CJ Logistics Joins Fulfillment by TikTok (FBT) — But Whose Side Is TikTok Really On?
TikTok Shop, the e-commerce arm of the short-form video platform, is rapidly expanding its influence across global markets. In Korea, that expansion is sparking a new kind of competition—not just among brands, but among logistics providers.
With TikTok’s FBT (Fulfilled by TikTok) model gaining traction, major players like CJ Logistics, Hanjin, and startups like TechTaka are vying for the role of TikTok’s go-to fulfillment partner.
A recent joint seminar held by CJ Logistics and TikTok Korea has set the tone for this new logistics battleground. But here’s the real question: Is TikTok actually choosing sides—or is it fueling the competition on purpose?
Supply Chain Strategy Briefing
STREAMLINE: CJ Logistics Joins Fulfillment by TikTok (FBT) — But Whose Side Is TikTok Really On?
(June 21, 2025)
❶ Point of View | The FBT Era Sparks a Fulfillment Race
On June 17, CJ Logistics and TikTok Korea co-hosted a seminar titled “TikTok Shop Expansion Roadmap: Entering Southeast Asia and Japan.”
Joined by key ecosystem partners—including short-form ad agency witU, payment service Payoneer, and a Hong Kong legal advisory firm—the event was more than just informative. It was CJ Logistics' public declaration to become TikTok’s preferred fulfillment partner in Asia.
TikTok, which operates FBT warehouses in the U.S. and Southeast Asia, does not directly run its logistics. Instead, it partners with service providers.
In Korea, this has led to a three-way contest between CJ Logistics, Hanjin (a long-time TikTok collaborator), and agile tech-driven startups like TechTaka.
❷ Inside the Move | CJ Logistics' 3-Tier Fulfillment Strategy for TikTok Shop
CJ Logistics unveiled a tailored three-step logistics model designed for Korean sellers expanding to Southeast Asia and Japan. Here’s a breakdown:
| Tier | Fulfillment Type | Delivery Time (Est.) | Key Features | Ideal For |
|---|---|---|---|---|
| Tier 1 | Direct from Korea | 5–8 days | No need to split inventory; shipped via Hong Kong hub | Early-stage CBEC sellers |
| Tier 2 | Pre-stocked in Hong Kong | 4–5 days | Faster turnaround with FTZ benefits | Brands with existing recognition |
| Tier 3 | Local Fulfillment in SEA | Within 2 days | Fastest option; includes CS & returns handling | Sellers prioritizing speed and service |
All three models are operated by CJ’s own workforce in overseas hubs and supported by their in-house logistics system.
❸ Business Playbook | The 3 Strategic Advantages CJ Is Betting On
CJ Logistics promoted three key strengths that differentiate their FBT solution:
-. Global On-Time Network
472 global hubs in 44 countries
Hong Kong hub for SEA; six bases in Japan via Yamato & Sagawa
-. Integrated Logistics System (EG-FLEXs)
Combines order management (OM) + warehouse management (WMS)
TikTok API integration enables seamless order processing and visibility
Unified inventory across domestic and overseas platforms
-. TikTok-Specific Services
Supports event promotions and safety stock management
Custom bundle packaging, labeling, and marketing-ready prep
On-site staffing operated directly by CJ Logistics for quality control
❹ Market Impact | The Logistics Behind Round Lab's TikTok Success
One highlight of the seminar was the case study from K-beauty brand Round Lab.
Despite an initially bumpy U.S. launch—where fulfillment delays led to platform penalties—Round Lab ultimately optimized its operations by partnering with CJ Logistics.
With a refined fulfillment strategy, the brand expanded from TikTok Shop into Amazon and Target, achieving over KRW 1 billion in monthly sales.
The turning point? Realizing that great content alone isn’t enough—logistics is the make-or-break factor for e-commerce success.
“You can go viral, but if you can’t deliver, you lose the sale.”
❺ Competitor Matrix | The Key Players in TikTok’s Fulfillment Ecosystem
| Company | TikTok Integration | Strategy Highlights |
|---|---|---|
| CJ Logistics | ✅ Full API Integration | 3-tier fulfillment, value-added services |
| Hanjin | ✅ Partial Integration | 'OneClick' global D2C solution |
| TechTaka | ✅ Argo API Link | Agile, tech-driven fulfillment startup |
| Shippob (U.S.) | ✅ | North American TikTok FBT partner |
| Newegg (U.S.) | ✅ | Specialized in electronics fulfillment |
❻ Beyond the Numbers | TikTok Has No Favorite—And That’s the Point
TikTok doesn’t offer exclusivity.
Instead, it opens up integration and lets sellers choose their logistics partners. This fuels innovation and service competition inside the TikTok Shop ecosystem.
According to a TikTok Korea rep:
“We’re a platform for both users and service providers. The more options our sellers have, the more the entire ecosystem thrives.”
This explains why TikTok can appear on stage with both Hanjin and CJ Logistics within months of each other. The goal isn’t loyalty. It’s scale and diversity.
❼ Summary Insight | Why Building FBT Experience Now Will Pay Off
TikTok is platform-first—partnerships are open, not exclusive
CJ Logistics is positioning early with a 3-tier model and integrated systems
Round Lab’s growth proves logistics can make or break cross-border D2C
Brands must optimize not just front-end marketing, but back-end delivery
In the age of TikTok Shop, FBT experience is tomorrow’s competitive edge
신승윤
© 2025 BEYONDX. All rights reserved.
This is part of the STREAMLINE: Beyond Logistics Playbook by BEYONDX series.
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