TikTok Uncertainty: The Good, The Bad, and What I Learned as a Business Owner

If you’re a small business owner, you’ve probably seen the headlines: President Trump and Chinese President Xi Jinping have reached a framework agreement to keep TikTok running in the U.S. The deal aims to address U.S. national security concerns while allowing TikTok to continue operating, but the details aren’t final, and uncertainty remains.

For entrepreneurs who rely on TikTok to sell products, the stakes couldn’t be higher.

Why TikTok Has Been Good for Business

TikTok has transformed the way small businesses reach customers. Unlike other platforms where big brands dominate, TikTok’s algorithm rewards creativity and engagement, giving everyday entrepreneurs a chance to shine.

Here’s why it’s been a powerful tool:

• Massive Reach: TikTok puts products in front of audiences you’d never reach on your own.
• Viral Potential: A single video can change the trajectory of your business overnight.
• Direct Conversion: TikTok Shop allows customers to buy instantly while their excitement is fresh.

I’ve seen the benefits myself.

My Black Friday Experience

Last year, I launched my products on TikTok during Black Friday. The visibility was incredible and sales came in quickly. But one single order changed everything.

A customer didn’t receive her package due to a USPS delivery issue and left a poor review. She later found the package in her mailroom and admitted it wasn’t a product issue, but TikTok wouldn’t allow her to update the review.

That one review resulted in:

• My account being hit with the maximum number of violations.
• Permanent suspension.
• Thousands of dollars withheld for six months.
• Complete loss of access to the customer base I had built.

The lesson? TikTok gave me reach and sales, but I didn’t own my customers.

Why This Matters Even More Now

With President Trump’s new framework agreement, TikTok may avoid an immediate ban, but its future still hangs in the balance. Political negotiations, shifting rules, and policy changes could all impact how businesses use the platform.

If one order could wipe out my entire account, imagine what a government ban or a sudden change in ownership rules could do.

What Business Owners Can Do

• Leverage TikTok’s Reach: Use it for awareness and virality - it’s unmatched.
• Diversify Platforms: Repurpose your content on Instagram Reels, YouTube Shorts, and Pinterest.
• Own Your Audience: Funnel customers to your website, email list, or SMS so you stay connected no matter what.
• Stay Policy-Savvy: Laws and platform rules are shifting quickly. Stay informed to protect your business.

TikTok is an incredible growth tool - but it’s also fragile. My experience showed how quickly one issue can unravel months of progress, and today’s political climate makes that risk even clearer.