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TikTok Shop has changed the way brands sell online, giving them scope to connect with a more engaged and active audience. But for many merchants, unlocking its full potential can feel like a challenge. Whether you’re starting from scratch or struggling to drive results, this guide is here to simplify the process and set you up for success.
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TikTok Shop isn’t your typical online store. It takes the power of short-form video and combines it with seamless shopping features to create a dynamic, fun, and interactive experience.

If you’re looking to sell on TikTok, you’ll need to know how to get your store up and running, and how TikTok sales strategies differ from traditional eCommerce marketing.

Summary

  • TikTok Shop blends short-form video with seamless in-app shopping, making buying feel fun, fast, and interactive.
  • With billions of users and high daily engagement, it’s a powerful place for DTC brands to get discovered and turn views into sales.
  • Strong visuals, clear product descriptions, trending keywords, and authentic customer reviews are key to making your listings stand out.
  • You can sell through the Shop Tab, Product Showcases, Shoppable Videos, and Live Shopping - each offering unique ways to connect with shoppers.
  • The REVIEWS.io TikTok Shop integration pulls your existing product reviews into TikTok, helping you start strong with trusted social proof.

What is TikTok Shop?

TikTok Shop is an eCommerce feature that sits within the TikTok platform. 

With TikTok Shop, users can discover products through videos, live streams, and a dedicated "Shop" tab. They can view details, add items to their cart, and complete purchases - all without leaving the app.

A smiling brunette girl on a phone screen, showing a TikTok homescreen with a button to 'buy now' on a serum

What makes TikTok Shop different is its authenticity. Instead of static ads, you can really bring products to life. You can show them in action, share your brand story, and interact with shoppers in real-time. 

TikTok Shop is where entertainment meets eCommerce, giving shoppers a fun and authentic way to buy.

Why do people sell on TikTok Shop?

As a sales channel, TikTok gives you access to a huge pool of potential customers, with over 1.5 billion people using the app every month.

But that’s not the only compelling reason to sell on TikTok Shop:

  • Captive users: Globally, TikTok users spend an average of 95 minutes a day on the app. This gives you a chance to reach shoppers where they’re already spending their time.
  • High engagement: TikTok’s algorithm keeps users glued to their screens. If your content resonates, it can go viral, reaching thousands or even millions of viewers.
  • High purchase intent: 58.2% of TikTok users say they use the platform for shopping inspiration. They’re actively seeking new products and are ready to buy.
  • Built-in social proof: TikTok is all about real, relatable content. Users trust videos that feel genuine, especially if they’re from real customers or creators they follow. This authenticity translates to sales.
  • Quick results: TikTok’s algorithm promotes fresh, engaging content, making it easier for your brand to gain traction.
People sell on TikTok Shop because it combines discovery, trust, and buying intent all in one platform.

How do I set up TikTok Shop?

TikTok Shop setup isn’t overly complicated. You just need to follow these simple steps to get started.

Step 1: create a TikTok Business account

If you don’t already have one, this is your first move. Go to your TikTok profile, tap on ‘Settings,’ and select ‘Switch to Business Account.’ Follow the prompts, and you’re good to go.

A TikTok for Business account gives you access to analytics, ad tools, and other features essential for running a successful TikTok Shop.

Step 2: apply for TikTok Shop

Next, head over to the TikTok Shop Seller Center. At this point TikTok will ask for some basic information to verify your business credentials.

This includes:

  • Your business registration details
  • Your tax identification information
  • A valid bank account
  • Contact information

TikTok’s approval process is usually quick. Just make sure all your documents are accurate and up to date.

Step 3: set up your TikTok Shop Profile

Think of this as your storefront. Upload your logo, write a short, catchy description about your brand, and make sure your contact info is up to date. You can also add links to your website and other social media profiles.

Step 4: add your products

In the Seller Center, click on ‘Products,’ then ‘Add Product.’ If you’re already using an eCommerce platform like Shopify or WooCommerce, you can integrate your store to sync products automatically.

For manual entry, fill in details like the product title, description, price, and upload high-quality images or videos.

Make sure your TikTok product listings adhere to the rules of TikTok Shop. For help check out TikTok’s product listing guidelines.  

Step 5: syndicate existing product reviews to TikTok Shop

Trust is a key factor for TikTok Shop users. They want to know the brands they’re buying from are reputable, and that their products are high quality.

To build this trust, use the REVIEWS.io TikTok Shop integration. This lets you sync your existing product reviews with your TikTok Shop product listings. 

both the TikTok and REVIEWS.io logos showing the synergy. A brightening serum on the TikTok Shop with reviews shown on it

That means you start off with a strong reputation. By using the reviews you’ve already collected, you give customers the confidence they need to hit “buy.”

Learn how to set up in our support article.

Step 6: set up payments and shipping

Lastly, configure your payment methods and shipping options. TikTok will guide you through this in the Seller Center. Once you’re set up, you’re ready to start selling!

In just a few simple steps, your TikTok Shop can be live and ready to convert shoppers.

How do I optimize my TikTok Shop product listings?

Use high-quality visuals

TikTok is a visual platform, so your product photos and videos need to be top-notch. Use clear, high-resolution images from different angles. 

Create short videos that show the product in action. For example, a fitness brand might highlight a workout routine using their equipment, while a skincare brand could feature an application demo. 

The better the visuals, the more likely users are to click and buy.

Write clear, engaging descriptions

Your product descriptions should be short, straightforward, and highlight key benefits. 

Focus on what makes your product unique - like sustainable materials or special features - and use a friendly, conversational tone that suits TikTok’s audience. 

Avoid overloading with details. Stick to what will grab attention and answer common questions.

Add customer reviews

Social proof makes a huge difference, so include customer reviews on your listings to build trust. 

This is easy with our TikTok Shop integration. Just link your REVIEWS.io account with your TikTok Shop, and sync all your existing reviews to the relevant products. 

A phone showing ratings collected on a TikTok Shop product, with a zoomed in box of a review example

This helps you build trust from the outset. Instead of waiting for users to buy and review your products through TikTok, you can leverage the social proof you already have.

Use trending keywords

TikTok users often search using trending terms, so stay on top of what’s popular. 

Check TikTok’s Discover page to find relevant keywords and include them naturally in your product titles and descriptions. 

For example, if “sustainable skincare” is trending, a beauty brand can use this to increase visibility and attract more shoppers.

Categorize and tag correctly

Make sure your products are in the right categories and tagged accurately. For example, if you sell lipstick, include tags like “matte lipstick” or “long-lasting makeup” to match common search terms. 

Proper tagging improves visibility and ensures TikTok’s algorithm shows your products to the right audience.

Strong visuals and authentic reviews turn TikTok browsers into TikTok buyers.

Understanding TikTok Shop selling formats

TikTok Shop offers four main ways to sell your products. Each format has its own strengths and helps you connect with customers in different ways. Here’s how they work:

Shop Tab

The Shop Tab is TikTok’s dedicated shopping hub. Users access this by clicking the shopping bag icon on their profile. 

This takes them to a marketplace, where products are organized into categories for easy navigation. 

TikTok’s recommendation algorithm personalizes the Shop Tab for each user, so your products are seen by those most likely to buy them. 

This format works especially well because it feels like a natural part of the TikTok experience. It’s casual, convenient, and helps your products gain visibility with minimal effort.

Product Showcase

Product Showcases let you highlight specific products or collections in your TikTok Shop. You can organize them into categories like “Seasonal Favorites” or “Best Sellers,” making it easy for customers to find what they need.

Showcases are a great way to align your products with campaigns or trends. For example, a holiday collection can drive attention during peak shopping periods. 

If you work with affiliates, you can give them permission to tag your products in their own Showcases. This form of influencer marketing gets your brand in front of new audiences.

Shoppable Videos

Shoppable Videos let you tag products directly in your TikTok posts. Viewers can click on the tags to learn more or buy instantly, without breaking their browsing flow.

Shoppable Videos that work well include:

  • Tutorials: Show your products in action to highlight their value.
  • Behind-the-scenes content: Build a personal connection by sharing how your products are made.
  • Trending content: Use TikTok trends to feature your products in creative ways.

User-generated content (UGC) can make your Shoppable Videos even stronger. Real customer reviews feel more authentic and are more likely to drive purchases. 

A phone screen showing TikTok Shop reviews, zoomed into UGC of a blue floral summer stress, with a button to shop now

With REVIEWS.io’s Video First campaigns, you can encourage customers to share video reviews, which you can then use in TikTok feeds. This adds credibility and keeps your content fresh and engaging.

Live Shopping

Live Shopping is a real-time selling format where users can buy directly from your live streams. These streams could be anything from product demonstrations to live sales offering exclusive discounts. 

The key to successful Live Shopping is preparation. Focus on your best-selling or most unique products, plan engaging demos, and keep viewers involved with TikTok features like polls and Q&A. 

Live Shopping is popular because it builds trust. Customers can see the products up close and have their concerns addressed instantly, making them more confident to buy.

Each TikTok Shop format offers a new way to inspire and convert.

Maximize your sales potential on TikTok Shop

TikTok Shop opens the door to a massive audience ready to discover and buy your products. And with our TikTok Shop integration, you can share customer feedback that boosts conversions. 

Start by setting up your TikTok Shop, optimizing your listings with product reviews, and creating engaging content that resonates with your audience.

Don’t miss the opportunity to turn TikTok’s active users into loyal customers. Get started today and make the most of TikTok Shop with the power of authentic social proof.

Frequently asked questions

Is selling on TikTok Shop worth it?

Yes, if your audience is active on TikTok. The platform combines massive reach with high purchase intent, making it ideal for driving brand awareness and sales.

How much does it cost to set up a TikTok Shop?

It’s free to set up a TikTok Shop account. TikTok charges a small commission fee per sale, so you only pay when you make revenue.

Why am I not getting sales on TikTok?

Lack of visibility, poor listings, or missing social proof can hold you back. Customer reviews and creator partnerships build trust and boost sales.

How do I grow my TikTok Shop?

Post consistent, creative content that fits TikTok’s style and trends. Use influencer partnerships, TikTok ads, and positive reviews to increase reach and encourage new customers to buy.

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