A Seller's Guide to TikTok Shop

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Thinking about joining TikTok Shop? Maybe you're already selling there? Either way, you're in the right place.

TikTok Shop is more than just a buzz – it's a game-changer for sellers looking to make waves online. But it's not

So grab a coffee and dive in as we walk through the essentials to get your products in front of TikTok’s global audience.

1. Getting Started on TikTok Shop

Choose Your Star Products

The first step on TikTok Shop? Picking the right products to promote. We call them “hero SKUs” — those must-have items with real potential to go viral. Ideally, choose 2-5 key products (or SKUs) that showcase novelty, exclusivity, or great value.

Setting Up and Optimizing Listings

Setting up your TikTok Shop can be tricky, especially with the approval process, but don’t be discouraged! Brands with over ￡1M in annual sales might even qualify for a dedicated TikTok Account Manager.

After you’re approved, listing and optimizing your products becomes your priority. For those using Linnworks, integration is seamless, but if not, you may need a middleware tool to link your backend to TikTok Shop.

Building Early Momentum

Once you’re live, the goal is momentum. Start by offering free samples of your hero SKUs and setting up affiliate commissions. In this early phase, it’s not about margins; it’s about visibility. Here are some tactics to get rolling:

• Offer generous commissions (30%+)
• Partner with influencers to get the word out
• Support your affiliates’ ad spend to give content an extra push

Remember, the first few months are an investment, but if you build solid momentum, it will pay off down the road.

2. The Power of Affiliates and Samples

When it comes to affiliates, two methods work well:

1. Pay & Spray: Send samples to as many high-potential affiliates as possible.
2. The Coaching Method: Build relationships with affiliates that align with your brand and work closely with them over time.

For Warrior Supplements, combining these approaches helped them rake in over ￡1M on TikTok Shop in just three months!

Live shopping on TikTok is huge. If you can nail your live selling approach, it’s a golden opportunity to engage directly with your audience. A few pointers:

• Set the Scene: An engaging backdrop and a great host can make a difference.
• Aim for Success: Brands hitting ￡500 in GMV per hour find live selling scalable, so keep that in mind as you plan.

Give Me Cosmetics, for example, hosted a live that generated six-figure revenue and gained 10,000 new followers in one go!

3. Creating Content That Works

Commit to the Platform

Brands that thrive on TikTok are all-in. Whether that means hiring a team or partnering with an agency, consistency and quality are essential. If an in-house team isn’t possible, affiliates are a cost-effective way to keep your content rolling.

Raw and Authentic Videos

TikTok is all about authenticity. Polished isn’t always better — genuine, relatable content can resonate much more.

Showcase your products in real-world settings, tell stories through quick clips, and encourage interaction with polls or challenges.

Case Study: The Beauty Crop

The Beauty Crop leaned into live shows on TikTok, launching with exclusive products and training via Highlands’ Live Training. The results? A 5x boost in views and a 37% rise in repeat purchases!

4. Harnessing the Creator Network

What’s the Creator Network?

The Creator Network connects you with TikTok influencers and agencies that know the platform inside and out. These creators are your gateway to TikTok-savvy audiences, and the Network offers them resources for content creation, advertising, and analytics.

Why Join?

If you’re a content creator, joining the Network gives you access to top-tier agencies and insights. Brands benefit too, with access to influencers who understand how to boost visibility and drive sales.

What’s a TikTok Diamond?

Diamonds are a virtual currency that influencers can earn in live sessions. Viewers buy coins, exchange them for gifts, and those gifts turn into Diamonds. Every 200 Diamonds = $1, so with enough support, it’s a great way for influencers to earn while engaging.

5. Advertising Like a Pro on TikTok Shop

Grabbing Attention

The first few seconds of your ad matter. Bright colors, bold hooks, and quick cuts work wonders. Think of something like, “You won’t believe this…” or “Check this out!” — anything that makes viewers stick around.

And rememeber, TikTok is a sound-on platform, so don’t forget to add trending sounds or popular songs. Align audio with visuals to create an experience viewers remember.

Native Feel

Ads that feel like natural TikTok videos get more traction. Focus on seamless transitions, casual storytelling, and user-generated content (UGC) to keep things engaging.

6. Streamlining Fulfillment

Simply listing your products isn’t enough — you need to fulfill orders effectively. Here are two approaches:

1. DIY Fulfillment: TikTok provides shipping labels, but you’re on your own for storage and packing. This gives control but demands time and resources.
2. Partnering with a Fulfillment Provider: TikTok offers Fulfilled by TikTok, but for more flexibility, consider a provider like ShipBob. This allows you to streamline fulfillment for all sales channels and benefit from custom packaging and inventory distribution.

Fulfillment partners like ShipBob offer real-time analytics, strategically located warehouses, and seamless tech integrations, making them a great option for long-term scaling.

Conclusion

TikTok Shop offers an incredible opportunity to blend content and commerce, letting brands connect with a massive, engaged audience in a fresh, authentic way. And with Linnworks’ native integration, managing your TikTok Shop becomes seamless. From inventory to orders, Linnworks keeps everything in sync in real time, so you can focus on engaging your audience and driving sales without the hassle of manual updates.

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