TikTok has announced a restructuring of its US e-commerce operations, now placing head Nico Le Bourgeois under the supervision of Mu Qing, a former Douyin executive. This move signifies a shift towards consolidating control of US operations under global leadership, emphasizing the involvement of executives with experience from the Chinese market. Le Bourgeois, who had been overseeing operations since 2023, is expected to continue his role with US-based merchants, but with diminished authority following this organizational change. Observers note a trend of power shifts within TikTok's shopping division as it seeks to strengthen its marketplace strategies.
TikTok is continuing to consolidate control of its US e-commerce operations under Chinese and global leadership. In the latest move, Nico Le Bourgeois, head of US operations for TikTok Shop, is getting pulled under Mu Qing, a former e-commerce VP for TikTok's Chinese sister app, Douyin.
Le Bourgeois joined TikTok in 2023 after overseeing Amazon's seller marketplace and other retail operations. He previously oversaw US operations alongside Marni Levine, a former Meta executive who left TikTok last year.
Executives with experience working on the company's e-commerce business in China have taken more control in the US, including Mu Qing, product VP Xu Luran, and Sheng Zhou, SVP of global e-commerce.
The restructuring is the latest in a series of power shifts that have shaken up TikTok's US shopping organization, as insiders noted the diminishing power of Le Bourgeois.
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