ByteDance

Despite threats of disruption from protests, the Condé Nast union and TikTok’s legal woes, the event continued as planned with attendees dazzling in bespoke and archival ensembles.

Brands say they’re barreling ahead with marketing and commerce on the app, even as the clock starts ticking for owner ByteDance to sell it or shut it down.

The algorithms TikTok relies on for its operations are deemed core to ByteDance overall operations, which would make a sale of the app with algorithms highly unlikely.

The app, owned by TikTok parent company ByteDance, has been promising to help emerging US labels get started selling in China at the same time that TikTok stares down a ban by the US for its ties to China.

The ByteDance-owned app’s e-commerce play has been met with mixed response from users. Still, sales seem to keep ticking up.

The US House of Representatives approved a bill that could ultimately lead to a ban of the app, but its path forward remains far from certain.

The ByteDance-owned app has big ambitions to be an e-commerce player in league with Amazon with influence in fashion on par with Instagram. Now it’s facing new threats — both from outside and within.

After a lacklustre 2023, recovery may be on the horizon for established and independent lines alike.

TikTok parent company ByteDance has already proved it can build a social media platform that dictates what users will watch. Now, it’s created an app to influence what they buy.

The NFT opportunity is different in China where tech giants are building a separate blockchain infrastructure driven by a government ban on cryptocurrency.