How to sell your DTC product on TikTok shops

TikTok Shops is being dubbed ‘the Amazon killer’, and in my unbiased opinion, I believe this wholeheartedly.

Social commerce is going to be the future of online retail. Why wouldn’t it? You can now watch a short-form video of a creator/influencer unboxing and reviewing a product, and purchase the same product directly from the app without having to land on a different website.

If you’re hesitant to buy the item, you can simply view the comment section to read what other customers and potential customers are saying. Now that’s social proof.

With all that being said, brands NEED to take advantage of TikTok Shop before their competitors do. Not that it’ll be the end of the world, but hey, who doesn’t like a first-mover advantage in a rapidly growing sales channel?

To successfully sell on TikTok Shop, you'll need to understand the platform's unique blend of social media and e-commerce capabilities.

Here's a step-by-step guide to help you maximize your sales potential on TikTok Shop for your e-commerce brand:

1. Understand TikTok Shop

TikTok Shop is an integrated shopping feature that allows users to browse and purchase products directly through the TikTok app. It includes various tools for merchants to promote and sell their products directly to TikTok's audience.

2. Set Up Your Seller Account (If Eligible)

Eligibility: Ensure you meet the eligibility requirements to become a seller, typically including location-specific criteria and the need for a business license.

As of April 3, 2025, TikTok Shop is only available in the United States and a few countries in Asia.

This is sad news for ANZ, Canadian, and UK sellers, but there is no doubt that TikTok will roll this out globally when the time is right. TikTok has recently filed a trademark in Australia for “TikTok Shop”.

If you’re lucky enough to live in a country that supports TikTok Shop, simply sign up for a TikTok Shop seller account through the TikTok Shop Seller Center.

You may be asked to verify your business by submitting business documentation.

3. Product Page Optimization

Use compelling visuals that showcase your products effectively through images and videos.

Remember, this is social commerce inside a short-form video app. TikTok is a visually-driven platform, so attractive, high-quality images and UGC (user-generated content) videos are crucial to your success on TikTok Shop.

Write clear, engaging product descriptions that highlight key features and benefits. Use keywords strategically to improve visibility within the TikTok Shop SEO (Search Engine Optimization).

Finally, set competitive prices by researching what similar products are sold for on TikTok and other platforms. If you’re a seller on Shopify or another e-commerce platform, you may want to match your pricing.

4. Leverage TikTok’s E-commerce Features

Utilize TikTok's live streaming feature to showcase products live, engage with viewers, and drive sales in real-time. You’ll be surprised how lucrative this is. This livestreamer made $18M in one week through TikTok Shop. Impressive stuff to say the least.

Participate in relevant challenges and use popular hashtags to increase the visibility of your products and expose yourself on the FYP (for-you page). You can also offer promotions, discounts, or exclusive deals to encourage viewers to purchase from your screen.

5. Engage with Your Audience

Regularly interact with your followers through comments, likes, and shares. Engagement can boost your visibility and drive sales, thanks to the TikTok algorithm.

The final step in how to sell on the TikTok shop is to listen to Feedback. Listen to customer feedback and adapt your offerings accordingly, as this can help improve your product range and customer satisfaction.