ByteDance is intensifying scrutiny on its US ecommerce team after TikTok Shop failed to meet its 2024 sales target of US$17 billion.

During a global all-hands meeting in February, ByteDance’s head of ecommerce, Bob Kang, addressed concerns about the team’s performance. This was confirmed by one attendee and three employees who heard from colleagues or a manager.

Employees suggest leadership may have underestimated differences in consumer behavior between the US and China. This has made it difficult to replicate the success of its sister app, Douyin.

To improve results, TikTok has implemented stricter workplace policies, requiring employees to work in-office five days a week.

Performance evaluations have become more stringent, with some employees receiving low scores and facing performance improvement plans (PIP) or severance.

The company is also shifting its strategy, moving away from livestream shopping toward short videos, which may better suit the US market.