TikTok Shop moves to mandatory platform-managed fulfillment
TikTok has confirmed a significant change to how orders are fulfilled on TikTok Shop in the US. Seller Shipping will be fully discontinued, with all sellers required to use TikTok Shop Logistics Services instead.
From February 25 to March 31, 2026, existing sellers must transition to TikTok-managed fulfillment options, including Fulfilled by TikTok (FBT), Upgraded TikTok Shipping, and Collections by TikTok. Any seller onboarding from February 9, 2026 will be required to use these services exclusively from day one. This removes the ability to fulfill orders via external 3PLs, Amazon MCF, or direct carrier shipping.
The move reflects TikTok’s ambition to gain full control over the customer experience. As social commerce scales, inconsistent delivery speeds, tracking issues, and complex returns quickly become growth blockers. Centralising logistics allows TikTok to offer faster, more predictable delivery while simplifying operations across a rapidly expanding seller base. Like Amazon before it, TikTok is also clearly positioning logistics as a core revenue and control layer within its commerce ecosystem.
For brands, the implications are substantial. Many large sellers on TikTok Shop do not currently use FBT and instead rely on established 3PL networks or Amazon infrastructure. Transitioning inventory, systems, and forecasting into TikTok’s logistics model introduces operational disruption, increased working capital requirements, and margin pressure. Brands already live on FBT may gain a short-term advantage, while others will need to reassess the role TikTok Shop plays within their wider channel strategy.
From a shopper perspective, the change is largely positive. Platform-managed fulfillment should lead to faster deliveries, clearer tracking, easier returns, and a more consistent post-purchase experience. The trade-off may be higher prices or reduced assortment if some brands are unable or unwilling to adapt.
While the announcement currently applies to the US, it is difficult to see this remaining a single-market policy. TikTok has already been incentivising FBT adoption in the UK and parts of Europe, and the US rollout strongly suggests a phased international expansion over time.
From what we’re seeing across the brands we work with, TikTok Shop is evolving beyond a pure discovery channel and into a more controlled commerce platform. Creative and reach still open the door, but sustained performance is increasingly shaped by operational readiness, logistics setup, and a brand’s ability to execute at scale within TikTok’s rules
