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.