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The news: The TikTok mobile app returned to Apple鈥檚 and Google鈥檚 US app stores last week. US Attorney General Pam Bondi reassured smartphone platform owners that they would not be fined for hosting the app after President Donald Trump paused its scheduled ban for 75 days. The ByteDance-owned service had been removed from app stores in January to comply with the law calling for its sale or ban.

German grocery retailer Lidl launched a TikTok Shop pop-up in the UK, marking one of the first major grocery retailers to experiment with TikTok鈥檚 ecommerce capabilities.

What to look for in the TikTok ban court case: Oral arguments began yesterday in a battle that will determine TikTok鈥檚 future.

These are branching out to cover more online channels, including social marketplace platforms such as TikTok Shop. New partnerships are drawing marketplaces and social commerce closer together. Over the past year, Amazon has launched programs with Meta, Pinterest, Snap, and TikTok to integrate shoppable Amazon ads onto the social platforms.

This week, small businesses express concerns about President Trump鈥檚 policies, private label brands gain traction, and Gen Z embraces AI for shopping. Meanwhile, TikTok music influences purchases, and excessive advertising drives cart abandonment.

Over half of Gen Zers discover products primarily on TikTok and Instagram: Google鈥檚 relevance is fading as social search takes over.

Ecommerce penetration of beauty and personal care sales is rising: 41% of category sales take place on platforms like Amazon and TikTok Shop as consumers respond to virality and convenience.

TikTok, meanwhile, faces a January deadline to divest or be banned鈥攁lthough Trump has expressed a desire to 鈥渟ave 罢颈办罢辞办鈥� in a reversal of his previous stance against the platform. In the EU, the companies have been classified as very large online platforms (VLOPs), which subjects them to stricter scrutiny.

A dedicated Instagram Reels app could give Meta an edge over TikTok鈥攐r fragment its audience. If users resist another app, Instagram鈥檚 video dominance could take a hit.

Less disruptive mid-roll ads could make YouTube more competitive and potentially draw advertiser attention and prevent users from turning to other platforms, like Instagram, Facebook, and TikTok, which it currently lags behind in digital ad revenues.

The uncertain future of TikTok and the changing social media landscape has made complicated partnerships and engagement measurement in the creator economy. But creators are ready.

Amid escalating geopolitical tensions and regulatory scrutiny in the US and Western Europe, Chinese ecommerce giants are increasingly turning their focus to Asia-Pacific.

With Facebook鈥檚 ad growth slowing, Meta is paying influencers to revive the platform鈥攂ut can cash alone compete with TikTok and Instagram鈥檚 cultural dominance?

TikTok users frequent the like button鈥攖he average number of likes per post on TikTok is about 3,092, while Instagram posts receive approximately 395 likes on average, according to the study. Brands still turn to Instagram more than TikTok, posting an average of five times per week versus two times per week on TikTok, according to the study.

While many users sell products via Twitch livestreams, Amazon has yet to position the platform as a rival to other social video commerce sites like TikTok Shop.

Amazon reevaluates social commerce ambitions with Inspire shutdown: The retailer is prioritizing Rufus and shoppable partnerships with TikTok and other platforms.

Marketers should leverage Instagram and TikTok (Gen Z鈥檚 top social platforms), as well as YouTube, to identify creators that appeal best to younger audiences, engender authenticity, and align with the social values of the media buying brand. Nice-to-have device ownership is not universal.

Use TikTok as a testing ground. Even with the threat of a potential ban, TikTok remains useful both for creating content and for social listening. Insights from TikTok often translate to other platforms, helping brands fine-tune messaging and strategize new creative. 鈥淯se TikTok to discover what resonates with other platforms and people in general,鈥� Crockett said.

TikTok鈥檚 brief US shutdown rattled creators and brands: With 10% of US traffic lost and uncertainty looming, influencers are reconsidering their reliance on the platform.