Tiktok Shop Academy

Improving Your Product and Shop Customer Reviews

09/25/2025

Why is Customer Feedback (i.e., Ratings and Reviews) So Important?

  • Ratings and reviews of products/shops are crucial for customers as they help them learn more about a particular product's quality, functionality, and suitability for their needs. This information empowers customers to make informed purchasing decisions.
  • Positive product ratings and reviews signal to potential customers that your shop sells high-quality products and can be trusted to bring value to buyers. This may increase the chances of making a sale and encourage customers to return for future purchases.
  • However, if a shop receives negative product ratings and reviews, it can harm their reputation and cause customers to lose trust in their products. This may result in them avoiding making purchases from your shop.

What Counts as a Negative Customer Feedback?

  • A negative customer feedback rating is a review with a rating below 3 stars.
    • A rating that has 3 stars or more 🌟🌟 🌟 will be considered as a neutral or positive review.
    • A rating that has 1-2 stars 🌟 will be considered as a negative review.

How Do We Measure Customer Feedback?

  • We measure customer feedback primarily through the following ways:
    • Product Reviews. Product reviews refer to feedback provided by customers on product listings. Reviews consist of a 5-star rating and optional written comments.
    • Seller-related Negative Review Rates. The Seller-related Negative Review Rate refers to the number of negative ratings (1-2 stars) regarding product quality and seller service, divided by all delivered orders over a period of 30 calendar days. Note: Logistics-related negative reviews are not included in this calculation.
  • Note: TikTok Shop may impose enforcement actions on products and/or shops that have high negative product or Seller-related Negative Review Rates. For more information, please refer to our TikTok Shop Negative Customer Feedback Guidelines.
Negative Review Rates also serve as a critical criterion for several TikTok Shop's policies including:We strongly encourage sellers to regularly review our policies for the most up-to-date information.

Tips to Improve Your Customer Reviews

  1. Be Aware of The Common Causes of Low Ratings or Reviews

Performance Area
Root Cause
Details and Examples (non-exhaustive)
Product
Product Safety Issues
  • The product either poses a potential safety risk or has caused physical, chemical, or other types of injury.
Product Compliance Issues
  • The product did not comply with all applicable laws, regulations, standards, and practices.
Poor Product Quality
  • The product was faulty/damaged/defective/expired.
  • Buyers experienced issues with product functionality.
Product Was Not as Described
  • The product received by customers did not match the description, pictures, attributes, functions, and all other information in promotions regarding size, design, brand, material, quantity, value, etc.
Fulfilment
Out of Stock
  • The order was not fulfilled due to insufficient inventory.
Late/Wrong Delivery
  • The order was not fulfilled within TikTok Shop's stipulated Service Level Agreement SLA (i.e. late shipment).
  • The item was delivered to the wrong address.
Damaged Item/Package
  • The product was damaged due to inappropriate packaging, especially for fragile products.
Customer service
Late Response to Customer Chats
  • The seller was slow to respond to chats initiated by customers.
Inappropriate Customer Review Handling
  • Customer ratings and reviews were inappropriately handled by the seller. For example, the seller used abusive words to coerce customers into removing their reviews.

  1. Have Accurate Product Listings and Provide Prompt After-sales Service

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Optimise All Product Listing Details
  • Ensure the products you sell are safe for customers and abide by our Prohibited and Restricted Products Guidelines.
  • Ensure that your products are high-quality and match the description you provided in your product listing.
  • Manage low-rated products by removing them from your shop. This includes but is not limited to products with a high proportion of negative reviews regarding quality.
  • Upload high-quality images with varying angles or close-up views that represent the actual product being sold
  • Provide detailed product descriptions (e.g., colour, material, scent, size, dimensions, how to use, etc.) with complete product attributes so your listing represents the actual product as accurately as possible.
  • Ensure accuracy of size charts where applicable (i.e. for fashion listings)
  • Avoid any misleading statements, superlative words, or over-claiming a product's use or functions (e.g., "NO.1 product", "100% natural", "the most" and other descriptions of similar nature).
  • Ensure that your products comply with TikTok Shop's Anti-Counterfeit Policy.
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Ensure Proper Order Fulfillment
  • Pack your items for shipping in accordance with our TikTok Shop Customer Order Shipping Guidelines.
  • Use appropriate materials to protect fragile products during shipment.
  • Check that you have packed the correct item (with the correct quantity) and shipped it to the right address.
Provide Excellent Customer Service
  • Promptly respond to customer inquiries via chat.
  • Respond to all customer queries appropriately and professionally.
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  1. Monitor Your Product Ratings Often

You may review your product ratings in the Seller Center under Products > Product Rating and make the necessary changes to improve poorly rated products (1 to 2 stars).
  • We recommend that you proactively communicate with buyers to provide solutions for problems raised in customer reviews.
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  1. Monitor Your Seller-related Negative Review Rate Regularly

  • You may monitor your Seller-related Negative Review Rate in the Seller Center under Account Health > Shop Health. Sellers should strive to maintain a Seller-related Negative Review Rate of 1% or below.
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  1. Use The 'Negative Reviews Performance Tab' to Gain Insight Into causes of Negative Reviews

  • The Negative Reviews Performance Tab is a tool that provides sellers with insights to identify the key contributors to their Seller-related Negative Reviews. On this page, sellers can further understand what action(s) they can take to reduce customer dissatisfaction.
  • You may access the Negative Review Performance Tab in the Seller Center under Data Compass > Service > Negative Reviews Performance.
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What Happens If a Shop Has a High Negative Review Rate?

TikTok Shop reserves the right to take enforcement actions on product listings and/or shops based on the rating and content of the product review. We will evaluate negative reviews to determine whether the product:
  • Was of poor quality or was significantly not as described
  • Caused (or could potentially cause) personal injury or property damage
  • Violated our platform listing policies or breached any local laws or regulations
Whether the seller:
  • Caused customers' dissatisfaction due to slow or abusive responses
  • Breached any local laws or regulations
  • Re-listed inferior products
  • Caused (or could potentially cause) dissatisfaction of groups of customers.
  • Violated our platform listing policies or breached any local laws or regulations
Sellers who are found to violate our policies and guidelines may have additional enforcement actions taken against their account in accordance with our TikTok Shop Seller-Related Negative Review Policy, TikTok Shop Customer Review Policy, Seller Performance Evaluation Policy, and Seller's Terms of service.

How to Submit an Appeal

If a seller believes that an enforcement action was taken against them in error, they may file an appeal through the Seller Center by raising a ticket. TikTok Shop will then investigate the case and take corrective actions where applicable. In the course of an appeal, sellers may be required to:
  • Explain the reason for the appeal.
  • Provide proof or documentation to support the appeal.
  • Demonstrate rectifications made to prevent further penalties, such as:
    • Inserting compliance documents into products with potentially high safety risks
    • Uploading accurate size charts and texture/material information for fashion listings
    • Improving inventory management systems and providing evidence that the correct product is packed prior to delivery (especially for listings with a wide range of products such as phone cases
    • Explaining what you will do to prevent future incidents
Please note that sellers are responsible for collecting and preparing all supporting documents that may be required during a case investigation.
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