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Brands Have Hired In-House TikTok Shop Staff

Major consumer brands are shifting from agencies to dedicated internal teams to manage their TikTok Shop storefronts.

Updated on Oct. 13, 2026 in Retail

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Major consumer brands are shifting from external agencies to internal teams to manage their TikTok Shop e-commerce operations in the United States. AI Illustration. Upload story photo >

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Consumer brands are moving away from external agencies to build in-house teams for managing their TikTok Shop presence. This shift follows a period of rapid growth and increased adoption of the platform among major retailers.

Why it matters

Companies were initially skeptical of TikTok Shop and used outside agencies to navigate the platform. Growing sales figures have now encouraged brands to bring management expertise in-house to capture market share.

Bloom Nutrition has added five new staff positions specifically to handle its TikTok Shop operations. The company, which ranked No. 568 on Inc.'s 2025 list of fastest-growing companies, anticipates revenue growth of up to $400 million for the year.

The players

Bloom Nutrition

This Austin-based company specializes in health supplements and has expanded its in-house staff to support its e-commerce strategy.

Gap

This clothing retail corporation is among several major brands now recruiting internal talent to manage its TikTok Shop operations.

Estée Lauder

A prominent multinational manufacturer of skincare and beauty products that is shifting its platform management strategy in-house.

Victoria's Secret

This lingerie and beauty retailer has joined other major brands in seeking dedicated staff to oversee its presence on the video platform.

TikTok Shop

An integrated e-commerce marketplace within the TikTok app that has experienced significant sales growth in the United States.

The details

Retailers including Gap, Estée Lauder, Victoria's Secret, Mario Badescu, and Bubble Skincare have posted job openings to support their direct-to-consumer efforts on the app. This internal pivot aims to capitalize on the 120 percent surge in U.S. TikTok Shop sales recorded between 2024 and 2025.

Timeline

  1. 2024: Bloom Nutrition launched its TikTok Shop storefront.

  2. 2024-2025: U.S. TikTok Shop sales increased by 120 percent.

  3. July 2025: Bloom CEO described TikTok Shop as thriving.

  4. 2025: Bloom ranked No. 568 on the Inc. fastest-growing companies list.

Market Landscape

This transition signals a broader commitment from major retailers to integrate social media storefronts into their core business models. By moving management in-house, these corporations are positioning themselves to compete more aggressively in the rapidly expanding social commerce sector.

Customers may notice more consistent brand messaging and improved customer service interactions within the TikTok Shop platform as companies take direct control of their storefronts. This shift suggests that these brands intend to maintain a long-term presence on the app for shoppers.

The takeaway

Brands are treating social platforms as essential infrastructure rather than experimental marketing tools. Consumers should expect to see increasingly professionalized and integrated shopping experiences when purchasing directly through social media apps.

Further reading

For more on industry shifts, visit the Retail section.

Source note: This article includes information reported by Inc..

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Do you believe companies are better off managing their own social media sales in-house?