The once looming "sword of Damocles" over cross-border e-commerce sellers—the potential TikTok ban—appears to be gradually receding. During September 2025 talks in Madrid, the US and China reached preliminary consensus on trade issues including TikTok, bringing a ray of hope to the cross-border e-commerce industry. This development suggests reduced uncertainty for sellers and the potential emergence of a more stable, predictable operational environment.
Progress on TikTok in US-China Talks
The bilateral discussions featured candid and in-depth exchanges regarding TikTok and other trade matters. China's Ministry of Commerce confirmed both parties established a basic framework agreement aimed at cooperatively addressing challenges posed by the TikTok ban threat while promoting bilateral investment and trade cooperation. This development serves as a significant confidence boost for cross-border e-commerce merchants.
TikTok: A Vital Growth Engine for Cross-Border Commerce
TikTok has evolved beyond a simple social platform into a crucial marketing and sales channel for cross-border businesses. Its massive user base, rapid content dissemination, and strong interactive features make it an ideal platform for brand promotion, product showcases, and customer conversion. However, the previous threat of a ban forced many platform-dependent sellers to operate cautiously, requiring strategic adjustments and contingency planning.
Reduced Policy Risk Restores Seller Confidence
The progress in bilateral talks indicates positive momentum for resolving TikTok-related issues. With diminished policy uncertainty, cross-border sellers can refocus on business growth with greater confidence, developing more long-term strategic plans. The reduced threat of abrupt policy changes allows merchants to concentrate on product quality improvement, operational efficiency, and market expansion.
Operational Challenges Addressed
From a merchant perspective, the consensus on TikTok extends beyond policy benefits to practical operational improvements. Cross-border sellers frequently face challenges including order volatility, advertising complexity, and influencer management on TikTok—issues exacerbated by the potential ban. With the diplomatic progress, businesses can now prioritize expansion through TikTok livestreams and short videos to effectively drive international sales.
ERP Solutions for Seizing Opportunities
In this evolving landscape, cross-border sellers increasingly require specialized tools to enhance efficiency and reduce costs. Comprehensive e-commerce ERP systems provide critical support for navigating TikTok's ecosystem:
- Order Management: Automated synchronization of TikTok orders streamlines fulfillment processes with real-time inventory tracking to prevent overselling.
- Advertising: Budget management and performance analytics enable data-driven optimization to improve conversion rates.
- Influencer Collaboration: Centralized coordination tools improve communication efficiency with content creators to maximize campaign effectiveness.
- Financial Reporting: Integrated data analysis provides clear profit visibility for informed decision-making.
Conclusion
The diplomatic progress on TikTok issues has significantly reduced uncertainty for cross-border commerce. Merchants should leverage this opportunity to strengthen their TikTok presence while utilizing specialized management systems to handle orders, advertising, partnerships, and finances efficiently. The industry appears poised for a period of more stable and sustainable growth.