Tiktok continues to consolidate the control of its American electronic commerce operations under Chinese and world leadership.
In the last blow, Nico Le Bourgeois, head of American operations for Tiktok Shop, is withdrawn under Mu Qing, a former vice-president of electronic commerce for the Chinese sister application of Tiktok, Douyin, three staff members told Business Insider.
Mu Qing, who recently took control of other American central stores teams such as creative and agency partnerships, will now also supervise US operations. The bourgeois will continue to manage the work of the company with American merchants selling on the local market, but will now fall under Bob Kang, head of electronic commerce from Mu Qing, rather than bytedance.
A Tiktok spokesperson refused to comment. The bourgeois did not immediately respond to a request for comments.
The restructuring, announced to staff members in a memo note from Kang last week, is the last in a series of power changes that have shaken Tiktok’s US commercial organization.
The bourgeois joined Tiktok in 2023 after supervising the market of the Amazon seller and other retail operations. He previously supervised American operations alongside Marni Levine, a former meta-directing who left Tiktok last year. The pair was hired to replace Sandie Hawkins, the former managing director of the American electronic commerce company.
Three current employees and an old one told BI that they thought that the power of Le Bourgeois had already decreased in the organization before Reorg last week.
Managers with work experience on business commerce activities in China have taken more control in the United States, the company’s initiates said before. Some of these leaders include Mu Qing, the vice-president of Xu Luran and Sheng Zhou products, the SVP of the World Electronic Commerce Company.
The series of electronic commerce team upheavals can come from the fact that leadership has not been satisfied with the American boutique performance. Kang specifically called the country to underform, speaking in February during a business of all hands.
In March, the company distributed a series of low scores to American electronic commerce employees in annual performance journals, some receiving a choice between taking a performance improvement plan or leaving with descent.
Earlier this month, the company dismissed American electronic commerce workers focused on governance and experience, the company’s division that manages the store market for the store. The company has also restructured the governance and experience in the world, giving Chinese and Singaporean leaders greater control over the deployment of the Tiktok store in new markets like Latin America.
Tiktok’s future in the United States remains uncertain due to a 2024 law that requires Bytedance, a Chinese technology company, decide of its American application or faces a possible ban. The company previously declared that it had interviews with the American government, but discussions on a Deal are linked In a wider American trade war.
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Ashley Rodriguez contributed the reports.
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