TikTok Shops: The Good, The Bad, and the Ugly

TikTok Shop is definitely getting a lot of hype—offering brands a way to sell products directly inside TikTok. If you're an e-commerce brand, you're probably wondering: Should I jump in, or is this just another overhyped marketplace that’ll drain my time and budget?

Let’s break it down.

‍

Why Brands Love TikTok Shop

‍

1. Insane Discoverability

TikTok’s algorithm is a beast when it comes to surfacing new products. One viral video can get thousands (or even millions) of eyes on your store overnight—something Shopify sellers can only dream of.

‍

2. Seamless Shopping Experience

No more losing customers to checkout friction. TikTok Shop lets users buy without ever leaving the app. Fewer clicks = more impulse buys.

‍

3. Influencers Do the Selling for You

The creator marketplace makes it easy to partner with influencers who can hype your product to an audience that already trusts them. This isn’t just a nice-to-have—it’s the entire TikTok ecosystem.

‍

4. Lower Competition (For Now)

Unlike Shopify, TikTok Shop isn’t saturated yet. It’s the Wild West, and early adopters are cashing in while others are still debating whether to join.

‍

Why TikTok Shop Might Suck for Your Brand

‍

1. TikTok Controls Everything

When you sell on Shopify, you own the customer data. On Amazon, at least you get some visibility. With TikTok Shop? They own the audience, the data, and the checkout process. If they change the rules (and they will), you have no say.

‍

2. Margins Can Take a Hit

TikTok charges a commission on every sale (starting at 2%, but that won’t last forever). Add in discounts, influencer payouts, and ad spend—you’re potentially making less per sale than on your own store.

‍

3. Returns and Chargebacks Are Brutal

TikTok shoppers are impulsive, which means more refunds and chargebacks. Sellers have reported high return rates, especially for impulse buys that looked good in a 15-second video but didn’t quite live up to the hype.

‍

4. Your Brand Identity Takes a Backseat

On Shopify, your website is yours—you control the experience. On TikTok Shop, your product is just another tile in their ecosystem. Your brand might go viral today and be forgotten tomorrow. 

‍

So, Should You Sell on TikTok Shop?

If you sell low-cost, impulse-buy products (think beauty, gadgets, trending accessories), you should absolutely test TikTok Shop. The upside is huge if you can crack the content + influencer formula.

If you’re a premium brand or rely on repeat customers, tread carefully. You might make quick sales, but you’ll struggle to build long-term loyalty.

‍

The Smart Play? Own Your Traffic.

TikTok Shop is a tool—not a full strategy. Use it to drive discovery, but make sure you’re funneling customers to your own store, email list, and SMS campaigns. That way, even if TikTok changes the rules (which they will), you’re not left scrambling.

This is why Jump is a game-changer.

_{What is Jump?}

Jump is like TikTok Shops but for your own website. Jump is the only affiliate platform that gives your affiliates their very own storefronts on your website.

Book a time below for a brief demo or click here to install Jump- for FREE.

‍