TikTok Cross Border E-commerce 2025: Key Strategies

As a seasoned TikTok Global Shop operations expert with five years of experience in cross-border e-commerce, this article explores key operational challenges and solutions in the field of return management, review optimization, and promotional strategies. It includes real-world case studies from Chinese sellers, references to the latest TikTok policies, and actionable steps for success.

Problem Scenario: High Return Rates Due to Poor Product Descriptions

One of the most common issues faced by sellers on TikTok is high return rates caused by unclear or misleading product descriptions. This leads to customer dissatisfaction and negatively impacts seller ratings.

• Example: A Chinese seller selling beauty products had a return rate of 18% due to mismatched product images and descriptions.
• The problem was exacerbated by a lack of detailed specifications and usage instructions.

Underlying Logic: Customer Expectations and Platform Policies

TikTok's latest policy (as of Q2 2024) emphasizes transparency and accuracy in product listings. Sellers are required to provide clear, detailed, and accurate information to reduce returns and improve customer trust.

• Policy Reference: TikTok Global Shop Policy Update - "Product Information Accuracy"
• Failure to comply may result in penalties, including listing removal or account suspension.

Solution: Optimize Product Listings and Improve Communication

To address this issue, sellers should revise their product descriptions, add high-quality images, and include detailed specifications such as size, material, and care instructions.

• Steps:
• Log in to Seller Central > Inventory Management > Edit Product Listing
• Update the product title, bullet points, and description with precise details.
• Add multiple high-resolution images showing different angles and usage scenarios.

Pitfall Avoidance: Avoid Overpromising and Misleading Claims

Sellers must avoid making exaggerated claims that could lead to customer dissatisfaction and higher return rates.

• Example: A seller promoting a skincare product as “instantly effective” without evidence led to over 20% returns.
• Instead, use phrases like “may help improve skin texture” to set realistic expectations.

Problem Scenario: Low Review Volume and Negative Feedback

Another major challenge is low review volume and negative feedback, which can significantly affect product visibility and sales performance.

• Example: A Chinese electronics seller struggled with only 50 reviews despite 1,000+ sales.
• Most of the reviews were negative due to poor after-sales support and unclear shipping timelines.

Underlying Logic: Importance of Reviews in TikTok's Algorithm

TikTok’s algorithm prioritizes products with higher engagement, including positive reviews. Low review volume can lead to reduced visibility and lower conversion rates.

• Policy Reference: TikTok Shop Best Practices - "Customer Experience and Reviews"
• Sellers are encouraged to actively manage reviews and ensure a smooth post-purchase experience.

Solution: Encourage Reviews and Provide Excellent After-Sales Support

To increase review volume, sellers should send follow-up messages, offer incentives, and ensure timely communication with customers.

• Steps:
• Go to Seller Central > Orders > View Order Details > Send Message to Buyer
• Include a friendly note asking for a review and offer a small discount for future purchases.
• Ensure all orders are shipped within 24-48 hours and track delivery status regularly.

Pitfall Avoidance: Do Not Pay for Fake Reviews

While it might seem tempting to boost review counts, paying for fake reviews violates TikTok’s terms of service and can result in severe penalties.

• Example: A seller who paid for 100 fake reviews had their account suspended and lost all sales data.
• Focus instead on delivering quality products and exceptional customer service to earn genuine feedback.

Problem Scenario: Ineffective Promotion Strategies Leading to Low Traffic

Many sellers struggle with generating sufficient traffic and converting visitors into buyers, especially during the initial launch phase.

• Example: A clothing brand launched