to end independent shipping in the U.S.

This story was originally published on sister site, Modern Retail.

When Nadya Okamoto launched her pajama brand Matching this past summer, selling on TikTok Shop felt like an obvious choice. The platform had already played a major role in the growth of August, her period-care brand, which boasts more than 410,000 TikTok followers and has landed on the shelves of major retailers including Target, Whole Foods and H-E-B. To Okamoto, TikTok Shop seemed like an easy way to get Matching in front of customers.

Now, a major change to TikTok Shop’s shipping policy is forcing Okamoto to shift gears.

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