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TikTok Shop 101: Everything You Need to Know

Not sure why you should have a TikTok Shop as a brand? Here is everything you need to know about the different types of TikTok Shops, how to create one, and so much more.

Posted 3 months ago
tiktok shop

Written by

Mackenzie Taylor
Posted 3 months ago
TikTok Shop is one of the best ways that brands can get their product or services in front of their audience and millions of others. TikTok has a strong influence on purchasing decisions, with 49% of users making purchases based on TikTok recommendations.
If you’re a brand or a business and don’t have a TikTok Shop, you’re majorly missing out on a million and one new leads and buying opportunities. Creating a TikTok Shop is relatively painless and we’re here to help you make one! Here’s everything you need to know about the different types of TikTok Shops, how to create one, and more.

Jump to a section ✨

  1. What is a TikTok Shop?
    • TikTok Shop for brands
    • TikTok Shop for creators
    • TikTok Shop for partners

What is a TikTok Shop?

Let’s start from the beginning because that’s what we all need to know: What actually is a TikTok Shop?
It is a place where brands, creators, businesses, and anyone who sells anything really can create a Shop to sell their products directly inside TikTok.
If you’ve been on TikTok at all, you’ll probably have seen #TikTokMadeMeBuyIt and/or see how influential TikTok creators are when it comes to making people get FOMO and want to buy the products they see on the app.
With it, viewers can buy the item directly by simply clicking a few buttons, and voila! The product is officially theirs.
But before we get into how to set one up, we’ve got to talk about the different types of TikTok Shops there are because not all Shops are created equal.

TikTok Shop for brands

TikTok Shop for brands is owned and operated by the brand, which lets them show off their product, engage with customers, and manage their TikTok Shop completely independently. Brands can create product catalogs, run promos, and host live streams to help promote the different offerings they have in their Shop.
If you want to sell on TikTok, you must apply for TikTok Shop. Once you finish filling out your application, you should get an email confirmation with approval for you to sell on TikTok.

TikTok Shop for creators

TikTok Shop for creators are shops managed by creators (duh) and allow them to use their influence over their audience to try and sell products. Creators can curate their own product selection, promote different products through their videos, and engage with their audience to get them to buy directly from their shop.
There are some requirements when it comes to setting up your own shop as a creator—and they vary by country, so be sure to check out the full requirements here.

TikTok Shop for partners

TikTok Shop for partners are shops that are managed by a third-party e-commerce partner, where they can integrate their products and fulfillment processes into TikTok Shop. These products can be a variety of different things from short-form video creation, to content strategy, and more. If you want to be a TikTok Shop Partner, you have to apply and submit your application. Learn more about how to do so here.
tiktok shop different shops

How to set up a TikTok Shop

Before we dive into the step-by-step on how to set up your own TikTok Shop, we need to ensure you’re even eligible to create one. Honestly, that would be embarrassing! Here are all the requirements you need to check off your list:
  • Location: Where the heck are you based? TikTok Shop is currently only available in select countries so make sure your country is on the list!
  • Business Entity: You need to register your business entity to operate a TikTok Shop.
  • Age: Yes, you must be at least 18 years old to start your own shop.
  • TikTok Account: And obviously, you have to have an active TikTok account to link with your TikTok Shop.
Now that you know if you’re eligible or not, let’s set up shop!

Step 1: Create a Seller Center Account

  1. Visit the TikTok Seller Center website and click on the “Sign Up” button.
  2. Select your country or region from the drop-down menu.
  3. Choose the appropriate account type based on your role: “Individual Seller” if you are a sole proprietor or “Enterprise Seller” for registered businesses.
  4. Enter your email address and create a strong password.
  5. Agree to the TikTok Seller Center Terms of Service and Privacy Policy.
  6. Click on the “Sign Up” button to complete the registration process.

Step 2: Verify Your Identity and Business Information

  1. Once logged in to your Seller Center account, navigate to the “Settings” tab and click on “Merchant Information.“
  2. Provide your personal information, including your name, date of birth, and contact details.
  3. Upload a valid government-issued ID, such as a passport or driver’s license, to verify your identity.
  4. Submit your business registration documents, including your business license or tax registration certificate.
  5. Provide your bank account information for receiving payments from TikTok Shop sales.
  6. Click on the “Submit” button to initiate the verification process.

Step 3: Set Up Your TikTok Shop

  1. After your identity and business information are verified, you can proceed to set up your shop.
  2. Choose a shop name that is relevant to your brand or products.
  3. Select the product categories that represent your offerings.
  4. Add product listings with high-quality images, detailed descriptions, and accurate pricing.
  5. Optimize your product listings for search by including relevant keywords.
  6. Set up shipping and delivery options based on your location and the regions you serve.
  7. Establish clear return and refund policies for your customers.

Step 4: Integrate with Your TikTok Account

  1. Link your TikTok Shop with your existing TikTok account.
  2. Select the “Shop” tab as part of your TikTok profile.
  3. Choose the “Shop Now” option to display your shoppable products and direct customers to your TikTok Shop.
tiktok shop

What are the benefits of setting up a TikTok Shop for my brand?

There are loads of benefits for a brand to set up a shop and we’re going to talk you through every one of them:


There are over 1 billion monthly active users on TikTok. This is a huge opportunity for you to tap into that large audience base and increase your brand visibility.


By starting a TikTok Shop, brands can massively increase their sales and revenue. When a brand has a TikTok Shop, they can immediately direct their audience to the Shop to buy their products or services all within the app. This helps eliminate trying to direct people outside of the app and makes the purchasing process way more streamlined. Because when a customer can purchase something super quickly—the more purchases that will happen!

Brand engagement

Another benefit is getting increased brand engagement. The videos on TikTok are all about being engaging and entertaining, so having a TikTok Shop allows brands to leverage this engagement for their own good! Brands should start creating engaging videos showing off their products or services or whatever it is that they offer! That way users can easily interact with your content and make purchases directly from the video.

Trust and loyalty

Yes, a TikTok Shop can help establish trust and loyalty with your audience. if you make the shopping experience super seamless, this can help enhance the overall customer experience and build trust with your followers. This can lead to repeat customers and long-term loyalty.

What types of products can be sold in a TikTok Shop?

“You can sell anything you want on TikTok, right?”
Actually, no. TikTok has some restrictions on things you can list, but it depends on your country. However, if you’re looking for a general list of things you can sell on TikTok (which is probably why you’re reading this now!), here is a general idea of what you can sell, sell, sell:
  • Fashion and apparel
  • Beauty and cosmetics
  • Electronics and gadgets
  • Homewear and kitchenware
  • Sports and outdoor apparel
  • Toys and games
  • Food and beverages
  • Pet supplies
  • Homemade craft items
The items that you majorly need to avoid on TikTok are:
  • Medications and medical devices
  • Baby and maternity products
  • Veterinary products
  • Alcohol, tobacco, and e-cigs
  • Vehicles and automotive parts
You can find a full list of items you can’t sell on TikTok Shop Prohibited Products Guideline.

Final thoughts on TikTok Shops

Now that you know how to make your own TikTok Shop, it’s time to start getting all those new leads in through the door. Remember to start making content that has a great hook to entice your audience in. Need help with creating the perfect hook? Click here to learn all about hooks and watch the video below to see what hooks actually work.


What is a TikTok Shop?

How to set up a TikTok Shop

What are the benefits of setting up a TikTok Shop for my brand?

What types of products can be sold in a TikTok Shop?

Final thoughts on TikTok Shops

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