What are Negative Reviews?

Negative Reviews are ratings of 1-2 stars on the product rating system (a 5-star rating system with optional written comments).
Seller-related Negative Reviews are categorised into service and product-related issues. These exclude negative reviews due to logistics or delivery issues. These reviews are further broken down into the following.

• Product-related Negative Reviews: Negative reviews concerning product quality and function.
• Service-related Negative Reviews: Negative reviews concerning service towards the customer, including complaints about missing or incorrect items, inadequate/unsatisfactory customer service responses, and similar issues.

How are Negative Reviews evaluated?

The types of metrics we take into account include:

• Seller-related Negative Review Rate (NRR): Percentage of Seller-related Negative Reviews (both product and service-related) out of all delivered orders within the last 30 calendar days.
• Product-related Negative Review Rate (NRR): Percentage of Product-related Negative Reviews out of all delivered orders within the last 30 calendar days.
• Service-related Negative Review Rate (NRR): Percentage of Service-related Negative Reviews from all delivered orders within the last 30 calendar days.

What Negative Review targets should I aim for?

We require you to attain the following targets. These targets are assessed over a period of 30 calendar days:

• Seller-related NRR of less than 0.5%
• Service-related NRR of less than 0.5%
• Product-related NRR of less than 0.5%

Where can I see how I am currently performing?

All targets can be found in the following section:

• Seller Center -> Data Compass -> Service -> Negative Review Performance Page

You may also find your Seller-related NRR and Service-related NRR in the following section:

• Seller Center -> Shop Health

Your Product-related NRR may also be found in the following section:

• Seller Center -> Product -> Product Ratings

What happens if I do not meet the targets above?

If you are found to violate these guidelines, you may have enforcement actions taken against your account. You should note that repeated offenses will result in more significant penalties. Please see our Violation Reasons, Points & Enforcement Actions for Sellers article and Seller Terms of Service for more information.
Sellers with high NRRs will receive enforcement actions depending on the type of customer feedback they receive. Customer feedback will be evaluated through an assessment of the following:

• Returns & Refund Reasons: Customers can request a return or refund if they are unsatisfied with their purchase. This process requires them to provide a reason for the return and provide any additional feedback.
• Customer Complaints: Customers can raise after-sales inquiries with sellers or complaints with TikTok Shop. These include raising issues or sharing feedback about their orders or overall shopping experience, especially concerning seller services or product quality.

If you think an enforcement action has been taken against you in error, appeal via the Seller Center. Please read our Seller Appeal Guidelines article for more information.
Please click here to read our TikTok Shop Negative Customer Feedback Enforcement Guidelines.