What is TikTok Shop?
TikTok Shop is a new feature on the popular video sharing app that allows creators to add “Shop” tabs to their TikTok profiles and sync their product catalogs to enable viewers to shop directly within TikTok (source). It transforms the app into a marketplace where fans can discover and buy products featured in TikTok videos, LIVE streams, and ads without leaving the platform.
As of September 2022, TikTok Shop is only available in certain regions/countries like Southeast Asia and the UK. However, TikTok recently launched TikTok Shop in the US after months of testing, marking its first full ecommerce expansion in a major Western market (source). This is part of TikTok’s growing focus on ecommerce features to enable more social commerce opportunities.
With TikTok Shop, brands and influencers can directly showcase and sell products within the highly-engaging TikTok platform. Viewers interested in featured products can easily tap to explore and purchase without leaving the app. It provides a new way for TikTok creators to monetize their audience and influence.
Who can get TikTok Shop?
Currently, TikTok Shop is only available to approved creators and brands in certain regions like the United States. To gain access to TikTok Shop, sellers need to apply and be accepted into the program.
The application process involves submitting information about your business and content focus for review by TikTok. Applicants are evaluated based on criteria such as having an authentic content focus, a minimum follower count, and a catalog of quality products to promote. Specific eligibility requirements may include:
- Being a TikTok creator with at least 10,000 authentic followers
- Having an online store with quality products to showcase and sell
- Producing authentic content that aligns with TikTok’s community values
- Meeting country-specific business registration and tax requirements
If accepted into the program, TikTok Shop sellers gain the ability to tag products in their videos and drive traffic to their online storefronts. The program provides creators with another way to earn through their content while giving viewers a seamless shopping experience.
How to apply for TikTok Shop
Applying for TikTok Shop is a straightforward process that can be done directly through the TikTok Seller Center. Here are the steps to apply:
- Go to the TikTok Shop Seller Center website and click “Apply Now” https://seller-us.tiktok.com/
- Enter your TikTok username and account email address
- Provide your contact information including your name, phone number, and address
- Upload your product catalog with details like product name, description, price, shipping info, images, etc.
- Agree to TikTok’s terms of service and policies
- Submit your application
Once submitted, TikTok will review your application and may reach out with any additional questions. The review process can take 1-2 weeks. You’ll receive an email once your TikTok Shop account has been approved.
Key details needed for the application include your TikTok username, account email, contact info, and product catalog. Providing as much detail as possible about your products and business will help expedite the review process.
Linking your product catalog
To start selling products through TikTok Shop, you’ll need to connect your product catalog. TikTok Shop currently integrates with ecommerce platforms like Shopify, WooCommerce, and Sellfy.
If you use Shopify, you can link your store by going to your Shopify admin, clicking Settings > Sales channels, and selecting Link TikTok channel. Follow the prompts to connect your TikTok business account and product catalog.
For other platforms, you’ll need to first register as a TikTok partner to get API access. Then you can use the API to sync your product data with your TikTok Shop catalog.
It’s important to keep your TikTok Shop catalog updated as you add or remove products from your store. Product information like pricing, inventory, images, and descriptions should stay in sync across both platforms.
Setting up your TikTok Shop profile
Once your TikTok Shop application is approved, you can customize your TikTok Shop profile tab to showcase your brand. According to TikTok’s Seller Center guide, the profile tab is one of the main ways users will discover and browse your shop.
To set up your profile tab:
- Add your store name, description, contact info, and branded banners or graphics. These visual elements are important for making a good first impression.
- Organize your products into different categories or collections to make browsing easier. You can feature certain products or sales on the main profile tab.
- Make sure your profile photo, bio, and username also reflect your brand. This helps when users click from your profile tab to your main profile.
- Promote your TikTok Shop URL on other platforms to drive traffic. Share your profile tab link directly or via shoppable video posts.
An optimized TikTok Shop profile tab allows you to bring your brand identity into the shopping experience. Focus on visually presenting your products in an engaging way that fits the TikTok platform.
Creating shoppable video content
To drive sales through your TikTok Shop tab, you need to create engaging and informative videos that showcase your products. Some best practices for making effective shoppable videos include:
Product teasers – Give quick glimpses or highlights of your products to pique interest. Use effects, transitions, and captions to tease without giving away all the details.The key to a successful shoppable video
Demos and tutorials – Demonstrate how to use your products or highlight key features. Provide useful tips and how-tos to educate potential customers. Link to your Shop tab so viewers can easily purchase.15 TikTok Video Ideas Your Customers Will Love (2024)
Use links, captions, graphics, or on-video add-to-cart buttons to enable seamless purchasing while watching your videos. Remind viewers to check your TikTok Shop profile for the products they see.
Focus on driving traffic to your Shop tab with eye-catching videos optimized for discovery. Follow best practices for TikTok algorithms, hashtags, captions, and trends to reach new audiences.
Promoting your TikTok Shop
Once you have your TikTok Shop set up, you’ll want to start promoting it to drive traffic and sales. Here are some effective strategies for getting more eyes on your products:
Use relevant hashtags in your TikTok Shop videos and posts to make them more discoverable. Research top hashtags used in your product niche and include a mix of high-volume general tags and more targeted niche tags. For example, #fashion, #style, #ootd, #clothinghaul, etc. TikTok’s Promote tool can help identify the best hashtags to reach your target audience.
Collaborate with TikTok creators in your niche by sending them free products to feature in their videos in exchange for promoting your shop. You can also pay popular creators to make sponsored content showcasing your products. Work with influencers who authentically align with your brand and have an engaged audience overlapping with your target market.
Run sales promotions like limited-time discounts and bundle deals to incentivize purchases from your TikTok Shop. Create urgency with countdown timers. You can highlight promotions on your TikTok profile, in Shoppable videos, and through TikTok ads.
Consider advertising your TikTok Shop profile and products through TikTok’s ad platform. You can create video ads driving to your Shop profile or product pages. Target your ads based on interests, demographics, behaviors, and more to reach potential customers likely to purchase from your shop.
Managing orders and fulfillment
Once a customer purchases a product through your TikTok Shop, you will receive an order notification and will need to fulfill the order. TikTok Shop provides tools to help streamline the order management process.
As soon as an order comes in, you will receive a notification in the TikTok Shop manager app. You can view order details like the customer’s name, contact info, and shipping address. TikTok recommends shipping orders within 2 business days to provide a positive customer experience.
“All orders must be \”Shipped\” within 2 working days (a \”Shipped\” status refers to a package that has been handed over to a logistic company)” according to TikTok’s shipping guidelines (source).
To ship quickly, have your fulfillment operations and inventory management streamlined before launching your TikTok Shop. Using a third-party logistics provider can help with fast order processing and shipping.
Once an order has shipped, mark it as “Shipped” in the TikTok Shop manager and provide a tracking number. This allows customers to track their shipment. Providing fast shipping and keeping customers updated will lead to positive experiences and reviews.
The Shop Manager has tools to help you handle returns, exchanges, and other support inquiries. Provide prompt customer service via the Shop Manager messaging to resolve any issues.
Analyzing TikTok Shop Performance
TikTok provides powerful analytics within the TikTok Shop Manager to help sellers optimize their shops and content. Key metrics available include:
- Product views – See which products are getting the most visibility
- Add-to-carts – Track which products resonate with your audience
- Sales – Monitor your total sales and revenue
- Top-selling items – Identify your bestsellers
Regularly monitoring these metrics can reveal opportunities to improve your TikTok Shop. For example, consistently low add-to-cart rates for a product may indicate issues with its pricing or positioning. Analyzing your top-selling items can help you double down on what’s working by creating more content and promotion around winning products.
Third-party analytics tools like Shoplus also enable more advanced analysis of product trends, competitor benchmarking, audience demographics, content performance, and more.
Leveraging TikTok Shop analytics allows sellers to make data-driven decisions to optimize their shops, inform product selection, adjust pricing strategies, and create content that better engages their audience.
TikTok Shop Policies
TikTok has several important policies that TikTok Shop sellers must follow. These policies help ensure a safe, compliant and positive experience for shoppers. Key policies include:
- The Prohibited Products Policy outlines products that cannot be sold on TikTok Shop, such as dangerous, illegal or age-restricted items.
- The Content Policy covers requirements for product listings, including accurate titles, descriptions and images.
- TikTok’s Community Guidelines prohibit any content that is dangerous, illegal, or hateful.
Sellers should carefully review all policies and regularly audit their TikTok Shop to ensure compliance. Key best practices include:
- Accurately represent products, including size, materials, and other attributes.
- Ship orders on time with proper packaging and tracking information.
- Respond promptly and professionally to customer inquiries and issues.
- Proactively monitor listings and remove any prohibited, inaccurate or outdated products.
Following TikTok’s policies creates a positive experience that builds trust with shoppers and helps avoid account restrictions or suspensions.
