TikTok Shop: Your burning questions answered

TikTok Shop: Your burning questions answered

Posted: Wed 22nd Feb 2023

New to TikTok Shop UK and not quite sure if it would work for your business?

Check out some of the most frequently asked questions and answers that will give you more insight into how you can make TikTok Shop work for you.

After a barnstorming appearance at StartUp Show 2023, TikTok Shop has been a smash hit with Enterprise Nation members, so don't miss out!

Without further ado...the FAQs!

I have a small business; how can I sell through TikTok Shop UK?

No matter the size of your business - solo or with thousands of employees - TikTok Shop UK is where you can be discovered by new audiences.

Selling through the platform is mainly done through our most recognisable methods; in-feed videos, hosting LIVE shopping events and affiliate marketing.

What is affiliate marketing?

Affiliate marketing means collaborating with established influencers (so-called TikTok Creators) who can help promote your products to their audiences.

Being a seller on TikTok Shop gives you access to our 'Creator Marketplace', where you can browse and approach any creator that you feel is a brand fit. You can then discuss a possible collaboration to sell your products.

In exchange for an agreed commission on sales, your product would be promoted to TikTok Creators' audiences, which can increase your product visibility, brand awareness and sales.

My products fall under the Food & Beverage category. How do I get authorisation to sell this on TikTok Shop?

We deem any products considered food or beverage to be an 'invite only' category, meaning anything under this category must have prior approval from us to sell.

Food & Beverage sellers will be asked to provide additional documentation such as a Food Business Operator (FBO) registration and Hazard Analysis and Critical Control Points (HACCP) plan, so make sure these documents are ready, to prevent any delay in getting verified. This is to make sure we keep the TikTok Shop UK platform a safe, secure and positive place to shop.

Can hashtags help promote my page?

We recommend using relevant and trending hashtags to increase your chances of discovery on our audience's For You pages.

Adding them to an engaging caption can help prompt engagement from your audience, motivate viewers to share your content, and help increase your following.

Do I need 1,000 followers to go LIVE?

No. As a registered and verified TikTok Shop UK seller, you can go LIVE at any point, whether you have 0, 50 or 500 followers.

We recommend producing e-commerce videos, so-called 'Short Videos', to help your visibility before going LIVE to help your chances of getting people into your LIVE event room.

This is because whenever you go LIVE, your followers will be notified. As a new seller, you’re able to get rewards like promotional support that may help increase traffic to your content.

How often should I go LIVE and for how long?

If you're new to going LIVE and selling, we recommend trying once a week for approximately two hours.

This may seem like a long time, but as viewers frequently tune in and leave LIVE rooms, you'll often need to reintroduce your brand, products and any promotions you have going on, so this amount of time will ensure that you reach as many people as possible.

How do deliveries work?

For sellers we have two options:

  • Shipped via platform

  • Shipped by seller

Shipped via platform is a service provided by TikTok Shop UK which offers a competitive rate, protection and a hands-off logistic operation.

The Shipped by seller option might be best if you already have an existing contract with a courier, as long as that courier service is on TikTok Shop UK's approved integrated carriers list.

Three top tips for businesses looking to start selling on TikTok Shop UK

Consider these points when creating shoppable content:

  1. TikTok is an entertainment platform, so keep that in mind when making your Short Videos and going LIVE. Have fun, think creatively yet stay informative when showing off your product. Remember – keep it real. Authenticity always wins.

  2. Experiment to find out what works best. Don't keep to one type of content style; if you've tried showing content that features your shop behind the scenes one day, try showing how you're packing an order next. A variety of content will keep your audience engaged, and inform you what's appreciated.

  3. Consider a specific theme when going LIVE. The TikTok community loves seeing different ideas from brands. Why not try our most popular ones; a tutorial, a demonstration of a new product or even a Q&A?


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Enterprise Nation has helped thousands of people start and grow their businesses. Led by founder, Emma Jones CBE, Enterprise Nation connects you to the resources and expertise to help you succeed.

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