TikTok Shop has released updated Affiliate Marketing (Seller & Product Qualification) Guidelines. These changes are designed to ensure a more trustworthy shopping environment and give consumers confidence when purchasing via TikTok Shop.
Key Date:
Key highlights
What’s Affiliate Marketing on TikTok Shop?
- A commission-based program where sellers list Affiliate Products.
- Creators can apply to promote products (open collaboration) or be invited directly (targeted collaboration).
- Sellers set commission plans and TikTok Shop may recommend products to creators.
Access & eligibility
- All sellers can view the Affiliate Marketing page in Seller Center.
- Eligibility depends on daily shop and product performance metrics.
- TikTok Shop may restrict or disqualify sellers/products if qualification requirements are not met.
Qualification requirements
Shop metrics
- Store rating: Minimum 2.5
- Counterfeit violation points: Zero in the past 60 days
Product metrics
Negative review and return/refund thresholds are measured over 30 days and require at least 5 reviews/returns to be considered.
| Metric | Electronics | FMCG / Fashion & Lifestyle | Notes |
|---|---|---|---|
| Negative review rate (30 days, ≥5 reviews) |
< 1.5% | < 1.2% | Measured when product has at least 5 reviews |
| Seller-fault return & refund rate (30 days, ≥5 returns) |
< 10% for all categories | Applies across categories | |
Restriction & disqualification
Restriction
If thresholds are breached, sellers cannot create new affiliate plans for that product or shop until performance improves.
Disqualification for shops
- Store rating < 2
- Three or more counterfeit-related violations within 60 days
- Account deactivation (permanent disqualification)
Disqualification for products
- Negative review rate ≥ 2% (Electronics) or ≥ 1.4% (FMCG, Fashion, Lifestyle)
- Seller-fault return & refund rate ≥ 10%
- Product delisted or frozen for policy violations (permanent disqualification)
What this means for sellers
- TikTok Shop monitors performance daily — affiliate eligibility can be switched off at any time if standards aren’t met.
- Once disqualified, old commission plans are terminated and cannot be reinstated.
- High complaint volumes (for example, empty parcels or suspected fraud) may trigger restrictions.
Next steps for sellers
- Audit store performance: Regularly check ratings, returns, and review rates in Seller Center.
- Clean product data: Ensure listings are accurate, compliant, and transparent.
- Strengthen QC & packaging: Reduce returns and negative reviews by improving quality control and packaging processes.
- Use targeted collaboration: Work with reliable creators to reduce dispute risk.
- Stay updated: Monitor Seller Center for future guideline revisions.
Source: TikTok Shop University
