What is TikTok Shop?

TikTok Shop is an online marketplace that lets users buy and sell products on the TikTok platform, without having to leave the app. It appears as a separate feed in the main navigation of the TikTok app, making it easy for users to find.

TikTok Shop blends e-commerce with social media. Users can find new products while watching videos and livestreams, making purchasing products a seamless process. However, there are risks to using the platform, with some products even endangering buyers’ health.

While the main TikTok app has a minimum age rating of 13, users must
be at least 18 to buy or sell on TikTok Shop. An age confirmation process
is in place, requiring users to submit proof of their age before they can
access the shop.

On TikTok, content creators can tag products in their videos, livestreams and on their profile page, which users can then purchase through TikTok.

Often, brands will partner with influencers and pay them to include their products in videos or give them commission for each product sold through their content. Videos that feature paid promotion must be labelled as such. However, it can be easy to miss this label and believe that the creator is recommending the product out of genuine passion for it, rather than in return for payment.

Products of all types are sold on TikTok Shop, ranging from cosmetics to electronic goods.

As TikTok Shop is integrated into the app, a TikTok account is required to use the platform.

TikTok shop is intended for users aged 18+, so TikTok’s parental controls do not apply here. Avoid allowing your child to use TikTok Shop on your account as the recommendations and safety features will treat them as an adult and leave them open to risk.

Your child should not use TikTok Shop if they are under 18. This age rating is set due to the exchange of money and goods that happens on the platform. However, there are also other risks that make TikTok Shop unsuitable for younger users.

TikTok parental controls

Step-by-step guide

Overspending

TikTok Shop provides a seamless purchasing process for buyers, as they can go from seeing a product in a video to paying for it without ever leaving the app.

The ease of purchase, along with the number of promoted products that users will see while using the app, could easily lead to overspending.

Additionally, some influencers will pressure viewers to purchase the product quickly, claiming that they are selling fast or have a limited-time offer. These pressures can cause users to purchase items without fully considering the cost due to a fear of missing out.

Scams

Scammers are active on the platform. They might trick users into believing they are a legitimate shop, resulting in the user sharing personal information such as their address or payment information with the scammer.

Product risks

• Low quality: There is a risk that products sold on TikTok Shop are low quality.
• Counterfeit items: Counterfeit goods are sometimes sold on the site, though they’re marketed as being genuine.
• Sponsored promotion: Some influencers might also promote a product in return for payment, without considering the quality of the product they are recommending.
• Inappropriate images: While TikTok prohibits sexual goods from being listed or sold on the platform, there are listings for lingerie and underwear that feature partially clothed women that might not be suitable for under-18s.

How to protect children and teens

The best way to protect children and teens is by not allowing them to use TikTok Shop. If your child wants to purchase from the shop, you could instead set up your own TikTok profile and purchase it for them.

If you decide to allow your child to use your TikTok Shop account, have the following conversations with them.

• Teach money management. Before your child uses any online marketplace, ensure that they have the money management skills necessary to avoid overspending. Our online money management guide can help you equip your child with good money habits.
• Encourage critical thinking skills. Empowering your child to think critically about what they see online can help them avoid scams. Teach them to look for any labels that show that an influencer’s post is actually an advert. Also, encourage them to read any product reviews before making a purchase.
• Set payment limits. Discuss what they want to buy and set limits on total amounts they can spend. If they’re using your account, make sure your card or bank details are not saved so they have to ask you to make the final decision on the purchase.