All TikTok Shop sellers providing customer service
TikTok Shop sellers must provide professional, accurate customer service and use TikTok Shop Chat as their primary support channel. You're responsible for managing your customer service team's access and activities, and you must set your shop's operation hours so customers know when you're available to respond.
Requirements
Communicate professionally and provide accurate information in all customer interactions
Use TikTok Shop Chat for customer service and ensure you can be reached through it
Manage your customer service team's account access, permissions, and all communications
Set your shop's operation hours in the Seller Center so customers see your availability
Why it matters
Poor customer service communication or unavailability can damage customer trust, lead to disputes, and may result in account restrictions or shop suspension.
You cannot use, promote, or help others use copyrighted or trademarked materials without permission. This applies to any protected content like images, text, software, or other materials that belong to someone else.
Requirements
Do not transmit texts, images, photos, or software protected by copyright or trademark
Do not violate or encourage others to violate intellectual property rights
Do not enable the violation of others' personal rights
Only use content you own or have explicit permission to use
Why it matters
Violating this rule can result in listings being removed, account suspension, or legal action from rights holders.
TikTok Shop sellers must protect customer personal data and cannot engage in deceptive practices, send malware, or violate intellectual property rights. You cannot share, misuse, or expose customer information like names, phone numbers, addresses, payment details, or identification numbers without proper authorization.
Requirements
Do not collect, store, or share customer full names, phone numbers, email addresses, delivery addresses, or payment information without authorization
Do not send viruses, malicious code, or malware to customers
Do not violate or enable violations of intellectual property rights (copyrights, trademarks)
Do not deceive customers to gain unlawful advantages
Why it matters
Violating data privacy or intellectual property rules can result in account suspension, legal action, and loss of customer trust and sales.
You cannot send customers links, payment details, contact information, or messages directing them to complete purchases outside of TikTok Shop. This includes sharing external websites, QR codes, bank account details, or promotional offers that bypass the platform.
Requirements
Do not share unauthorized third-party links, bank accounts, or payment accounts with customers
Do not include QR codes, email addresses, or offline store contact information in videos, product descriptions, or direct messages
Do not prompt customers to buy through external websites, usernames, or links
Do not share off-platform promotions like discounts or wholesale pricing
Why it matters
Violations can result in account suspension or shop closure, as TikTok needs to protect transactions and prevent fraud on its platform.
TikTok Shop prohibits sending unsolicited promotional messages to customers, including spam and repeated advertising without their consent. You cannot direct customers to make purchases off-platform or solicit/reward positive reviews through the platform's messaging system.
Requirements
Do not send SMS messages unless customers explicitly opt in off-platform
Do not prompt customers to purchase via external links, usernames, websites, or by sharing contact info in videos, product descriptions, or direct messages
Do not share off-platform promotions (discounts, free shipping, wholesale prices) in messages
Do not use TikTok Shop Chat to solicit, incentivize, or offer rewards for positive reviews
Why it matters
Violating these rules can result in account restrictions or suspension, and damages customer trust and your shop reputation.
All information you send to customers must match what's on your product detail page and be truthful. You're legally responsible for any confusion, disputes, or harm caused by unclear, incomplete, or inaccurate product information.
Requirements
Information must be accurate and consistent with product detail pages
Immediately correct any inaccurate product information
Do not use misleading or fraudulent language (e.g., false promises of better prices or warranties for deductions)
Do not send SMS messages unless customer explicitly opted in off-platform
Why it matters
Inaccurate or misleading information can result in customer disputes for which you bear full responsibility, and may violate platform policy leading to account penalties or delisting.
All TikTok Shop sellers handling returns and refunds.
Sellers must adhere to the cancellation, return, and refund instructions on their product pages. They cannot change their return policies after an order is placed and must respond quickly to customer inquiries. All returns and refunds should go through TikTok Shop, and sellers must provide accurate product information.
Requirements
Follow the return and refund terms shown on product pages.
Do not change service conditions after an order is placed.
Handle customer inquiries and complaints promptly.
All return requests must be processed through TikTok Shop.
Why it matters
Failure to comply can lead to disputes and affect seller reputation.
You must respond to at least 90% of customer messages within 24 hours, and your responses must actually address what the customer asked about—not just say "Hi." If you use a chatbot, you don't have to respond on weekends, but any weekend messages must get a meaningful answer by Monday at 12 PM your local time.
Requirements
Maintain at least 90% response rate within 24 hours over a 7-day period
Responses must meaningfully address customer inquiries (casual greetings don't count)
With chatbot enabled: no weekend requirement, but weekend messages need answers by Monday 12 PM local time
Fully automated chatbot conversations without seller transfer are excluded from this metric
Why it matters
Failing to meet the 90% response rate standard can result in account penalties, reduced visibility, or suspension from TikTok Shop.
TikTok Shop sellers evaluated on customer service performance
TikTok Shop uses your Account Health Rating to measure how well you follow seller policies and performance targets. If you fail to maintain required customer service rates, you face enforcement actions like point deductions, message blocking, or listing removals. You can appeal enforcement decisions through Seller Center.
Requirements
Maintain required customer service response/handling rates
Automated responses, TikTok-handled inquiries, and Holiday Mode chats are excluded from evaluation
Failure to meet required rates triggers violations and enforcement actions
Appeals can be submitted via Account Health Rating page in Seller Center
Why it matters
Poor customer service performance directly damages your Account Health Rating and can result in message blocking or delisted products, which hurts your ability to sell.
TikTok Shop sellers handling customer disputes about product quality, incorrect orders, refunds, or returns
When a customer disputes an order after purchase, you must handle it through TikTok Shop's aftersales dispute system within specific timeframes. TikTok Shop will review both sides' evidence and make a binding decision, which you must follow—but you can appeal within 30 days if you have new evidence.
Requirements
Disputes must be filed within the acceptance period (10 calendar days after seller rejection of a previous dispute)
Only disputes for valid transactions on TikTok Shop are eligible; disputes must involve verified TikTok Shop buyers
You must follow TikTok Shop's final decision; you may appeal within 30 calendar days with relevant evidence
Disputes are ineligible if there's already an ongoing return/refund, two previous disputes for the same product were closed, or either party breaches a prior agreed resolution
Why it matters
Failure to comply with dispute requirements and timelines can result in forced refunds, account penalties, or loss of seller credibility on the platform.
