TikTok Shop U.S. Implements Fair Pricing Policy
TikTok Shop U.S. requires sellers to avoid misleading prices, inflated variant prices, price gouging, and excessive shipping fees.
What are the key facts?
- 1Misleading prices are prohibited
- 2Using a low-priced main SKU to attract clicks and then raising variant prices is prohibited
- 3Price gouging is prohibited
- 4The policy applies to U.S. product listings
- 5The policy was published on September 1, 2026
What happened?
The TikTok Shop U.S. Fair Pricing Policy sets requirements for price displays and charge arrangements in product listings. Sellers may not use misleading prices or attract clicks with an extremely low main SKU price while setting significantly higher prices for other colors, sizes, or styles. The platform also prohibits excessive product markups and price gouging during emergencies or periods of high demand. Shipping fees must remain within an acceptable range to reduce the risk of violations caused by excessive shipping charges. The policy applies to U.S. product listings and was published on September 1, 2026; the original text states that it remains an active seller rule. Sellers most affected include those in clothing, footwear and bags, beauty, home accessories, customized products, and multi-variant products. Sellers must also monitor the lowest price shown in the main image, the actually purchasable SKU, variant price progression, shipping fees, promotional prices, and livestream verbal claims to avoid gaining traffic through low-price baiting, variant markups, or shipping surcharges.
What does this mean for cross-border sellers?
The TikTok Shop U.S. Fair Pricing Policy directly affects product prices, variant pricing, shipping fees, promotional displays, and livestream statements, particularly for multi-variant and promotion-driven products. U.S. sellers should avoid using a low-priced main SKU to attract traffic and then raising prices for other variants, and should verify that shipping fees and the lowest price shown in the main image match the actually purchasable SKU.
What should sellers do now?
- 1This week, inspect the lowest price shown in the main images and the actually purchasable SKUs for U.S. clothing, footwear and bags, beauty, home accessories, customized, and multi-variant products; create an exception listing and complete the corrections.Listing character checker
- 2This week, verify the color, size, and style price progression for U.S. multi-variant products, and review shipping fees, promotional prices, and livestream statements; produce a completed item-by-item fair pricing checklist.Listing Optimizer