What Every Brand Should Know Before Launching on TikTok Shop

TikTok Shop has transformed how brands connect with consumers. It’s not just a marketplace, it’s a dynamic content ecosystem where entertainment drives conversion. Here are some key things you need to know before going live.

Hit 30 Orders In Your First Month

Your Shop Performance Score (SPS) is calculated after you reach 30 orders within the first 90 days. A score of 3.5 or higher unlocks powerful growth tools, such as affiliate marketing, campaigns, flash deals, shop ads, and TikTok-Funded Promotions. These benefits aren’t optional, but they’re essential to building momentum. A high SPS signals to both customers and affiliates that you’re a trustworthy seller and partner. Get to 30 orders, even if it means buying your products. It’s a strategic investment in your launch.

Invest In Affiliate Partnerships

Affiliates are the lifeblood of TikTok Shop. To attract and retain high-performing creators:

• Budget for free samples. Refundable samples, while less risky for you, can be a red flag for Affiliates. Plan for sustainable no-strings-attached sampling.
• Offer competitive Affiliate commissions. Affiliates know their worth, and low rates won’t cut it.
• Allocate time and staff to engage with affiliates. Prompt responses and relationship-building will go a long way.
• A strong affiliate strategy isn’t just about logistics. It’s also about building trust, collaboration, and long-term growth.

Don’t Forget Your Brand’s Content

While affiliates can amplify your reach, your own TikTok content is the foundation of your brand’s presence. TikTok Shop is a content-first platform, so treat your channel as a storytelling hub and not just a product catalog.

• Posting consistently (3–5 times per week) on TikTok keeps your brand active in the recommendation system, helping the algorithm test, learn, and deliver your content to the right audiences.
• Your content will establish your brand’s voice. It sets the tone for how your brand is perceived and can even give Affiliates a creative reference point.
• Maintain a steady stream of your posts alongside affiliate content to ensure you show up in more places, such as customers’ FYPs, more often.
• Become a TikTok native. Immersing yourself in the platform’s culture helps you understand trends, creator language, and what resonates with your audience.
• Your channel is your brand’s stage on TikTok. Use it wisely, and you'll spark connection, loyalty, and hype.

Boost Your Content, Don’t Just Rely On Organic

TikTok is saturated with shoppable content. Even great content can get lost in the noise.

• Set aside an ad budget to boost shoppable videos and livestreams.
• Think of boosting as amplification and not a replacement for organic reach. Paid visibility helps your best content reach the right consumers faster.
• Avoid reducing affiliate commissions when boosting their posts. It’s tempting to optimize margins, but creators will notice, and this can damage trust.

If you want your products to stand out, you need to invest in visibility.

Partner With A TikTok Service Partner (TSP)

Launching solo can be overwhelming. TikTok Service Partners (TSPs) like LiveCraft offer expert guidance.  They help with setting up your shop, creator matchmaking, and campaign strategy. Most importantly, they have a direct line to TikTok, which is invaluable when staying ahead of your competition and when issues inevitably arise.

A good TSP will guide you through everything you’ve just read, and much more. This is just the tip of the iceberg.

Whether you're a startup or an established brand, success comes to those who quickly learn that TikTok Shop is not a passive platform. TikTok Shop rewards those who treat it like a stage, not a storefront. Success comes from storytelling, creator collaboration, and strategic investment. So plan your debut accordingly!