In e-commerce, shoppers can’t touch, test, or see your products in person. So what do they depend on? Experiences from other buyers. That’s why managing your reviews strategically is a key part of running a successful TikTok Shop.

Why Ratings & Reviews Are So Important

1. They influence purchasing decisions

Before buying, customers always check what others said about the product. Reviews give them insights such as:

• Product quality

• Whether it works as described

• Suitability for their needs

• Real-life usage experience

Good reviews help customers feel confident about buying from you, reducing hesitation and boosting conversions.

2. Positive reviews build trust & encourage repeat purchases

When your listings consistently receive high ratings, they signal to new customers that:

• Your shop is reliable

• Your products are of good quality

• They can expect a smooth buying experience

This trust can translate into more sales and higher customer loyalty over time.

3. Negative reviews can affect your shop reputation

On the flip side, too many negative reviews can discourage potential customers. They may doubt your product quality or worry about receiving something different from what was advertised. Ultimately:

• Your conversion rate may drop

• Fewer customers will return

• Your Negative Review Rate (NRR) may increase, which can affect shop performance metrics

What Counts as a Negative Rating?

TikTok Shop uses a standard 5-star scale. Here’s how it works:

• 1–2 stars = Negative review

• 3 stars and above = Neutral or positive review

Only the 1–2 star ratings count toward your Negative Review Rate (NRR). Monitoring this is important because a high NRR may affect your performance standing and credibility.

When Can Customers Leave Reviews?

TikTok Shop provides several opportunities for buyers to leave feedback:

• Customers can review each specific product they purchased (not the entire order).

• They can leave a review within a set number of days after delivery.

• Buyers can also submit one follow-up review within 180 days after their first review. Note: they cannot edit or overwrite the original review.

• If a buyer filed a Return & Refund or Refund Only request, they can only review the product if they actually received it.

• Customers can choose to review anonymously.

• Reviews that violate TikTok’s Community Guidelines will be removed.

How Sellers Should Respond to Reviews

Responding to reviews, especially negative ones can help build trust and show professionalism. But there are rules to follow.

Do:

• Stay respectful, polite, and solution-focused

• Apologise when necessary

• Offer help (e.g., “Please contact us via chat so we can resolve this for you”)

Don’t:

• Share any personal information about the customer

• Use rude, aggressive, or unprofessional language

• Argue publicly in the review section

If you or a customer spot abusive behavior, you can report the review directly in the app. TikTok Shop will investigate and take action if needed.

What Happens If a Seller Breaks the Rules?

Violating TikTok Shop’s review-related guidelines may lead to enforcement actions, including:

• Warning points

• Restrictions

• More serious penalties for repeated offenses

If you believe an enforcement action was made incorrectly, you can submit an appeal through TikTok Shop Seller Center.

Strong Reviews Come From Strong Operations

Positive ratings are the result of smooth processes, accurate stock, fast shipping, and consistent customer service. When these areas are well-managed, customer satisfaction increases, and so do your chances of receiving better reviews on TikTok Shop.

To support this, many sellers rely on BigSeller, a free and highly automated e-commerce ERP built for Southeast Asia. It helps streamline order processing, prevent overselling, sync inventory in real time, and even automate review replies. With official recognition from Shopee and TikTok, BigSeller provides reliable tools that help maintain good seller performance.

If you’re looking to improve your shop reputation and manage everything more efficiently:

Try BigSeller for FREE and experience smoother operations that lead to better reviews.