TikTok is implementing stricter return-to-office (RTO) policies for its US e-commerce employees, mandating eight hours of daily office presence five days a week. This move has sparked mixed reactions among staff members. The company aims to enhance productivity and performance in its rapidly growing TikTok Shop division, which competes with giants like Amazon and Shopify. While some employees are surprised by the sudden change, others are concerned about the impact on work-life balance. This development comes at a challenging time for TikTok as it navigates regulatory hurdles and market competition.

In an effort to boost operational efficiency, TikTok has introduced stringent monitoring of office attendance for its US-based e-commerce team. Employees will now be required to log eight hours per day, five days a week, according to two insiders. Additionally, they must be present between 4 and 7 p.m. Pacific Time, potentially pushing East Coast workers to stay until 10 p.m. to comply. The policy seems particularly targeted at the Seattle office, where much of the e-commerce operations are based, but it affects all US e-commerce staff.

The new requirements come as TikTok seeks to solidify its position in the competitive e-commerce market. Since launching in the US in November 2023, TikTok Shop has seen significant growth, generating $100 million in sales on Black Friday alone. Despite these achievements, the company faces ongoing challenges, including low morale among employees due to the unexpected policy changes. Some speculate that the increased scrutiny may be linked to recent visits from top leadership, who might have noticed fewer people in the office.

Moreover, this shift in office policy reflects broader trends across the tech industry. Many companies are reassessing their remote and hybrid work models, with some opting for full-time office returns. Meta and Google require three days a week in the office, while firms like JPMorgan and Dell insist on five days. TikTok's decision aligns with this trend but adds unique pressures given its global operations and time zone differences.

This period marks a critical juncture for TikTok as it addresses both internal and external challenges. The company is navigating complex legal issues surrounding a divest-or-ban law, which briefly led to a temporary shutdown in January. With the deadline looming in early April, TikTok must also focus on maintaining high performance levels within its teams. The RTO mandates could be seen as part of this broader strategy to ensure continued success in a fiercely competitive market.