How to sell on TikTok Shop in 2025 TikTok Shop is revolutionising the way shoppers buy and discover products. Here’s how to use the platform to grow your business in simple steps. Written by Isobel O'Sullivan Published on 22 August 2025 Our experts We are a team of writers, experimenters and researchers providing you with the best advice with zero bias or partiality. Written and reviewed by: Isobel O'Sullivan Want to make money fast with an easy new business? 2025 is a great time to tap into the booming print-on-demand (POD) market. But what steps do you need to take to get hot off the press? Head here to find out more The barrier to selling online has never been lower, driven largely by the rise of social commerce platforms like TikTok Shop.While free ecommerce website builders offer sellers a user-friendly way to establish an online presence, TikTok Shop is the perfect stepping stone for entry-level sellers, boasting a built-in audience and integrated discovery features that seamlessly blend shopping with entertainment.This new form of ecommerce is catching on fast, too. TikTok Shop is currently growing four times faster than the overall ecommerce market, making now an ideal time to become a TikTok seller and cash in on the rising demand. Fortunately, selling with TikTok Shop is simple, especially if you’re already familiar with the platform. Whether you’re a serial scroller or TikTok newbie, this guide explains everything you need to know about becoming a successful TikTok Seller, including how to optimise your listing and leverage features like TikTok Live. In this guide, we'll cover: What is TikTok Shop, and how does it work? How to set up a TikTok shop in the UK How to optimise your product listings for TikTok What is TikTok LIVE? What are the pros and cons of TikTok Shop? What is TikTok Shop, and how does it work? If you’re a TikTok user, you’ll already be familiar with products and brands popping up on your feed, and might even be guilty of a purchase or two. However, if you’re unfamiliar with the platform, TikTok Shop is an in-app ecommerce platform that allows businesses to sell products directly to users. Rather than directing users to an external website, the platform seamlessly integrates shopping options into the user’s entertainment feed, revolutionising the way consumers discover and buy products. TikTok Shop allows businesses and creators to tag products in their short videos or host live shopping streams. When scrollers see something they like, they’re able to tap on a link or product tag directly and buy the item without even leaving the app. This in-app checkout process significantly shortens the path from discovery to sale, making it easier for businesses to capitalise on impulse purchases. TikTok Shop is part of a new wave of social commerce apps that are disrupting traditional ecommerce. The platform differs significantly from established online marketplaces like Amazon or eBay, which rely on a search-based customer journey. Instead, TikTok Shop is a discovery-based platform. Its algorithm presents users with products they might be interested in based on the content they already enjoy, rather than requiring them to search for specific terms.It’s this targeted approach that has helped the app grow so fast, offering significant opportunities for businesses that can utilise it well. How to set up a TikTok shop in the UKTikTok Shop’s straightforward set-up process makes it easy for you to get selling quickly. Here’s how to get up and running on the platform in a few simple steps. Step 1: Create a TikTok seller accountFirst, you’ll need to register as a TikTok Shop seller through the TikTok Shop Seller Centre. You’re able to manage this process by using your existing TikTok account, preventing you from having to set up a new account from scratch. The information you enter during this stage will depend on what type of business you’re registering. For example, if you run an individually-owned business, you’ll need to upload images of your UK passport or driver’s licence, and a proof of address like a utility bill or bank statement.If you’re doing it on behalf of a corporation, however, you’ll need to enter the company’s name, registration number, and date, as well as proof of a UK address. After you’ve submitted your documents, you’ll have to wait up to 24 hours for your account to be verified.Step 2: Add your productsAfter your account has become verified, it’s time to begin adding products to your shop. You can do this in the Sellers Centre, in a couple of steps: Go to the Products tab Click on Manage ProductsClick on the Add New Product buttonYou’ll then be guided through a form and asked to enter detailed information about each product you upload. This includes the product name, category, brand, and a description of at least 500 words. Now, it’s time to add your media. It’s recommended to add at least five high-resolution (at least 600×600 pixels), watermark-free images, and the main image should clearly display the front of the product. You’re also able to upload one video per listing, up to 5MB in size, to give customers a clearer understanding of the product.Step 3: Set up fulfilment and deliveryNext, you’ll have to set up your delivery preferences. TikTok Shop currently offers two main shipping options for UK sellers: “Ship by Seller” or “Ship by TikTok”. Ship by Seller: if you choose this option, you’ll be responsible for packing and dispatching orders yourself. You’ll have to use a TikTok-approved carrier, such as Royal Mail or DPD.Ship by TikTok: also referred to as “Fulfilled by TikTok”, if you select this default option, TikTok will handle every aspect of the fulfilment journey for you, from storage to shipping.No matter what delivery option you choose, you’ll be responsible for adhering to TikTok’s shopping guidelines. The status of all orders must be updated to “To Ship – Awaiting Collection” within two days of the purchase. To receive a good seller performance rating, packages should also be delivered within five business days. TikTok’s integrated selling features and high engagement make it one of the best dropshipping suppliers. Learn how to boost your products on the app in our guide to TikTok dropshipping. How much does TikTok Shop charge sellers? In the UK, TikTok shop charges sellers a commission fee of 9% for each order. This has increased from the 5% commission the platform used to charge new sellers for the first 90 days of trading. However, TikTok Shop also offers a “Sellers Missions” program, which allows sellers to reduce their fees by creating a target number of TikTok Live or shoppable videos. Sellers will also have to pay shipping fees, which are calculated based on the weight of the product and the delivery location. How to optimise your product listings for TikTokPosting your products only represents one part of the seller’s journey. Finding success on TikTok Shop relies on effective optimisation; here are some tips on getting it right. Make your videos sellTikTok is a visual platform, and with users being inundated with so many videos, it’s important to make yours stand out. Here are some ways to create impactful video content on TikTok Shop:Lead with a strong hook: the first two to three seconds of your video should grab the viewer’s attention. Start with a strong visual, question, or bold text. Show, don’t tell: if possible, demonstrate your product in action with a quick tutorial or action shot.Include a clear call to action (CTA): conclude by telling the viewer what to do next, whether it be by clicking the link in the video or tapping the shopping card icon.Add SEO-friendly titles and descriptionsJust like with traditional ecommerce, search engine optimisation (SEO) helps TikTok Sellers reach potential customers and maximise their discoverability. Get the ball rolling by conducting some keyword research on the platform. You can do this by searching for your focus keyphrase before typing in different words to find relevant, long-tail variants. It’s also advised to use descriptive keywords in your product title and description to help potential users find your products. Use high-quality, on-brand visualsImages speak louder than words on TikTok, making the product images and thumbnails you choose an important part of your performance strategy. When capturing your product, take photos from every angle. If possible, use a combination of in-action and stage shots to give customers a comprehensive understanding of the product’s functionality.It’s also important to follow TikTok’s guidelines strictly. Keep the platform happy by only uploading high-quality visuals that are free from watermarks and promotional text, and meeting the minimum requirements of 600×600 pixels.Leverage TikTok’s algorithmGaming TikTok’s advanced algorithm is critical to your success on the platform. The algorithm favours factors like watch time and completion rate, engagement, and contextual relevance. So, aim to retain the interest of viewers until the end of the video to avoid drop-off rates. Be as descriptive as possible to increase the chances of your content being served to users with similar interests. Finally, when creating the video and adding the copy, lead with benefits. By focusing on what your product can do for a customer, it’s easier to keep them engaged, which will favour the TikTok algorithm.Use hashtags and trends to boost reachTikTok is heavily trend-focused, so another way to help your videos gain traction is by jumping on popular trends. For example, by using popular hashtags that relate to your product niche, from #PerfumeHaul to #lovemyhome, you can maximise your chances of targeting interested buyers. Don’t just go for any popular hashtag, though, as this will appear click-baity and could even harm your video’s performance. Using trending video audio is another effective way to boost your visibility and expose your products to an audience that wouldn’t have been targeted otherwise. You can do this by searching for “viral sounds” in the TikTok Creative Centre before incorporating them into your content. What is TikTok LIVE?TikTok LIVE is a feature that allows creators and businesses to stream video content in real-time with their followers. Working similarly to a TV shopping channel, sellers can use TikTok LIVE to showcase products, talk directly to consumers, and offer exclusive deals. However, the unique selling feature also allows for real-time participation, with users having the option to reply in the chat or react with virtual gifts.TikTok LIVE’s interactive capabilities lend themselves to a wide spectrum of businesses. However, live selling works particularly well for businesses selling highly visual products like those in the beauty and skincare, fashion, and home goods industries. However, making it big on TikTok LIVE isn’t as easy as just hitting record; there are certain techniques you’ll need to use to help keep viewers engaged. Here are just a few:Live product demos: by showing your products in action, viewers gain insight into their real-world applications and get a taste of how effective they are. This technique is particularly effective for goal-oriented goods, like cleaning products.Q&A sessions: answering questions directly from potential customers is a solid way of gaining trust, and it also gives you a chance to address any potential concerns.Behind-the-scenes content: bringing your audience behind the curtains, whether it be with a studio tour or a day in the life, helps to humanise your brand and foster a sense of transparency. What are the pros and cons of TikTok Shop?TikTok Shop offers many advantages for new and established sellers alike. However, the truth is, it won’t be a good fit for every business. Here are some of the platform’s advantages and drawbacks to help you decide whether the social ecommerce app is a good fit for you. ProsFree to use: one of TikTok Shop’s biggest boons is that it’s completely free to use. Unlike traditional online marketplaces like Etsy and Amazon, the platform doesn’t charge users a penny to list products. Low barrier to entry: setting up a TikTok Sellers account and listing products on the platform is straightforward, making it ideal for users with limited technical experience. Built-in audience: selling products with TikTok Shop gives you access to the app’s vast user base, and its sophisticated targeting features connect you with interested customers, saving you the energy of directing traffic yourself. ConsLess control over your page: if you decide to sell on TikTok, you’re forced to sacrifice some control. You can’t edit your digital storefront, and you’re also vulnerable to public customer feedback on TikTok.Time-consuming: to maximise your chances of getting seen on TikTok, you have to invest lots of time into creating engaging, high-quality video content. For example, many successful brands aim to post three to five times a week, which may be simply unrealistic for some businesses. Heavy reliance on the algorithm: TikTok’s somewhat unpredictable algorithm plays a significant role in your sales performance. This makes it hard to maintain stable performance and predict future revenue. How to scale beyond TikTok ShopFor most businesses, selling on TikTok won’t be the end goal; it’ll be a useful launchpad for building a more sustainable, long-term online presence. After you’ve started to gain traction on TikTok Shop and secured a loyal customer base, the next logical step will be to scale beyond it by creating an online store. Thanks to the variety of small business website builders available at your fingertips, this process has become easier than ever. Platforms like Shopify and Squarespace offer code-free ways to launch an online store without paying a premium. They also give you full control over your branding, customer data, and sales channels, making it easier for you to grow your business to new heights. Learn more about how to build and manage an online store in our comprehensive guide to starting an ecommerce business. Share this post facebook twitter linkedin Written by: Isobel O'Sullivan