TikTok Shop blocks 2m sellers and 37m products


TikTok has released its first ever TikTok Shop Safety Report, which details its investment in keeping TikTok Shop safe, as well as sharing some specific data points for the first time that shows its commitment to the safety of the platform.

Since 2021, TikTok Shop has expanded from Southeast Asia to the United Kingdom, and most recently, to the United States in 2023, growing a community of more than 15 million sellers around the world. If you want to sell on TikTok Shop you should expect:

  1. All sellers to provide documentation to verify their identity, business type, and their eligibility to operate that business. TikTok scrutinize these applications closely to comply with all applicable regulations.
  2. Once a seller is approved, they are placed on probation for a period of time, meaning there is a period of time where merchants can learn the rules and be eased into their experience on the platform.
  3. Enforcement of TikTok Shop policies, which are available through our Policy Center and apply to both sellers and creators. The TIkTok community can also report any content that they believe breaks rules for review.

TikTok Safety: July – December 2023

So just how big is TikTok Shop and how are they enforcing safety?

Onboarded 6 million sellers – Declined 2m seller registrations

TikTok Shop now has more than 15 million sellers worldwide, and added more than 6 million in the second half of 2023. As part of that onboarding, they took every one of those sellers through a verification process and checked their products before allowing them onto the platform. 2 million sellers were declined.

7,500 Dedicated professionals

In 2023, TikTok invested more than $400m in platform safety, and have built a team of more than 7,500 people to keep TikTok Shop safe. This demonstrates the commitment they have made to keeping TikTok Shop a safe, secure and positive experience for their community.

Blocked 37m products from being listed

As part of their pre-listing enforcement, between July – December 2023 TikTok blocked more than 37 million products before they even went live on the platform, helping to keep the community safe from products that don’t meet their policies.

As we expand TikTok Shop to new markets and grow our community, we are committed to being transparent about our efforts to keep the platform safe. We have invested heavily in tools, technology and people to build a shopping experience that people can trust, and we will continue to develop our policies, processes and enforcement so that people can enjoy a safe experience when they use TikTok Shop.

– Jan Wilk, Head of Operations, TikTok Shop UK

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