TikTok Shop US Requires Brand Authorization for Some Products
TikTok Shop US has updated its policies: some branded products, LIVE auctions, and temporary listings may require prior brand authorization and proof of the sourcing chain.
What are the key facts?
- 1TikTok Shop US updated its policy on branded products
- 2Some branded products, LIVE auctions, and temporary listings may require brand authorization
- 3The platform may require authorization and purchase documents
- 4Reviews are stricter for high-risk brands and categories with a high risk of counterfeiting
- 5Failure to complete authorization verification may block listings or lead to penalties
What happened?
TikTok Shop US has updated its policies. According to the platform’s policy guidance, sellers may need to obtain brand authorization before listing certain branded products, conducting LIVE auctions, or listing temporary products. The platform may require sellers to submit a Letter of Authorization, Proof of Purchase, or other documents proving brand ownership and first- or second-tier authorization relationships. Review requirements are stricter for high-risk brands and categories with a high risk of counterfeiting. The change affects cross-border sellers of sneakers, jerseys, fashion products, luxury goods, collectibles, 3C accessories, beauty products, and merchandise related to popular IPs. It also affects merchants who rely on wholesale-market sourcing but cannot provide complete chain-of-custody documentation. Sellers need to prepare supplier invoices, authorization-chain documents, brand registration information, and purchase contracts before listing products and starting livestreams. Product images or statements such as “authenticity guaranteed” alone are not sufficient proof. If authorization verification cannot be completed, products may be blocked from listing, livestream privileges may be restricted, and intellectual property penalties may follow.
What does this mean for cross-border sellers?
Before listing certain branded products, conducting LIVE auctions, or creating temporary listings on TikTok Shop US, sellers may need brand authorization and proof of the sourcing chain. Sellers of sneakers, jerseys, luxury goods, beauty products, and similar categories should conduct a priority review. Products that fail verification may be blocked from listing, livestream privileges may be restricted, and intellectual property penalties may result.
What should sellers do now?
- 1This week, review TikTok Shop US listings for sneakers, jerseys, fashion products, luxury goods, collectibles, 3C accessories, beauty products, and merchandise related to popular IPs. Create a checklist covering the brand, SKU, sales method, and authorization status, and ensure every high-risk product has a clear determination.Listing character checker
- 2This week, collect supplier invoices, Letters of Authorization, Proofs of Purchase, brand registration information, and purchase contracts for each branded SKU. Complete first- or second-tier authorization chains and retain the documents in folders for submission.Procurement List
- 3This week, review product-listing, LIVE-auction, and temporary-listing plans for TikTok Shop US. Suspend branded products lacking authorization or purchase documents, complete pre-listing and pre-livestream checks, and create traceable records of how risky products are handled.