TikTok E-commerce Head for Europe Reportedly Departs

Kevin Chen, a long-time executive at ByteDance, is expected to step down from his role overseeing TikTok’s e-commerce operations in Europe and the UK. Reports from the STAR Market Daily indicate that internal leadership shifts are underway, with Song Qi slated to assume responsibility for the company's regional shopping business.

Chen joined ByteDance in 2020 after serving as an executive at the ride-hailing firm Didi. During his tenure at the social media giant, he led several key initiatives, including the Huoshan short-video platform and the news aggregator Jinri Toutiao, before moving to the e-commerce segment. His most recent scope of responsibility followed a strategic reorganization in late 2025 that consolidated oversight for the UK, Europe, and Japan markets.

The leadership change highlights ongoing adjustments within TikTok’s international retail strategy as the platform seeks to gain a firmer footing in competitive e-commerce markets. Neither ByteDance nor the involved executives have issued formal statements confirming the transition timeline.