TikTok Shop updates heavily in the US: POP brand releases new cross-border direct mail rules

With the continuous evolution of the global e-commerce market, TikTok Shop, as an emerging e-commerce platform, is rapidly rising with its unique content-driven e-commerce model.

Recently, TikTok Shop has launched brand new cross-border direct mail application rules and processes for POP brands in the US market. This change will undoubtedly provide a clearer path and standards for merchants intending to enter the US market.

Classification of Merchant Types under the New Rules

According to the latest regulations, TikTok Shop divides applicant merchants into four major categories: content merchants focused on content creation, apparel merchants focused on the apparel sector, non-apparel merchants covering other products, and brand merchants with significant brand influence and business strength in the US market.

Content merchants must meet one of the following conditions: the proportion of GMV from self-produced content must exceed 50%, or the GMV of their self-produced content must rank in the top ten in the third-level category of TikTok Shop US region.

Apparel merchants mainly deal in categories such as women's clothing, men's clothing, underwear, fashion accessories, and sportswear. Non-apparel merchants cover multiple third-level management categories such as wigs, bedding, and home decorations. Brand merchants must have a certain level of brand influence and business strength in the US market.

Clear Requirements for Qualification Thresholds

Applicants need to meet one of the following six qualification conditions:

Possess BR012 brand certification qualification;

In independent site operations, annual sales must exceed $2 million, while maintaining a rating above 3.8;

For domestic content e-commerce platforms, merchants should reach S5/S6 advanced levels, and in the past 30 days, the total GMV driven by self-produced content must exceed $1 million;

For merchants on domestic content e-commerce platforms as well, if the GMV from self-produced content in the past 30 days exceeds $10 million, they also meet the requirements;

In non-US regions of TikTok Shop, the sales of similar products in the past 30 days must reach $100,000, and the contribution rate of self-produced content to GMV must exceed 30%;

Or, as a large apparel merchant operating on mainstream US e-commerce platforms, the annual sales of the store must exceed $10 million.

These requirements not only ensure the quality and strength of merchants, but also help the platform select merchants who truly have the ability to succeed on TikTok Shop.

The Platform Values Merchant Investment

The platform places special emphasis on merchants' willingness to invest, requiring merchants to submit a self-produced content business plan, including team building and business planning, with the aim of encouraging merchants to continuously invest after joining the platform, thereby enhancing the quality and appeal of content.

Additional Conditions after Direct Mail Activation

After the launch of direct mail services, merchants must comply with a series of additional requirements to maintain their qualifications.

Specific requirements include upgrading the store level to T3 within 3 months of entry, ensuring that GMV reaches at least $12,500 within 30 days, meeting standards for live streaming duration and daily average release volume of self-produced short videos, and achieving a certain amount of advertising investment.

Merchants are also required to pay a $500 deposit and comply with the platform's SPS (Seller Performance Standards) and order volume regulations.

Summary

The new rules for TikTok Shop US provide clearer guidance for POP brands' cross-border direct mail business. This not only helps merchants better plan and execute their e-commerce strategies, but also lays a solid foundation for the platform's long-term development and improvement of content quality.

For merchants who intend to make a big impact on TikTok Shop, now is the time to adjust strategies according to the new rules, seize opportunities, and embrace challenges.