Here's a guide to help you understand how TikTok Shop looks at customer feedback, what counts as negative feedback, and what you can do to keep your shop performance healthy.

What Counts as Negative Feedback

Negative feedback includes different types of customer actions that may affect your shop if they point to issues with your product or service. TikTok Shop considers three main sources of feedback that may impact your performance:

1. Low Product Ratings (1-2 Stars)

After receiving an order, customers can leave a review with a star rating and optional comment.
Ratings of 1 or 2 stars are treated as negative feedback.

2. Return and Refund Reasons

When customers request a return or refund, they must select a reason. These reasons help flag if there was a problem with the product or how it was packed and shipped.
Examples of return or refund reasons that count as negative feedback:

• "Product doesn't match description"
• "Package or product is damaged"
• "Received parcel, but some items were missing"

3. Customer Complaints

Customers may also raise issues directly through after-sales channels, either with the seller or TikTok Shop.

Types of Negative Feedback

TikTok Shop groups negative feedback into two categories:
Product-related feedback includes issues like:

• Defective or low-quality items
• Products that don't match the description
• Misleading images or claims
• Suspected counterfeit products

Service-related feedback may involve:

• Receiving the wrong item, size, or color
• Missing components or free gifts
• Slow or unhelpful chat replies
• Rude or unprofessional responses

Note: Delivery or courier-related delays are not counted as seller-related feedback.

How Customer Feedback Affects Your Metrics

Sellers can use two metrics to track negative customer feedback and identify areas for improvement.

Negative Review Rate (NRR)

This measures the percentage of delivered orders that received 1–2 star reviews in the past 30 days. It helps you helps you track how often customers leave low ratings.
Tip: Review repeat issues in your low-rated reviews to identify common problems and fix them early.

To check your Negative Review Rate (NRR):

1. Go to Seller Center
2. Click on Data Compass on the left-hand panel
3. Click on Post Purchase
4. Select Negative Review Performance
5. View the detailed breakdown of products that received negative reviews

Click here to learn more.See your Negative Review Rate.

Seller-Fault Return/Refund Rate (SFRR)

This shows how often customers return items or request refunds for reasons related to product quality, incorrect items, or other seller issues.
Tip: Watch for repeated return reasons - they're often early signs that something in your product, listing, or fulfilment process needs improvement.

To check your Seller-Fault Return/Refund Rate (SFRR):

1. Go to Seller Center
2. Click on Account Health > Store Rating on the left-hand panel
3. Scroll down to the Product Satisfaction section
4. Under Seller fault R&R rate, click Details
5. View a breakdown of top reasons and top products driving returns/refunds

See your Seller-Fault Return/Refund Rate.

Tips to Prevent Negative Feedback

Even small fixes can make a big difference. Here's what you can do:

Optimising Your Listings

• Use clear titles, photos, and accurate descriptions that reflect the actual product
• Avoid exaggerated claims or unclear details
• Comply with TikTok Shop policies and local laws

Pack and Ship Carefully

• Use proper packaging, especially for fragile items
• Double-check item type, size, and quantity before shipping
• Make sure any bundled items or free gifts are included as listed

Providing Great Service

• Respond quickly and politely to all customer chats (aim to reply within 12 hours)
• Handle complaints in a professional and helpful manner
• Never pressure customers to change or remove reviews

Monitor Your Feedback Regularly

• Check negative review ratings and return/refund reasons weekly
• Take action on listings that get repeated complaints — consider improving, editing, or temporarily unlisting them

What Happens if Negative Feedback Doesn't Improve

If your shop continues receiving high volumes of negative feedback, TikTok Shop may issue warnings or take enforcement actions to protect the customer experience.

For Product-Related Issues

TikTok Shop may:

• Issue a product warning
• Deactivate the listing until improvements are made
• Remove the product or similar product listings with the same issue
• Reduce visibility in search and recommendations
• Restrict the product from being promoted in livestreams
• Freeze the product so it's no longer visible to customers
• Enforce order volume limits

For Service-Related Issues

TikTok Shop may:

• Reduce overall shop visibility
• Apply a temporary suspension (you won't receive new orders)
• Apply a permanent suspension for repeated or serious issues

If you think an enforcement action has been taken against you in error, please raise an appeal via the Seller Center. Please read our Seller Appeal Guidelines article for more information.