Essential Considerations When Starting With Your TikTok Shop

TikTok Shop is now available in various markets, including Indonesia, Malaysia, the Philippines, Singapore, Thailand, the United Kingdom, the United States, and Vietnam. With its wide reach and growing popularity, TikTok Shop offers an excellent platform for sellers and creators to monetize their products and content. Here’s a comprehensive guide to help you get started and optimize your TikTok Shop journey.

Setting Up Your TikTok Shop

Creating a TikTok Shop is straightforward. You can set up your shop directly through the TikTok Seller Center. Once your shop is established, it’s time to dive into the marketing and sales strategies that will help you succeed on this vibrant platform.

Maximizing Product Uploads

One of the first steps in optimizing your TikTok Shop is to maximize the number of products uploaded. Don’t limit yourself to just your bestsellers or products you believe will perform well on TikTok. Instead, upload all available products to increase your exposure to potential shoppers. This strategy broadens your reach and enhances the likelihood of attracting diverse customer segments.

Increasing Shoppable Video Posts

Leverage the power of video by maximizing the number of Shoppable Video posts on your TikTok account. Unlike other platforms, TikTok does not charge additional costs for uploading videos. Therefore, it’s beneficial to post as many videos as possible to increase your visibility and engagement among potential shoppers. Remember, more videos mean more opportunities for your audience to discover and interact with your products.

Adding Product Links to Videos

To further enhance your TikTok Shop’s performance, ensure that every relevant video on your account includes a TikTok Shop Product Link (the little orange cart). While it’s ideal to match the product link with the video content, the priority is to have a product link in as many videos as possible. This increases the chances of viewers clicking on the link and making a purchase.

Engaging in the Open Affiliate Plan

Participate in TikTok’s open affiliate plan to expand your reach through creators. If you are already familiar with creators and have an existing pipeline, you may opt for the targeted plan. A good starting point for the commission rate is 10%, which can be gradually reduced to 5% or even 1% as your TikTok Shop’s gross merchandise value (GMV) grows. This strategy incentivizes creators to promote your products while maintaining profitability for your shop.

Utilizing Video Shopping Ads

Start with Video Shopping Ads (VSA) for your TikTok Shop, prioritizing existing videos that have already generated organic conversions (Spark Ads). When using an existing video for Video Shopping Ads, the ad will link to the products chosen during ad creation. You can advertise the same or different products compared to the organic link. If you prefer using new videos as assets for VSA, post them with the TikTok Shop Product Link on your account first, unless testing multiple variations of video captions.

Acquiring High-Performing Affiliate Videos

Identify affiliate videos that generate high GMV or have a high GMV per impression (GPM) and use them as ad creative assets. Obtain the video code from the affiliate creator, which can be found in the affiliate section of Seller Center. Directly message the creator through Creator Connect to facilitate this process. Leveraging successful affiliate videos can significantly boost your ad performance and overall sales.

Optimizing Ad Group Budget

When running Video Shopping Ads, aim to use as many videos and/or TikTok Shop Product Links as possible within the same ad group budget. Ideally, have 3-5 active video creatives in each ad group. Experiment with both highest gross revenue and cost cap bid strategies to determine what works best for your business. Also, test single product links versus multiple product links to find the most effective approach for your ads.

Scaling Ad Group Budget

For ad groups focused on highest gross revenue, incrementally scale the budget each week based on the return on ad spend (ROAS) from the previous seven days. Adjust the budget as necessary to optimize performance. For cost cap ad groups, maximize the budget after the ad has run for more than a day to ensure optimal performance and cost efficiency.

Connecting Multiple TikTok Accounts

You can connect up to four additional TikTok accounts to your TikTok Shop for marketing purposes. Utilize these accounts to differentiate your marketing efforts based on personal categories, catering to various audience preferences. This strategy allows you to present native content in a “UGC” (User Generated Content) style, broadening your reach and engaging diverse audiences.

Running LIVE Shopping Ads

If you plan to host LIVE Shopping events, consider running Live Shopping Ads (LSA) optimized for gross revenue. Start with a budget of a few hundred dollars to test the waters. While LIVE Shopping performance can be volatile, it has the potential to work exceptionally well for certain businesses. Monitor performance closely and adjust your strategy as needed.

Leveraging Organic and Affiliate GMV

TikTok Shop offers trackable organic GMV and a large pool of “referral” style affiliate creatives that you can use for ads or other marketing purposes. Review the performance of Shop Ads by considering the overall TikTok Shop marketing ROI. This includes calculating the total GMV (paid, affiliate, organic) against your marketing investments in TikTok Shop. Evaluate this ROI against your typical marketing ROI targets to ensure you’re getting the best return on your investment.


Launching and optimizing your TikTok Shop journey involves strategic planning, creative content, and continuous experimentation. By following this comprehensive checklist, you can maximize your product exposure, leverage the power of shoppable videos, and utilize effective advertising strategies to boost your sales. Remember, the key to success on TikTok Shop lies in staying adaptable and responsive to the platform’s dynamic environment. Engage with creators, monitor your performance, and adjust your tactics to ensure continuous growth and success.

For more information on TikTok Shop, you can refer to this guide from TikTok themselves!

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