Despite only launching in 2023, TikTok Shop has quickly become a leading social media purchase platform. By the end of 2024, it’s projected that TikTok Shop will have a whopping 35.8 million social buyers, up 52% from 23.7 million in 2022.
If you’ve visited the popular storefront yourself, you’ll have noticed it’s full of product posts, along with a ton of ads. Whether you’ve found yourself tempted by an $8 pair of viral leggings or a rejuvenating moisturizer that’s 70% off, it’s undeniable there are some crazy discounts on offer.
This has probably led you to the question - is TikTok Shop legitimate? Or is it too good to be true? It’s only natural to ask these questions after witnessing countless coupon offers and price cuts.
Understanding the platform's seller reviews, experiences, and security features are all crucial in determining if TikTok Shop is a trustworthy and legitimate option for online buyers and sellers.
To find out everything you need to know about this budding ecommerce platform, keep reading below.
What is TikTok Shop?
To put things simply, TikTok Shop is an online marketplace found within the TikTok app, allowing users to purchase viral products demonstrated on the platform without needing to leave the site.
TikTok Shop uses powerful marketing tactics, combining short-form video content with social commerce, allowing popular influencers to sell TikTok products via Reels, Live streams, and in-app storefronts.
With the help of these features, brands saw a 1300% increase in sales throughout 2023. In addition to this:
- 92% of TikTok users took action after watching a TikTok video.
- 61% of TikTok users purchased after seeing a TikTok ad.
- 58% of TikTok users discovered new brands and products on the platform.
According to the terms of service on TikTok, users are expected to meet a set of requirements before they can sell on the platform. Sellers must be at least 18 years of age, have a minimum threshold of followers, have a U.S. passport, a driver's license, or otherwise hold proof of US residency.
The social platform's popularity as a shopping destination is highest among Gen Z, who are turning to social media for brand exploration, research, and purchases. A whopping 68% of Gen Z adults in the US were willing to purchase TikTok in 2023, putting it on par with YouTube and just behind Instagram in its popularity.
By 2026, it’s expected the number of social buyers on the platform will increase by 12%, so sellers will have the opportunity to reach 40 million prospective purchasers.
Is it safe to buy from TikTok Shop?
Now, it’s time to tackle our primordial question - is it safe to buy from TikTok Shop? The simple answer is yes, it is safe to purchase products from TikTok Shop. However, like any other online storefront, you’ll need to take some precautions before you buy from there.
Users will need to be cautious of fake reviews, potential scams, and read any fine print details before they commit. Some key things to look out of include:
🎭 Fake products: As with any new ecommerce platform, there are occasionally fake products to be found. To avoid these, make sure to stick to well-known, reputable sellers and brands to avoid any unnecessary risks.
📝 Read the reviews: Before you make any purchases, take the time to read seller reviews and ensure they’ve been verified by the platform.
📦 Check out return policies: In case you do need to return a product after purchasing, make sure to review the refund policies to reclaim your money.
💰 Consider using PayPal: Experts say it’s worth using third-party payment platforms like PayPal, Venmo, Zelle or ApplePay to make your purchases. Avoid giving your bank details, the least secure payment option when buying online.
How does TikTok Shop protect buyers?
TikTok shop follows standard ecommerce practices and is integrated into the TikTok app. It has buyer protection policies in place, as well as secure payment gateways to ensure your money is safe. The key TikTok Shop safety features include:
- Secure payment system: TikTok uses secure payment gateways, working with third-party platforms to conduct transactions. No sales data is collected when you buy.
- Buyer protection: There are several buyer protection policies in place, with the most important about refunds and returns. Most items sold on the storefront can be returned within 30 days of delivery for a full refund.
- Seller verification: To avoid the spread of online scammers, TikTok Shop has a seller verification process in place. This ensures you’re buying from reputable businesses.
How to make a purchase on TikTok Shop
If you’ve got your eye on a product on the platform, there are some steps you’ll need to follow to make your first purchase. Make sure you’ve taken all the necessary safety precautions first so that you’re confident in the legitimacy of the store.
1. Open the TikTok app
Open the TikTok app on your mobile device, and check that it’s updated to its most recent version. It’s recommended the app is updated at least once a month to access the latest features, fix bugs, and conduct performance improvements.
As things stand, TikTok Shop is only available in certain regions (including the US, the UK, Indonesia, Malaysia, Thailand, Vietnam, and the Philippines), so you’ll need to check beforehand if your country is supported.
2. Decide what you want to buy
The next step involves deciding what you’d like to buy. There are several different ways to find products on TikTok Shop. These include:
- Shoppable ads: Shoppable ads can be found in users’ feeds with scannable product details. Clicking on these will add them to your cart to purchase later during checkout.
- Shop tab: You can also purchase products via the dedicated TikTok Shop tab - a centralized marketplace where you can browse different products. Here, you can view and filter through all the different categories to find specific items.
- Shoppable Reels: Just like Live streams, creators can also showcase products in Reels, integrating product details and tagging them in the video.
- Live Shopping: One of the most popular ways creators plug their products is via Live Streams. Buyers can click directly on a product link inserted by a creator during a stream. The item will automatically be added to your cart, allowing you to check out using the app itself.
3. Add to cart
After you’ve chosen the item you’d like to buy, simply click "Add to Cart" or "Buy Now" if you want to proceed directly to checkout.
Then, click on the cart icon located in the top right-hand corner of the screen. Here, you can review your order, and be asked to add in personal details like name, email, address etc…
TikTok Shop will also require your preferred shipping method and payment option.
4. Time to pay
Now that everything is ready to ship, it’s time to pay for your order. There are multiple ways to pay on TikTok Shop, including credit or debit cards, PayPal, Apple Pay, Google Wallet, or Klarna if you decide to pay in installments (depending on your region).
For maximum security, use TikTok's integrated payment gateway.
5. Order confirmation
That’s it! Once your payment is fully processed, check your inbox for a notification email from TikTok Shop confirming your order.
Your confirmation email will come with a unique tracking number allowing you to follow your parcel’s journey. The seller will also send you a separate email letting you know once the parcel has been shipped out.
Most common TikTok Shop scams
Though TikTok Shop is considered a safe place to shop online, buyers should still be aware of some of the most common scams to look out for. Scam awareness helps empower buyers to make informed decisions about their purchases and protect their accounts from fraudulent activity.
Misleading product information
When you shop for an item on TikTok, some users will post misleading images that don’t give a true representation of what the item looks like. They may use stock photographs exaggerating the quality of an item that may appear very different in real life.
Beauty products are an example of this. Sometimes, brands will use unrealistic filters for personal care or beauty products. These may not represent what the item looks like in natural, unfiltered lighting.
Fake products
Some shops will advertise name-brand items that actually turn out to be counterfeit upon closer inspection. This is particularly prevalent with popular fashion-based items, like footwear, handbags and other accessories.
Counterfeit items are often priced suspiciously lower than authentic items, and listings usually contain blurry or limited photographs.
Phishing scams
Phishing scams involve the use of social engineering to trick people into handing out personal information. One of the most common phishing practices involves creating a website designed to look exactly like TikTok Shop, or other well-known, trusted, affiliated pages.
Buyers will input personal details into the fake website, which the attackers can then use to make fraudulent charges or steal the victim’s identity.
Products never delivered
This is another common scam and involves the non-delivery of an item after it’s been ordered.
A buyer may purchase an item online, for which the seller has accepted payment, but never actually receive the product in question. The fraudulent account might deactivate their account after the purchase so that it’s impossible for the customer to take further action.
Sketchy return policies
Scammers might sell items with unclear or confusing return policies. Even if an item is clearly damaged or isn’t working as it should, sellers with vague or non-existent return policies can make it impossible for buyers to get their money back.
Why is TikTok Shop so cheap?
One of the reasons why people are weary of making purchases on TikTok Shop is because many of the items are incredibly cheap. There are several explanations as to why this is the case:
🎁 Promotional funding: TikTok invests heavily in promotions to attract new customers. These typically include coupons, special deals, and free delivery for first-time buyers. Because of these extensive promotional efforts, products appear a lot cheaper than they actually are.
✈️ Direct manufacturer access: Many sellers on TikTok source their items directly from manufacturers or drop shipping suppliers. Manufacturers are often located overseas in China, where the production costs are significantly lower. Without any middlemen, sellers are able to supply consumers with competitive prices they’d struggle to get elsewhere.
💸 Lower commission rates: TikTok sellers don’t have the same expensive overhead costs displayed by other e-commerce websites like Amazon and eBay. This is because TikTok charges its sellers lower commission rates. Sellers can then afford to list items at reduced prices.
🛍️ Promotions and flash sales: TikTok offers a hoard of discounts, influencer collaborations, and flash sales specifically designed to attract buyers quickly and create viral marketing opportunities. This helps to drive the prices down on a wide variety of products.
😊 User-generated content: TikTok encourages user-driven content showcasing bargain products bought from its store. This builds excitement and encourages viewers to cash in on similar ‘bargains’ themselves, furthering the affordability factor associated with TikTok Shop.
How to stay safe on TikTok Shop
To stay safe on TikTok Shop and avoid some of the scams mentioned above, there are some essential precautions to take before making any purchases.
Check seller reviews and ratings
Before making any purchases on TikTok Shop, you should make sure to thoroughly research the seller. Customer reviews are a good place to start (the more reviews the better), and these will give you an unbiased view of the reliability and quality of their items.
TikTok’s trusted sellers will have a long history of positive feedback, and will usually display a significant number of sales.
In addition to checking customer feedback, it’s important to choose sellers who have Verified Seller Badges. Sellers with a badge have to go through a verification process on TikTok, which involves inputting their business name, country, and company website.
This gives an added layer of credibility to shop owners.
Evaluate product listings
One of the most important safety tips for online shopping involves evaluating product listings. Make sure to read product descriptions thoroughly, making sure they match the product you’re looking for. Avoid items with unclear or incomplete descriptions - these could indicate misleading products.
Studying product photographs is another important step. Ideally, products should have multiple images taken from different angles, so that you’re able to identify any potential flaws. Avoid listings with blurry images or ones that only display stock photos.
Pay securely
To ensure your data is protected, complete all transactions within TikTok Shop's official payment gateways. Avoid any off-platform transactions, which can indicate scams.
Be clear on refund/return policies
Before you purchase any item on TikTok Shop, make sure you’re clear on the return and refund policies. Some sellers might have unclear or strict returns policies, which can make it difficult to get your money back if a product doesn’t fulfill your expectations.
By reviewing the store’s policies, you'll feel secure in knowing you can return any items that are faulty or damaged. Knowing your buyer’s rights will empower you to shop more confidently online in future.
Practice caution
If a deal seems too good to be true, compare the item’s price with other online stores to assess its reasonability. Though TikTok often holds discounts and flash sales, excessively low prices could indicate counterfeit products.
Stay wary of phishing links that try to redirect you to sites outside the platform.
Troubleshooting TikTok Shop
If you do encounter any issues while shopping on TikTok, there are some steps you can take to expedite a resolution. These are:
- Contacting TikTok Shop Support: TikTok’s storefront has a support team ready to deal with any questions or concerns. If you require assistance with orders, payments, or returns, TikTok’s support team can assist you through every step of the journey.
- File a dispute or complaint: Should you ever need to escalate an issue, TikTok allows shoppers to file a complaint or dispute on the channel. The support team will step in and enforce actions against sellers who violate their guidelines.
Can anyone sell on TikTok Shop?
Perhaps you’ve been considering starting your own shop on TikTok for a while, and you’re wondering what the guidelines are for prospective sellers.
Anyone can sell on TikTok, as long as they meet the minimum age requirements and reside in an eligible country. If you want to make some serious cash, there are some ways to maximize your earnings on the platform. These include:
📈 Researching trends: Trend analysis is an important factor when it comes to promoting your shop on TikTok. Participating in trends can help you stay relevant, and enhance your visibility on the platform. More trending content = more shop visits.
🎥 Creating high-quality content: If you want to be successful on TikTok, your content needs to be engaging and produced to a high standard. TikTok’s algorithm favors high-quality videos, enhancing your visibility and virality. This is especially important considering many TikTok transactions are made via in-video links, so you need to set a good impression.
🎬 Run campaign ads: Your content can only take you so far. If you want your shop to receive the maximum views, running TikTok campaign ads can be useful in securing a wider reach.
🤝 Build your community: As you dedicate more time to the platform, you’ll start to build your own following. Interact and engage with your followers as much as possible to create your own TikTok community. Viewers will want to show their support and loyalty to their favorite creators by buying merch.
If you want to find out how to set up your own TikTok Shop, check out this complete guide that takes you step-by-step through the whole process, leaving no stone unturned.
Want to become a successful TikTok seller? Get expert advice with Whop
TikTok Shop can be an excellent stream when done right. With 1.58 billion active users, your earning potential is massive. However, it’s difficult to know where to get started, even after following the tips outlined above.
To really maximize your money-making potential, you need to put in the groundwork first to learn everything you can about TikTok - and courses are the best way to do this.
Whop offers clear, expert-led course content that can show you how to start earning money immediately. Choose from a range of different programs that teach you everything you need to know about TikTok Shop, including picking the products with the highest conversion, creating viral TikToks and getting brand deals.
So, don't waste time trying to go it alone - learn from those who have already found huge success on the platform.
There are new TikTok courses and communities being added every day - so make sure to check back frequently to discover the latest money-making resources.
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FAQ
What is the most sold item on TikTok Shop?
There have been several products sold on TikTok Shop that have gone viral. However, most of the top products featured in the storefront include clothing and beauty items.
How do you know if a TikTok Shop is legit?
There are several ways to ensure the legitimacy of a TikTok shop. Reading customer reviews, checking for verification badges, and checking seller ratings are all important. Avoid shops which don’t feature any customer reviews or give vague product descriptions.
Is TikTok Shop worth it?
TikTok Shop is worth browsing if you’re looking for deals, viral products, or unique items. However, it’s important to compare product prices, read customer reviews, and ensure the reliability of sellers before making any purchases.
How do I access someone's TikTok Shop?
If you want to locate a certain creator’s TikTok storefront, there are a few simple steps you’ll need to follow.
- Open the TikTok app.
- Visit their profile.
- Tap the shop icon located right above their username.
Is TikTok Shop free?
TikTok Shop is completely free to set up, but transaction fees are applicable per sale. The exact fee depends on your area, but in the US, the commission fee is 1.8% for the first 90 days and increases to 5% after those 90 days are up.
