With the rapid development of cross-border e-commerce, the continuous improvement of platform rules is particularly important for safeguarding the rights and interests of sellers and consumers. Recently, TikTok Shop has introduced new rules for cross-border stores, setting higher requirements for delayed fulfillment rates. For cross-border sellers, understanding and adapting to these new regulations is crucial.
I. Overview of New Regulations for TikTok Shop US Region
In TikTok Shop's recently updated regulations, it is clearly stated that once a seller's delayed fulfillment rate reaches 10%, their store will face a limit on receiving new orders until their fulfillment performance improves. This measure aims to enhance the overall fulfillment efficiency and consumer experience on the platform.
Delayed Fulfillment Rate ≥10%: The store will be restricted from receiving orders.
Recovery Requirement: Sellers must reduce the delayed fulfillment rate to below 4% within seven days to lift the order restriction.
In addition, the platform calculates the delayed fulfillment rate based on the shipping type chosen by the seller and divides the order restriction measures into four levels.
Delayed Fulfillment Rate 10% - 19.99%: The order limit is 50% of the average daily order volume
Delayed Fulfillment Rate 20% - 39.99%: The order limit is 30% of the average daily order volume
Delayed Fulfillment Rate 40% - 59.99%: The order limit is 20% of the average daily order volume
Delayed Fulfillment Rate ≥60%: The order limit is 10% of the average daily order volume
In other words, the higher the delayed fulfillment rate, the harsher the penalty! Once you reach the highest level, it is simply a bolt from the blue for sellers!
However, there are still ways to cope.
II. Coping Strategies
In response to these new regulations, cross-border sellers should start from the following aspects to ensure smooth store operations:
Optimize Logistics Chain
Improve logistics efficiency, choose reliable logistics partners, and ensure orders are delivered on time. Use technology to track and manage logistics, and handle logistics exceptions promptly.
Enhance Inventory Management
Accurately forecast market demand, maintain reasonable inventory levels, and avoid delayed shipments due to stockouts. Use intelligent inventory management systems to optimize inventory turnover.
Improve Customer Service
Establish an efficient customer service system, respond to customer inquiries promptly, handle customer complaints, and improve customer satisfaction. Build good relationships with customers through multi-channel communication.
Develop Emergency Plans
Prepare emergency plans in advance for possible logistics delays, insufficient inventory, and other issues, respond quickly, and reduce the delayed fulfillment rate.
III. New Rules for Gift Products
TikTok Shop has also released the "TikTok Shop Gambling, Gift, and Blind Box Attribute Product Rules," which clearly prohibit gifts that do not appear on the detail page or are inconsistent with promotional information. The main restrictions are as follows:
· Gifts must be definite
· Gifts cannot be generated through random games
· The value of gifts cannot exceed $20
Through these regulations, TikTok Shop hopes to further standardize platform order and enhance the consumer shopping experience.
In summary, in the face of TikTok Shop's new regulations, cross-border sellers need to actively adjust their operational strategies, improve fulfillment efficiency, and ensure compliant operations. Only by continuously optimizing every aspect can we remain invincible in the fierce market competition!
What this signal means for growth teams
This market signal should be treated as an operating prompt, not a standalone trend. The brand question is whether the team can connect TikTok content, creators, paid media, commerce readiness, and reporting into one measurable growth cycle.
Commercial read
- Market signal: TikTok marketing tips - short video marketing methods
- Published: June 28, 2024
- Commercial lens: TikTok Ads, creators, TikTok Shop, live commerce, and reporting.
- Source transparency: the original source linked in this article
What brands should do next
- Identify the market, audience, product group, and KPI this signal could affect.
- Turn the insight into a small TikTok creative, creator, Shop, or paid media test before scaling spend.
- Add FAQ, offer clarity, product proof, and contact paths so traffic can convert instead of only reading.
- Review weekly performance across reach, click quality, Shop actions, creator output, and revenue impact.
Tuke Marketing helps brands connect TikTok Ads, creator partnerships, TikTok Shop operations, live commerce, and reporting into one accountable operating system.
What should brands do with this TikTok signal?
Brands should translate the signal into a focused operating test across creative, creators, TikTok Shop readiness, paid media, and reporting before increasing budget.
How does Tuke Marketing evaluate this kind of news?
Tuke Marketing reviews platform news through market timing, category demand, creator supply, commerce readiness, and measurable growth actions.
When should a team contact Tuke about this topic?
A team should contact Tuke when it needs to turn a TikTok market signal into a practical launch, creator, advertising, live commerce, or reporting plan.
Source transparency: Tuke cites the original source linked in this article and adds its own operating analysis for brands evaluating TikTok growth decisions.