TikTok Shop, TikTok's innovative e-commerce platform, has released its TikTok Shop Safety Report, which underscores its ongoing commitment to creating a secure and reliable shopping environment, fostering trust among millions of users worldwide.
Since its expansion from Southeast Asia in 2021 to the United Kingdom and the United States in 2023, TikTok Shop has rapidly grown into a vibrant community with over 15 million sellers. The platform blends commerce with creativity, offering users unique shoppable content formats, including short videos, live shopping events, and a dedicated product marketplace.
Highlights from the TikTok Shop Safety Report include:
Policy enforcement
Over the past year, TikTok Shop has successfully onboarded more than 6 million sellers. Simultaneously, from July to December 2023, over 37 million products were prevented from listing for failing to meet community standards, with an additional 133,000 products removed from listing for policy violations. The enforcement strategy saw the deactivation of over 1 million seller accounts and the removal of e-commerce features from 500,000 creators due to non-compliance with platform policies.
Investing in tools and technology
TikTok Shop has allocated substantial resources towards enhancing its security infrastructure. In 2023, the platform invested over $400 million in tools, technology, and personnel. This investment has enabled TikTok Shop to employ advanced machine learning models and algorithms, facilitating the swift detection and removal of fraudulent activities and potential violations.
Community safety measures
In addition to policy enforcement, TikTok Shop implements proactive measures to foster a secure environment. These measures include seller vetting, provision of educational resources, and user empowerment to report violations. Notably, from July to December 2023, TikTok Shop declined 2 million seller account registrations and 37 million product listing attempts that did not meet registration or listing requirements.
Protecting brand and IP
To ensure the authenticity of products and safeguard consumer interests, TikTok Shop has implemented stringent measures to combat the sale of counterfeit goods. TikTok Shop places significant emphasis on safeguarding intellectual property rights through its Intellectual Property Protection Center (IPPC) and robust reporting channels, enabling rights holders to assert their interests. From July to December 2023, the company handled over 68 thousand takedown notices from brand owners. The platform’s advanced detection tools, powered by machine learning, play a pivotal role in maintaining the integrity of listings.
Active collaboration
Recognizing the importance of collective efforts in maintaining trust, TikTok Shop actively collaborates with governmental bodies and industry stakeholders worldwide. Notably, in Southeast Asia, the platform has forged partnerships with key intellectual property offices, including those in Malaysia, the Philippines, and Vietnam. Through strategic partnerships and active engagement, TikTok Shop aims to address emerging challenges and promote a safe online environment.
"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," stated Jonah Ople, Fashion Category Lead, TikTok Shop Philippines.
TikTok Shop will continue to update and evolve the safety report to respond to user feedback and adapt to the ever-changing e-commerce environment.