Ready to make this campaign season your best yet on TikTok Shop? With the right strategies, you can increase visibility, win customer trust, and boost sales, all while staying compliant. Here’s a step-by-step guide to help your shop shine and convert every opportunity into a sale.

1. Check Your Campaign Eligibility

Before you join any TikTok Shop campaign, it’s important to make sure both your shop and your products meet TikTok Shop’s rules. This prevents disqualification or penalties and helps you maximise campaign performance.

Seller Requirements

• Store Rating Above 3.0: Your rating reflects customer satisfaction. A higher rating shows buyers your shop is trustworthy.

• Violation Points Below 36: Violation points track rule-breaking, such as counterfeit listings or policy breaches. Staying below 36 keeps your shop in good standing.

Product Requirements

• Negative Review Rate (past 30 days): Keep it below 1.5% if your product has more than 5 negative reviews. Products with fewer complaints are more likely to succeed in campaigns.

• Seller-Fault Return/Refund Rate (past 7 days): This tracks returns caused by the seller (like wrong items, damaged goods, or late shipment). Thresholds vary by category:

  • Electronics: <5%

  • Fashion / Lifestyle: <4.8%

  • Beauty, Health, Personal Care / Grocery, Pet, Mom & Babies: <4.5%
    (Only applies if there are 5 or more seller-fault returns or refunds)

Tip: If your shop is new and doesn’t yet have a Store Rating, check TikTok Shop’s “Learn More” guide for guidance on eligibility.

2. Stay Eligible for Affiliate Collaborations

Affiliate campaigns let other TikTok creators promote your products, increasing your visibility and sales. However, TikTok sets stricter rules to make sure affiliates only promote quality shops and products.

Shop Requirements

• Store Rating Above 2.5: Shows that your shop is reliable for affiliates to promote.

• No Counterfeit Violations in the Past 60 Days: Selling fake or unauthorised items disqualifies you.

• No Serious Customer Complaints or Violations: Prevents promoting shops with repeated issues.

Product Requirements

• Negative Review Rate:

  • Electronics: <1%

  • FMCG: <0.6%

  • Fashion / Lifestyle: <0.7%

• Seller-Fault Return/Refund Rate:

  • Electronics: <2%

  • FMCG: <1.5%

  • Fashion / Lifestyle: <1.8%

Meeting these thresholds ensures your products are attractive for affiliates to promote and prevents campaign disqualification.

3. List Branded Products Correctly

When selling branded products, compliance is also important. Proper listings help you avoid violations and build customer trust.

Do:

• Clearly state the brand in your product title

• Use authentic images that show the brand logo

• Keep brand name consistent across title, description, and images

• Apply for Brand Qualification before listing

• Update images if packaging changes, so buyers know what to expect

Don’t:

• Hide or blur the brand logo

• Mention other brands without permission

• Mislead buyers into thinking an unbranded item is branded
   

4. Respond to Customer Chats Quickly

Fast communication is one of the simplest ways to win more sales. TikTok Shop data shows that 1 in 4 shoppers abandon their cart when sellers don’t reply in time. Most customers just need small clarifications like color options, fit, or shipping time before deciding to buy.

Do:

• Reply within 12 hours, every day, including weekends and holidays. Quick responses make buyers feel confident and valued.

• Enable chat notifications so you never miss messages:

  • PC: Settings → Personal Settings → Message Notifications

  • App: Settings → Push Notification → Chat Notification

• Prioritise chatbot-transferred messages. These customers didn’t get their answer from the auto-response, so they’re still waiting for your help.

• Use TikTok’s built-in chat tools like automated greetings, chatbot replies, and automatic order updates to save time and maintain consistency.

5. Post Engaging, High-Quality Content

On TikTok Shop, content is the main driver of sales. The more engaging and authentic your videos are, the higher your chances of converting viewers into buyers.


 

Do:

• Stay clearly visible on camera, let shoppers see your face and how you use the product.

• Zoom in to show product details while still remaining on screen.

• Demonstrate products from multiple angles to highlight key features.

• Speak naturally and share personal experiences with the product.

• During livestreams, read and respond to comments in real time, it keeps viewers engaged.

Don’t:

• Post slideshow or looping videos of still images or GIFs, they reduce viewer trust.

• Hide behind filters, overlays, or effects that block your product.

• Stay silent or rely only on text and background music, viewers connect better with human interaction.

Pro Tip: If you need a quick break during livestreams, use the PAUSE function for up to 5 minutes. For longer breaks or after using it three times, end the session and start a new one.

6. Pack Products Securely

Nothing ruins a buyer’s excitement faster than receiving damaged or leaking products. Proper packaging not only prevents complaints and returns, it also protects your Seller-Fault Return Rate, which affects campaign eligibility and shop performance.

Packaging Tips:

• Use appropriate inner and outer packaging for all items.

• Wrap fragile products with 2–3 layers of protection such as bubble wrap.

• Tape liquid caps tightly to avoid leaks during delivery.

• Choose sturdy packaging materials, shake the box to check that nothing moves.

• Seal packages securely before shipping.

7. Handle Aftersales Smoothly

Your relationship with a buyer doesn’t end at delivery. In fact, more than half of customers won’t buy again after a poor aftersales experience. Handling returns and refunds professionally builds trust and repeat business.

Returns & Refunds Guidelines:

• Accept returns if the item is unused and in good condition.

• Reject returns for worn or unsellable items.

• If a return is auto-approved by TikTok Shop, you can still submit an appeal if you disagree.

• For high-value products, TikTok will always allow you to review return requests before approval.

Pro Tip: Keep an eye on your Seller-Fault Return/Refund Rate. Frequent seller-fault returns (due to wrong size, inaccurate listings, or poor packaging) can hurt your eligibility for campaigns and affiliate programs.

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