TikTok Shop is an e-commerce feature of the video hosting service TikTok. Officially launched in September 2023,[1] the feature enables users interested in starting a business and generating income to upload their curated products on TikTok for others to discover and purchase.[2] Daily sales averaged approximately US$7 million in October 2023.[2]
In October 2019, TikTok announced its partnership with Shopify for a feature called TikTok: For Business.[3]
In November 2022, ByteDance commenced beta testing of the platform in the United Kingdom and several Southeast Asian countries. In December 2022, Amazon announced the release of Amazon Inspire, a platform resembling TikTok Shop, in a bid to compete with TikTok itself.[4]
In September 2023,[1] ByteDance announced the launch of TikTok Shop globally, which was notably influenced by the launch of Amazon Inspire.[5][6]
Seller Center
TikTok Seller Center is the backend portal used by merchants to manage their operations on TikTok Shop . It provides tools for product listing, inventory and order management, marketing campaigns, affiliate programs, and analytics. The platform is a core component of TikTok's e-commerce infrastructure, enabling businesses to sell directly through TikTok's app ecosystem.[7][8]
The Seller Center dashboard allows merchants to upload products, manage pricing, set up shipping options, handle returns, and view performance data such as impressions, conversions, and sales.[9] It also integrates with TikTok's affiliate and creator tools, enabling sellers to run campaigns with influencers and offer in-app discounts, bundles, and promotional vouchers.[10][11]
TikTok has described Seller Center as a way to give merchants “tailored, actionable guidance” to attract and convert customers.[12] Sellers are required to verify business information, comply with platform policies, and link bank accounts before going live.[13]
Criticism and challenges
TikTok Seller Center has faced scrutiny over issues such as counterfeit goods, unauthorized resellers, and evolving seller policy enforcement.[14] In 2024, some Chinese sellers publicly criticized the platform for tightening U.S. ownership rules and limiting their visibility on the marketplace.[15] There have also been concerns about low-quality or irrelevant products being algorithmically promoted to users.[16]
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