Social media creators and online sellers are increasingly resorting to coded language, referring to e-commerce giant Shopee as the “orange app,” to avoid potential negative consequences on platforms like TikTok and Facebook. This practice stems from a combination of explicit platform policies and a widespread belief in algorithmic penalties, often referred to as “shadowbanning.”
The primary driver behind this trend is the competitive landscape of social commerce. As platforms like TikTok invest heavily in their own e-commerce features, such as TikTok Shop, they are actively working to keep users and transactions within their ecosystem.
On TikTok, the restrictions are more explicit. The platform’s community guidelines and policies for creators, particularly those engaging in commercial content and live streaming, discourage or outright penalize the direction of traffic to external websites, especially competing e-commerce platforms. Mentioning “Shopee” or including links to the platform in captions or on-screen text can lead to reduced visibility of a creator’s content. In markets where TikTok Shop is available, the platform has a vested interest in promoting its own service over rivals.
For Facebook, the situation is more nuanced and often described by creators as “shadowbanning.” While there isn’t a clear-cut rule from Meta (Facebook’s parent company) that prohibits mentioning “Shopee,” there is a strong belief within the creator community that the platform’s algorithm demotes posts containing external links to competitor sites. The rationale is that Facebook, like TikTok, aims to maximize user time on its platform. By penalizing content that directs users away, they can maintain engagement and ad revenue.
This has led to a form of self-censorship among creators who rely on these platforms for their livelihood. To avoid their content being suppressed by the algorithm, they use veiled terms like “orange app” (referencing Shopee’s brand color) and “blue app” (for Lazada). This allows them to direct their followers to their online stores on these platforms without explicitly naming them and risking a potential decrease in reach.
In essence, while the term “shadowban” is not officially acknowledged by these platforms, the impact on creator behavior is real. The fear of suppressed reach and the desire to maintain visibility in a competitive digital landscape have given rise to this creative, albeit necessary, workaround. As social media platforms continue to evolve into integrated shopping destinations, the tension between content creation and e-commerce competition is likely to persist, making the “orange app” a fixture in the online lexicon for the foreseeable future.
Sources:
- https://ecomobi.com/tiktok-livestream-policy/
- https://seller-ph.tiktok.com/university/essay?knowledge_id=6821429094008577&article_type=agreement&default_language=en
- https://directpaynet.com/tiktok-bans-links-to-external-e-commerce-sites/
- https://transparency.meta.com/policies
- https://neilpatel.com/blog/shadow-banning/






