In the backdrop of a booming cross-border e-commerce industry, TikTok Shop has recently announced significant adjustments to the entry requirements for its US self-operated cross-border model and updated its merchant recruitment policies for the Southeast Asia market. These changes present new opportunities for global merchants. This article provides an in-depth analysis of these policy changes, offering a comprehensive guide for businesses interested in joining TikTok Shop.
Lower Entry Barriers: A New Era for the US Market on TikTok Shop
Under the new policy, TikTok Shop has eliminated the previously required GMV (Gross Merchandise Value) threshold. This means that merchants no longer need to achieve a certain sales volume to join the platform. This change offers fairer opportunities for small and medium-sized enterprises (SMEs) and emerging brands, allowing them to expand into overseas markets through TikTok.
Requirements for Overseas Merchants with US Local Warehousing and Logistics Capabilities
Requirements for Amazon Merchants to Join TikTok Shop

For self-operated model merchants:
- The operating entity of the Amazon self-operated store must be the same as the entity applying for TikTok Shop.
- The store rating must be ≥ 4.0 (for furniture/menswear and underwear categories, the rating must be ≥ 3.8).
- The store must have been in operation for at least 3 months.
- The account health score must be ≥ 250.
For supply model merchants:
- The operating entity of the Amazon supplier account must be the same as the entity applying for TikTok Shop.
- There must be a supply record on Amazon for the past 6 months.
Requirements for eBay and Walmart Merchants to Join TikTok Shop

For self-operated model merchants:
- The operating entity of the eBay/Walmart self-operated store must be the same as the entity applying for TikTok Shop.
- The GMV (Gross Merchandise Value) of a single store must be ≥ $500,000 in the past 12 months.
- The store must have been in operation for at least 3 months.
- Store Rating/Score: eBay stores must have a positive feedback rate of ≥ 90%; Walmart stores must have a rating of ≥ 4.
For Walmart supply model merchants:
- The operating entity of the Walmart supplier account must be the same as the entity applying for TikTok Shop.
- There must be a supply record on Walmart for the past 6 months.
Requirements for DTC Merchants to Join TikTok Shop
For Direct-to-Consumer (DTC) merchants:
- Consistent Business Entity: The operating entity of the independent website must be the same as the entity applying for TikTok Shop.
- Trustpilot Rating: The Trustpilot rating must be ≥ 3.8.
- Social Media Following: The total number of followers across major overseas social media platforms for the corresponding brand must be ≥ 10,000.
Updated Entry Policies for TikTok Shop in the Southeast Asian Market

In addition to the US market, TikTok Shop has also updated its merchant recruitment policies for the Southeast Asian market. Starting from June 13, 2024, the entry policies for TikTok Shop’s Southeast Asian cross-border stores are adjusted as follows:
- Business Licenses for New Merchants: Business licenses now allow entry for merchants with no prior e-commerce experience.
- Individual Business Licenses: Individual business licenses now permit entry for those with experience in cross-border e-commerce and domestic e-commerce platforms.
These policy updates aim to make TikTok Shop more accessible to a broader range of merchants, encouraging both new and experienced sellers to expand their reach in the vibrant Southeast Asian e-commerce market.
TikTok Shop’s recent policy adjustments present an unmissable opportunity for merchants aspiring to enter the cross-border e-commerce market. This is a chance to closely follow the policy details and actively prepare to ride the wave of global e-commerce expansion.