How to sell on TikTok Shop: set up and start selling

Published Tuesday 21 April 2026

Table of contents

• What is TikTok Shop?
• TikTok Shop requirements and costs
• TikTok Shop selling tools and features
• How to create a TikTok business account
• How to set up TikTok Shop
• How to promote on TikTok
• FAQs on selling on TikTok Shop

Key takeaways

• Set up TikTok Shop for free with no listing fees or minimum follower requirements by creating a TikTok for Business account, verifying your identity, and linking a bank account before adding your products.
• Use all three selling tools — shoppable videos, livestream shopping, and the product showcase tab — to reach buyers at different stages of their browsing experience and turn views into sales.
• Create organic content that entertains, educates, or goes behind the scenes of your business before spending on ads, as authentic content builds the audience that drives early sales.
• Make ads feel like native TikTok content by focusing on storytelling, demonstrations, or tutorials rather than hard selling, and test different formats with a small budget before scaling up.

What is TikTok Shop?

TikTok Shop is TikTok's built-in e-commerce feature that lets you sell products directly to customers without them leaving the app. Buyers can discover and purchase your products through shoppable videos, live streams, and a dedicated shop tab on your profile.

This smooth shopping experience means fewer abandoned carts and faster sales compared to redirecting customers to external websites.

TikTok Shop requirements and costs

TikTok Shop is free to set up with no listing fees or minimum follower requirements. You only pay when you make a sale.

To start selling, you need:

• TikTok for Business account: required to access selling features
• Supported region: UK sellers are eligible
• Commission fee: TikTok deducts a small percentage from each completed sale automatically

TikTok Shop selling tools and features

TikTok Shop offers three main ways to sell: shoppable videos, livestream shopping, and a product showcase tab. Each tool helps you reach buyers at different stages of their browsing experience.

Shoppable videos

Shoppable videos let you tag products directly in your content. Viewers tap the product link while watching and purchase without leaving the app.

This works for both organic posts and ads. Tag products in tutorials, unboxings, or styling videos to turn views into sales.

Livestream shopping events

Livestream shopping lets you sell products in real time while interacting with your audience. Viewers can ask questions, see demonstrations, and buy instantly during the broadcast.

Live selling works well for product launches, limited-time offers, and connecting with your audience. You can pin products to the screen as you discuss them.

Product showcase tab

The product showcase tab appears on your TikTok profile as a dedicated shop section. Visitors can browse your full catalogue without watching videos first.

This gives your shop a permanent home on your profile. Customers who discover you through content can return later to browse and buy.

How to create a TikTok business account

A TikTok business account unlocks the selling features and analytics you need to run a shop. Without it, you can't access TikTok Shop, view performance data, or use commerce tools.

Setting one up takes a few minutes. Here's how to create your account and start selling.

1. Create your account

Follow these steps to create your account:

1. Download the TikTok app and sign up with your business email.
2. Choose a username that matches your brand name as closely as possible.
3. Pick an alternative if your preferred name is taken, keeping it recognisable.
4. Write a business description in one line explaining what you do and who you serve.
5. Upload your logo as your profile picture for instant brand recognition.
6. Add social media links to drive traffic across your platforms.

2. Switch to a business account

Switch to a business account in three steps:

1. Tap the three lines in the top right corner of your profile.
2. Select 'Settings and Privacy' then tap 'Account'.
3. Choose 'Switch to Business Account' and select your business category.

3. Create organic content

Free content is content you create without paying for ads. It's how you attract followers and drive sales before spending on promotion.

Create effective content using these approaches:

• Entertain viewers: Showcase your personality and brand culture.
• Educate your audience: Share tips, tutorials, and industry insights.
• Study competitors:Research successful content in your industry.
• Use TikTok's Creative Centre: Access trending formats and inspiration.

Give followers a behind-the-scenes view of your business. Show your team, values, and product demos. Involve them in decisions like new colours, sizes, or designs to build community.

Pay attention to trending videos and adapt them for your brand. If a recycling challenge goes viral, it could be the right moment to highlight your sustainable products.

Use trends selectively. Jumping on every trend can feel inauthentic if it doesn't connect to what you do. If you're feeling bold, try starting a trend of your own.

How to set up TikTok Shop

Set up TikTok Shop in four steps: register your shop, verify your identity, link a bank account, and add products. Once complete, you can start selling immediately.

Step 1: Create a shop

Complete TikTok Shop registration by following these steps:

1. Visit the TikTok Shop registration page and authorise access to your TikTok account.
2. Access the Seller Centre where you'll manage orders, analytics, and customer service.
3. Enter your contact information including your name and phone number.
4. Add your business address as your primary location.
5. Provide your warehouse address where products are stored or collected.
6. Set your return address where customers send items back.

Step 2: Verify your documents

Verify your identity to confirm you're a legitimate seller before your shop goes live. UK sellers can verify using:

• UK passport
• UK driving licence

The Seller Centre will guide you through additional requirements based on your business structure. Sole traders and corporations may need different documents.

If you earn more than £1,000 in a tax year from your side hustles, you must register for Self Assessment with HMRC so you can avoid any tax surprises.

Step 3: Bind a bank account

Link your bank account so TikTok can deposit your earnings and process refunds. Without it, you can't receive payments from sales.

Set this up in the Seller Centre:

1. Click 'Link Bank Account' from your dashboard.
2. Select 'Link Account' to begin entering your details.
3. Enter your account name exactly as it appears on your bank statements.
4. Add your bank name and account number.
5. Confirm your business address.

Step 4: Add your products and begin selling

Add products as the final step before your shop goes live. Strong listings convert browsers into buyers.

Follow these best practices:

• Use high-quality images: Professional photos help products stand out in feeds.
• Maintain visual consistency: Create a cohesive catalogue that looks polished.
• Write clear titles: Keep product names concise and descriptive.
• Include sizing and materials: Detailed descriptions reduce returns.

For clothing, accurate sizing is essential. Badly fitting items can cause return rates of around 60%.

Once your products are live, you can sell without ads or use TikTok Shop ads to reach more customers.

How to promote on TikTok

Promote on TikTok by making ads feel like native content rather than traditional adverts. You can sell without ads, but strategic advertising reaches new audiences.

TikTok users expect content that provides value, entertainment, or education. Create ads that blend naturally into feeds by focusing on storytelling, demonstrations, or tutorials rather than hard selling.

Test different ad formats to see what works for your audience. Video ads, collection ads, and dynamic showcase ads each serve different purposes. Start with a small budget and scale up based on performance.

FAQs on selling on TikTok Shop

Here are answers to common questions about setting up and selling through TikTok Shop.

Do I need followers to start selling on TikTok Shop?

No, you don't need any followers to open a TikTok Shop. You can start selling as soon as your shop is approved, though having an audience helps drive initial sales.

How long does TikTok Shop approval take?

TikTok Shop approval typically takes one to three business days after you submit your documents. You'll receive an email when your shop is approved and ready to go live.

What fees does TikTok charge sellers?

TikTok charges a commission fee on each sale, which varies by product category. There are no listing fees or monthly subscription costs to maintain your shop.

Can I sell internationally through TikTok Shop?

TikTok Shop availability varies by region. UK sellers can currently sell to UK customers. Check TikTok's seller requirements for updates on international selling options.

How do I handle returns and refunds?

You manage returns through the Seller Centre. Set clear return policies in your shop settings, and TikTok will facilitate the refund process when customers request returns within your policy timeframe.