TikTok Shop is an ecommerce hub built into TikTok. Read all about it in this guide.
TikTok Shop is TikTok's built-in ecommerce hub that lets creators, brands, and everyday sellers turn views into sales without ever leaving the feed. Meaning, you can buy, sell, and make serious money directly inside the TikTok app.
Launched globally in late 2023, TikTok Shop has quickly become one of the biggest shifts in social commerce. It combines short-form content, creator influence, and instant checkout to make shopping feel like entertainment, and earning online easier than ever.
In this guide, we’ll break down exactly what TikTok Shop is, how it works in 2025, who can use it, and how creators are turning it into a full-time income stream.
How does TikTok Shop work?
With TikTok Shop, creators and brands can sell products directly in the app. Buyers can discover, browse, and checkout without ever leaving TikTok, blurring the line between content and commerce.
Sellers can tag products in videos, livestreams, and ads, and manage sales, fulfillment, and analytics, all within TikTok’s ecosystem.
Who can use TikTok Shop?
Anyone over 18 can use TikTok Shop - but how you use it depends on whether you’re buying or selling.
If you’re a buyer, all you need is the latest version of TikTok, a valid payment method, and access to the Shop in your country. Once those boxes are ticked, you can browse products, shop from creators, and check out directly in-app.
If you’re a selling on TikTok, you’ll need a Creator or Business account to list products. TikTok also reviews your account for eligibility, things like follower count, posting consistency, and content quality. Sellers must meet regional requirements too, since TikTok Shop isn’t available everywhere yet.
TL;DR: buyers just need access and payment setup; sellers need the right account type, region access, and audience engagement to qualify.
Is TikTok Shop safe?
TikTok Shop is legit and safe to use.
That said, you should definitely follow a few best practices when it comes to using TikTok Shop, just as you would with any ecommerce platform - use the most trusted and secure payment method available to you, and do your homework on the seller by checking their ratings and reviews.
It’s also important to understand the TikTok Shop return and refund policy before you make a purchase. We can’t really summarize the entire policy document here, but you generally have a 30-day return window following delivery within which to make a claim.
You can also cancel orders up to a certain point in the process, and if your order gets marked ‘delivered’ but you haven’t actually got it, you’ve got 48 hours to request a refund.
For more information read Is TikTok Shop legit?
How can I find TikTok Shop?
You can find TikTok shop directly inside the TikTok app.
Just make sure you’re running the latest version of TikTok, since older versions may not include the Shop feature. Then follow these quick steps:
1. Check Your Account Type. If you want to buy from TikTok Shop you shouldn’t have any problems as long as you’re on a personal account, but as a seller you’ll need a Business or Creator account.
2. Open the TikTok App. The TikTok Shop is in-app, so just fire up the app to get started.
3. Select the Navigation Bar. You’ll find it down at the bottom of the app.
4. Choose Discover or Shopping. You’re looking for a shopping bag or storefront icon, and either of these will get you to the TikTok Shop.
Why can’t I see TikTok Shop?
You may not see TikTok shop if you are under 18 or are outside of the service locations.
The minimum age requirements to use TikTok Shop is set strictly at 18. Sellers or creators who upload ecommerce content are required to confirm that they are 18+, using valid ID (passport, driver’s license, etc.)
TikTok Shop is also available in a very limited set of locations. In 2025, it’s available in the US, UK, Indonesia, Malaysia, Thailand, Vietnam, Philippines, Singapore, Spain, Ireland, France, Germany, Italy, Mexico, and Brazil.
TikTok Shop: 5 ways to buy and sell
There are currently 5 different ways that you can buy (or sell!) on the TikTok Shop and maximize TikTok’s money making potential!
Live shopping on TikTok
One of the most powerful ways of selling on TikTok is during a live stream. This form of content is hugely popular, and creators are taking full advantage by plugging products and linking to them right in the middle of live events. T
his then allows viewers to interact with the creator via comments and purchase directly from vis live shopping with minimal disruption—there’s no need to click away or pause.
Shoppable ads
Shoppable ads can be served to TikTok users in their feeds, allowing them to scan product details and add items to their cart straight away. Again, TikTok ensures maximum streamlining of the process to increase conversion, although as a seller this feature needs to be completed in cohort with Shopify.
Shopping center
Users can also browse the TikTok Shop directly by navigating to TikTok’s Shopping Center tab. They’re still on the app but this section is all about the Shop, and it allows the shopper to view and filter through all the different categories and product ranges on offer.
Product showcase
If you’re a seller on TikTok Shop, you can create curated product showcases on your own Shop profile. This allows you to show off your best stuff to people who visit your profile, and give yourself the best possible chance of making a sale.
Shoppable videos
Just like with live streams, you can also promote products in your videos. By integrating product details and linking and tagging the products to your video, you’re leaning into that seamless shopping experience that the TikTok Shop is all about.
Can anyone sell on TikTok?
Yes! As long as you fulfill TikTok’s minimum age requirements and reside in one of the eligible countries for TikTok Shop, you can apply to become a TikTok seller. Here are some ideas to help you make the most of TikTok Shop as a creator or seller:
- Create quality content. This’ll help you see success on just about any platform, but it goes for TikTok too. If your content is of high quality and creates engagement with your audience, you’ll give yourself the best possible chance of selling your products via the TikTok Shop. Link your products to your videos and streams, and ensure that they’re fun to unbox, discover and use!
- Research TikTok trends. Trend analysis is a big part of the game with any sort of business, and you can ride the wave of the latest trend if you put the time and work in. If your content trends, then your Shop is going to get plenty of eyes.
- Leverage your community. Once your content starts to develop a following, you’ve got yourself a community of your own! If you keep your people engaged and interact with them as much as possible, there’s every chance they’ll want to support you by buying your merch.
- TikTok Campaign ads. Your content isn’t the only way to get your shop seen. You can run TikTok campaign ads to reach even more eyes, but remember that your products will then also need to appeal to buyers who aren’t necessarily engaged fans of yours.
Want to become a successful TikTok seller? Get expert advice with Whop
TikTok Shop is a massive opportunity, but figuring it out alone can be tough. The algorithm changes, trends shift weekly, and what worked last month might not work today.
That's where Whop comes in. Whop is a platform where creators and entrepreneurs run their online businesses, from communities and courses to coaching and digital products.
And right now, some of the best TikTok Shop sellers are sharing exactly how they're crushing it.
Join communities and courses specifically about selling on TikTok Shop. You'll get:
- Real-time strategies from people actively making money on TikTok Shop
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Whether you're just starting out or already selling and want to scale, there's a community on Whop ready to help you level up.
FAQs
What is TikTok Shop affiliate?
This is a program letting creators promote products and earn a commission for every sale made through their unique link. It’s a performance-based model and you need to be 18 years of age and have 5000 TikTok followers to become a TikTok Shop affiliate. Read this article to find out how much TikTok pays creators.
What is the most sold item on TikTok Shop?
It depends, but home and beauty products tend to do well on TikTok Shop. In December 2023, one particular Thermal Brush made over $3m while another similar but cheaper product sold well over 700,000 units.
What is the TikTok Shop commission fee?
The exact fee charged by TikTok depends on your area, but fees were hiked across the board in 2024. In the US, sellers will reportedly be charged 8% effective July 1.
How do I become a TikTok Shop seller?
As long as you fulfill the key eligibility requirements, simply visit shop.tiktok.com and scroll down to choose whether you’d like to sign up as a Seller, a Creator, or a Partner.
