What Not to Do as a Tiktok Shop Seller

Table of Contents

Get the latest e-commerce industry news, best practices, and product updates!

Reading Time: 23 minutes

Since its launch in 2021, the Tiktok Shop has proven to be a formidable platform for online sellers to start or expand their businesses. Who would have ever thought that the power of social media entertainment and e-commerce can be combined to offer more opportunities for aspiring business owners to promote products and actually do order management, and fulfillment

With the availability of trusty tools such as Tiktok Shop, you will certainly feel that you have more freedom to achieve your dreams of making your brand well-known and established. Perhaps, as you sign up for a Tiktok for Business account, you are thinking of the many ways you could make use of the platform. Well, we agree with you, the prospects are limitless when we speak about what you can do with the congruence of entertainment and online shopping at Tiktok shop. But like any platform we use, there are some rules and regulations that we must strictly follow, and you have to be aware of these as soon as you file your Tiktok Shop application. 

There are some big no-no’s when it comes to Tiktok Shop online selling, and we have compiled some of the most important ones that you have to keep in mind so that you don’t risk a penalty or a loss of a customer base. Most of these points are listed and discussed in full detail in the Tiktok Shop Seller University which you can easily access online.

Do not mislead. Post only accurate information.

Do not mislead. Post only accurate information.

It is well within the bounds of good conduct not to lie. And we say don’t lie, we mean everywhere. Especially in your Tiktok shop. We must strive to build customer confidence with our online stores, and their platforms like Tiktok. Anything that would have a contrary effect shall be avoided at all costs. 

Tiktok defines misleading (both in functionality and effect) as when the uploaded video or product appears inconsistent with the product’s actual functions and effects. For example, you advertise a power bank you’re selling as suited for wireless MagSafe charging and when they receive it, it turns out to be a regular power bank. This would surely dismay a lot of your customers and mind you, Tiktok will not be pleased either.

Tiktok categorizes misleading claims into three – exaggerated claims, unscientific claims, and false claims. Any of such claims that can potentially lead to customer dissatisfaction, distrust, and a threat to customer safety will warrant enforcement actions or sanctions from Tiktok Shop.

Potential enforcement actions from Tiktok

  • Removal of the product from the platform 
  • ​Removal or blocking content 
  • Formal warning messages 
  • Suspension of creator/seller privileges 
  • ​Temporary or permanent withdrawal of creator/seller benefits; 
  • ​Reporting the creator/seller to the relevant regulatory authorities for prosecution 
Potential enforcement actions from Tiktok

Do not sell counterfeit. Sell from legit sources.

All sellers on Tiktok are expected to be responsible enough to sell only authentic products, which are either self-produced or are coming from legitimate sources. Tiktok aims to provide all Tiktok Shop buyers with the positive experience of getting actual products as advertised. Aside from customer satisfaction, the policy on banning counterfeit products on Tiktok Shops serves as a protection for business owners’ and producers’ intellectual property rights which are integral to overall business growth.

It is rather disappointing when you order the newest mobile phone with half-a-year’s savings and you end up with a knockoff or substandard replica compared to what you paid for. What’s worse is that your customer will not have the right to ask for a replacement from the company that produces the authentic product. As a seller, you might think that selling counterfeit products has done you good, but it will only be some time before your reputation is damaged as soon as customers complain. And you also don’t want a lawsuit from the legit company, right?

Potential enforcement actions from Tiktok

  • Formal warning messages 
  • Suspension of listing privileges 
  • Temporary or permanent withdrawal of seller benefits 
  • Temporary or permanent suspension of the seller’s enrollment of affiliates and other events 
  • Temporary or permanent suspension of access to TikTok Shop 
  • ​Temporary or, in the event of a severe breach, permanent withholding of sales proceeds or cancellation of transactions associated with the seller’s account 
  • Cancellation or withdrawal of any promotions and/or subsidies offered to the seller 
  • Deleting the seller’s account 
  • Commencing legal action against the seller 
  • ​Reporting the seller to relevant regulatory authorities for prosecution 
  • ​Removal of product listings 

Another list of enforcement actions is applied by Tiktok to content creators who promote counterfeit products, for details visit Tiktok’s policy page.

Do not delay shipping. Send products on time, and satisfy customers.

Do not delay shipping. Send products on time, and satisfy customers.

The main tenets of online shopping are affordability and convenience. And it is truly inconvenient when a customer waits for a product they ordered longer than what was stated in the online shop. Fulfilling orders promptly, and them arriving on time are key factors to ensuring your customer base is satisfied. As online sellers, we must avoid making our customers wait. 

If you are experiencing a high volume of orders, and you feel like you don’t have all the energy to keep up with them, you might as well utilize some tools available online for business process management. Or you could subscribe to an online selling platform such as Shopify or WooCommerce, which you can integrate and link to your Tiktok Shop.

Tiktok actually provides you two options when it comes to fulfillment – Ship by Tiktok and Ship by Seller. With Ship by Tiktok, Tiktok will be primarily responsible for the delivery of your parcel, and updates on the package’s whereabouts will be provided via the Seller Center. You just have to pack the packages and label them accordingly. In case you fail to deliver the products on time due to unforeseen events, or force majeure, you have to send a ticket to the Tiktok Seller Center along with other relevant information.

Do not cancel orders. But if you really must, explain.

Do not cancel orders. But if you really must, explain

Order cancellation is generally viewed as bad behavior coming from buyers. And it does not look good when a seller does it, either. However, Tiktok allows sellers to cancel orders in some specific instances such as when the buyer has not paid for the product in the allotted time frame, or when there is an unforeseen stock error (but do it before the product’s status becomes Ready to Ship).

Tiktok makes it a point that the conditions surrounding each specific cancellation are disclosed on the product detail page for both the seller and customer to see. 

For seller-initiated cancellations, Tiktok has put some guidelines in effect:

  • Sellers may cancel an order based on an unforeseen lack of stock, or a stock error. However, the customer must first be informed.
  • Sellers must fully explain the details surrounding the specific seller-initiated cancellation via Tiktok’s in-app notifications. Communication outside the app cannot be deemed legitimate.
  • Sellers must provide notice in the official language supported in the destination market, and should follow Tiktok shop policies.
  • Sellers will have to refund orders that have already been paid but have been canceled by the seller.

Beware that a high volume of order cancellations may result in enforcement actions from Tiktok.

Some orders may be canceled due to logistical problems or product damages when in transit. In the event that these occur, be sure to report them via a ticket, along with relevant information at the Tiktok Shop Seller Center.

Do not be shy. Promote your products.

Do not be shy. Promote your products.

In the era of online selling, rule number one is to make your mark. The digital marketplace is a pretty competitive arena, and you can be left far behind if you don’t go out of your way in promoting and advertising your shop. You have to plan, strategize and innovate according to your business objectives. Thankfully, with the power of social media being combined with eCommerce in the form of Tiktok shops, sellers are being offered opportunities that they can start with.

In making video content, you have to consider both evergreen and timebound content. Evergreen content, which means something your viewers would find relevant when they watch at any given time, is best for store and product introductions. This could also work for how-to guides, tutorials, and testimonials that demonstrate your product’s use and value. Timebound content, on the other hand, will be useful when you promote your time-specific promotional periods, creating content for specific holidays alongside product promos, and the like. 

When your initial content has proven to be effective in gathering followers and creating a solid customer base, you may also delve into using the Tiktok Live feature for your online selling. This allows you to engage better and deeper with your newfound customer base. Make sure it is value-added. You could offer bundles, combos, and discounts while you are Live as a bonus for your live viewers.

Do not reproduce content. Go live, and be original.

Do not reproduce content. Go live, and be original.

Looking for bad shows? That would be your sellers getting all giddy with your Tiktok Shop livestream and looking at a bunch of ads, worse pirated content, that they could not interact with. Tiktok encourages all Live content creators to actually provide their viewers with live and original content. After all, there is no use doing live streams of pre-recorded content because you can just put it out as regular video on your live feed. And Tiktok takes it seriously, reproduced content in live streams will be taken down, and can potentially be a source of penalties for sellers.

The scope of reproduced content as identified by Tiktok includes recognizable popular videos, videos by other creators, pre-recorded videos by creators themselves, recorded screens of other devices and other reproduced media or videos. To avoid committing these violations, Tiktok encourages all Live Sellers to have their own setup, as simple as your living room, and go live via a smartphone or some other device you can use for streaming.

If Tiktok monitors reproduced content or get a report about it, a seller may be held liable through:

  • Removal of the product from the platform 
  • ​Removal or blocking content 
  • Formal warning messages 
  • Suspension of creator/seller privileges 
  • ​Temporary or permanent withdrawal of creator/seller benefits; 
  • ​Reporting the creator/seller to the relevant regulatory authorities for prosecution 

Tiktok loves authenticity, and if you’re going to ask us, your customers will, too. So go on, freshen up a little, sit in front of that camera and interact with your customers. Beat that sales target!

Do not promote gambling. Make your products sellable, and sell them.

Do not promote gambling. Make your products sellable, and sell them.

So in case, we haven’t made it clear from the very start, Tiktok Shop is an online selling platform and not a casino. That simply means any activity promoting gambling behavior such as mystery products, raffles, or bidding is prohibited on the Tiktok Shop. Any content that promotes gambling behavior be it in the form of a promotional video, product description, or hyperlink is prohibited in the Tiktok Shop and can cause a seller to receive due penalties.

Gambling-related behavior is defined as selling through games or other forms such as lucky draw or lucky dip wherein the customer has no knowledge of the quality, quantity, value, and category of products in question before they place their orders. The policies concerning gambling are applied to shop windows, video content, and live streams.

Some examples of these prohibited acts include selling through traditional gambling methods such as lottery numbers, straw pulling, auctioning, and card gambling. Another would be a surprise egg or mystery box which will be shipped to customers without them having any knowledge of what it contains. Chance and luck-based games wherein customers will buy tickets or stubs to get the opportunity to win a mystery package are also prohibited.

Should a seller violate the aforementioned anti-gambling policies, they will receive penalties which include, but are not limited to:

  • Removal of the product from the platform 
  • ​Removal or blocking content 
  • Formal warning messages 
  • Suspension of creator/seller privileges 
  • ​Temporary or permanent withdrawal of creator/seller benefits; 
  • ​Reporting the creator/seller to the relevant regulatory authorities for prosecution 
Be creative, but stay within the rules

Be creative, but stay within the rules

Let’s be honest, we all want a fruitful online selling experience with Tiktok Shop for the sake of achieving our dreams of launching our businesses and having that milestone of a big sales month. But some mistakes might get in the way. Our friendly advice would be to study carefully the rules and regulations in conducting your business operations with the Tiktok Shop.

However, that shouldn’t stop you from being creative and innovating the ways to sell your products. But, learn where the lines are drawn and do not step beyond them. That way, we can all be fulfilled with the best experience we can take from Tiktok Shop.

TLDR: Remember, being a successful seller on the platform requires adherence to certain TikTok rules and regulations. Some of the most important ones include the following:

What Not to Do as a Tiktok Shop Seller


  • Post accurate information about your products and avoid making misleading claims.
  • Sell only authentic products that are either self-produced or coming from legitimate sources.
  • Fulfil orders promptly and send products on time to satisfy customers.
  • Consider using online tools for business process management and integrating your TikTok Shop with online selling platforms like Shopify or WooCommerce.


  • Mislead customers with exaggerated, unscientific, or false claims, as TikTok Shop defines it, which could lead to customer dissatisfaction and distrust and threaten customer safety.
  • Sell counterfeit products, which is disappointing for customers and a violation of intellectual property rights and could result in legal action against the seller.
  • Delay shipping goes against the main tenets of online shopping, affordability and convenience.
  • Cancel orders without explanation, generally viewed as bad behaviour from buyers.

If sellers violate any of these rules, TikTok Shop may take various enforcement actions, including removal of products or content, formal warning messages, suspension of privileges, and reporting the seller to relevant regulatory authorities for prosecution, among others.

Therefore, as e-commerce sellers in Southeast Asia, it is important for you to be aware of these dos and don’ts to avoid penalties and maintain customer satisfaction. By following these guidelines, you can create a positive reputation for your brand and establish yourself as a trustworthy and reliable e-commerce business on TikTok Shop.

Best Practices for Listing Products on TikTok Shop

Best Practices for Listing Products on TikTok Shop

When it comes to listing products on TikTok Shop, there are several best practices that Southeast Asian e-commerce sellers should keep in mind. These practices can help them stand out among competitors and attract more customers to their products. Here are some of the best practices for listing products on TikTok Shop:

  1. Providing detailed and accurate product descriptions 

In addition to providing accurate product information, you should also focus on making your product descriptions engaging and easy to read. Use language that resonates with your target audience and addresses their pain points or desires. For example, if you’re selling a piece of clothing, talk about how comfortable it is or how it can be worn in different settings. You can also include customer reviews and ratings to provide social proof and build trust with potential buyers.

  1. Using high-quality images and videos 

When it comes to visuals, quality is key. Use high-resolution images and videos that show your products in their best light. Consider hiring a professional photographer or videographer to capture your products, or invest in a good camera and lighting equipment to create your visuals. You can also add creative elements such as animations, overlays, or music to make your content more engaging and memorable.

  1. Highlighting unique selling points 

To stand out on TikTok Shop, you must offer your customers something unique and valuable. Consider what sets your products apart from others and how they can solve a problem or meet your target audience’s needs. For example, if you’re selling skincare products, highlight that they are cruelty-free, made from natural ingredients, or formulated for specific skin types. Ensure you emphasise these unique selling points in your product descriptions and marketing materials to catch customers’ attention.

  1. Offering competitive pricing 

When setting product prices, you should consider several factors, such as production costs, competition, and market demand. Ensure your prices are reasonable and competitive compared to similar products on the platform. You can also offer discounts or promotions to attract new customers and encourage repeat business.

  1. Ensuring products are in stock and ready to ship 

Nothing is more frustrating for customers than ordering a product that is out of stock or has a long shipping time. Keep your inventory up-to-date and accurate on the platform, and clearly communicate shipping times to avoid confusion or disappointment. You can also offer different shipping options, such as expedited shipping or free shipping for orders over a certain amount to provide added value to your customers.

Following these best practices for listing products on your TikTok Shop can help attract more customers, increase sales, and build a strong reputation on the platform. 

TikTok Shop Advertising: Tips and Best Practices

TikTok Shop Advertising: Tips and Best Practices

TikTok Shop advertising can be a powerful tool to increase your visibility, attract new customers, and drive sales. With various advertising options available, it’s important to understand the different types of TikTok ads and how to create effective campaigns.

  1. Understanding TikTok Shop’s advertising options

TikTok Shop offers several types of ads, including in-feed ads, branded effects, and brand takeovers. In-feed ads appear in users’ feeds alongside regular TikTok content, while branded effects allow you to create custom filters and effects that users can apply to their videos. On the other hand, brand takeovers offer exclusive access to TikTok’s homepage and can be a great way to make a big impact.

  1. Creating effective ad campaigns for TikTok Shop

To create effective ad campaigns on TikTok Shop, it’s important to understand your target audience, and what types of content will resonate with them. You’ll also need to create compelling visuals and messaging that capture users’ attention and encourage them to engage with your brand.

  1. Best implementation for ad targeting and optimisation

One of the keys to success with TikTok Shop advertising is effective targeting. You can target your ads based on location, age, gender, interests, and behaviours. It’s important to continually monitor and optimise your targeting to ensure your ads reach the right audience.

  1. Measuring the success of your TikTok Shop ad campaigns

Finally, it’s important to track and analyse the success of your TikTok Shop ad campaigns. You can use metrics like impressions, clicks, and conversions to measure the effectiveness of your ads and make adjustments as needed. It’s also important to set clear goals and benchmarks for your advertising efforts, so you can track progress and make informed decisions about your strategy moving forward.

By following these best practices for TikTok Shop advertising, you can create effective campaigns that drive results and help you grow your business on this exciting platform.

TikTok Shop Fulfillment: Best Practices

TikTok Shop Fulfillment: Best Practices

Once you start receiving orders on TikTok Shop, it’s important to have a solid fulfillment process to ensure timely delivery and customer satisfaction. Here are some best practices to follow:

  1. Managing orders and shipping on TikTok Shop

TikTok Shop provides tools to help manage your orders and shipments. You’ll be able to track orders, print shipping labels, and manage your inventory in one place. It’s important to keep your inventory up-to-date and ensure you have enough stock to fulfil orders as they come in.

  1. Ensuring timely delivery and customer satisfaction

Prompt and reliable delivery is essential to keeping your customers happy. Make sure to communicate shipping times clearly and provide tracking information so customers can keep an eye on their packages. Respond quickly to any inquiries or concerns from customers, and make it easy for them to return or exchange products if needed.

  1. Navigating cross-border logistics for international orders

If you’re selling internationally, it’s important to be aware of the potential challenges of cross-border shipping. Research applicable taxes, duties, and platforms providing international logistics for your e-commerce and factor these costs into your pricing. You’ll also need to ensure that your products comply with relevant regulations or certifications in the destination country.

  1. Streamlining your fulfillment process for maximum efficiency

As your business grows, it’s important to optimise your fulfillment process for maximum efficiency continually. This could include automating tasks like printing shipping labels or outsourcing fulfillment to a third-party provider. It’s important to regularly evaluate your processes and adjust as needed to keep up with demand and ensure customer satisfaction.

By following these best practices for TikTok Shop fulfillment, you can create a seamless and efficient process for delivering products to your customers. This will help you build a positive reputation on the platform and grow your business over time.

TikTok Shop Analytics Metrics to Track and Analyze

Bonus: TikTok Shop Analytics Metrics to Track and Analyze

Analysing is crucial to understanding the success of your TikTok Shop business. Here are some best practices to help you make the most of TikTok Shop’s analytics tools:

  1. Understanding TikTok Shop’s built-in analytics tools

TikTok Shop provides built-in analytics tools that allow you to track important metrics such as views, clicks, and sales. These tools can help you understand how your products perform on the platform and identify areas for improvement.

  1. Identifying key metrics to track for success on the platform

The specific metrics you track will depend on your business goals, but some important ones to consider include engagement rate, conversion rate, and customer acquisition cost. By monitoring these metrics over time, you can gain insights into how your TikTok Shop strategy is performing and make data-driven decisions to improve it.

  1. Analysing and interpreting your TikTok Shop data

Once you’ve collected data, it’s important to analyse and interpret it to gain insights. Look for patterns and trends in your data, and identify areas where you can improve. For example, if your conversion rate is low, you may need to adjust your product descriptions or pricing to better appeal to customers.

  1. Using data to optimise your TikTok Shop strategy and grow your business

Using the insights gained from your TikTok Shop analytics, you can optimise your strategy and improve your chances of success on the platform. This may involve adjusting your product offerings, targeting different audiences, or experimenting with different types of TikTok content. By continually testing and refining your approach, you can build a strong presence on TikTok Shop and grow your business over time.

Remember, tracking and analysing metrics is crucial to understanding the success of your TikTok Shop business. By using TikTok Shop’s built-in analytics tools, identifying key metrics to track, analysing and interpreting your data, and using data to optimise your strategy, you can build a strong presence on the platform and grow your business over time.

Wrapping Up

In conclusion, TikTok Shop provides an exciting opportunity for e-commerce sellers in Southeast Asia to tap into the platform’s massive user base and connect with younger demographics. 

By following best practices for product listings, advertising, fulfillment, and analytics, businesses can maximise their chances of success on the platform and grow their sales.

However, managing multiple marketplaces can be a challenging task, especially when it comes to fulfillment and logistics. That’s where Locad comes in. As the logistics engine for e-commerce brands, Locad provides end-to-end logistics solutions that help businesses store, pick, pack, ship and track their products across multiple marketplaces. With Locad, e-commerce sellers can streamline their fulfillment process, reduce costs, and improve customer satisfaction.

By combining best practices for TikTok Shop with the logistics expertise of Locad, you can build a strong presence on the platform and grow your businesses over time.


What types of products are allowed on TikTok Shop?

TikTok Shop allows many products, including fashion, beauty, electronics, and more. However, products like counterfeit goods, weapons, and tobacco are prohibited.

How do I set up a TikTok Shop account as an e-commerce seller?

To set up a TikTok Shop account, e-commerce sellers must meet certain eligibility criteria and follow the platform’s guidelines. They can then create a storefront, list their products, and start selling on TikTok Shop.

What are the best practices for advertising on TikTok Shop?

To advertise on TikTok Shop, sellers can use the platform’s built-in tools, such as In-Feed Ads and Branded Hashtag Challenges. Effective ad campaigns should be creative, engaging, and targeted to the right audience.

How do I manage cross-border logistics for international orders on TikTok Shop?

Managing cross-border logistics for international orders on TikTok Shop requires careful planning and execution. Sellers can work with logistics partners like Locad to streamline their fulfillment process and ensure timely customer delivery.

What metrics should I track to measure the success of my TikTok Shop strategy?

Key metrics to track on TikTok Shop include engagement rate, conversion rate, and average order value. By analysing and interpreting this data, sellers can optimise their strategy and improve their performance on the platform.

Experience fulfillment by LOCAD

Grow your business through Locad’s simplified and automated fulfillment solution

  • Unlimited and scaleable warehousing
  • Pay only for what you store
  • No hidden fees or lock-in periods
  • Zero inbound costs
  • Wide integration with marketplaces
  • Automated logistics and delivery
Get the latest e-commerce industry news, best practices, and product updates!

Don't miss out on the latest news!

Get the latest industry news, best practices, and product updates!

Whoa! Hold on a second…

Effortlessly manage your inventory, automate order fulfillment, and scale your e-commerce business like never before. Ready to leap? Join the Locad family now! 

Exclusive benefits to ace your e-commerce game this 2023 with Locad’s desk calendar!