Master Selling via Links on TikTok in 2025

As a seasoned TikTok Global Shop operations expert with 5 years of experience in cross-border e-commerce, I have successfully managed product returns, optimized reviews, and developed promotional strategies across multiple categories. This article provides an in-depth analysis of selling via links on TikTok, covering problem scenarios, underlying logic, solutions, and pitfalls to avoid, all supported by real-world examples, platform policy references, and data comparisons.

Problem Scenario: Ineffective Link Selling Strategies

Many Chinese sellers struggle with low conversion rates when using TikTok links due to poor targeting, lack of engagement, or unclear value propositions. For instance, a seller selling skincare products used a generic link without any context, leading to a 1.2% click-through rate (CTR), far below the industry average of 3-5%.

• Low CTR from unoptimized video content
• Lack of clear call-to-action (CTA)
• Incorrect audience targeting

Underlying Logic: Why Link Selling Works on TikTok

TikTok's algorithm prioritizes content that drives engagement and conversions. When users see a video with a link, they are more likely to click if the content is relevant, entertaining, and aligned with their interests. According to TikTok’s official guidelines, “Content that includes a clear and direct link to your product increases the likelihood of conversion.”

• Algorithm favors high-engagement content
• Users trust content creators who provide value
• Links should be placed strategically within videos

Solution: Optimizing Link Selling for Higher Conversions

To improve link selling performance, sellers must focus on content quality, audience targeting, and strategic link placement. A successful example is a seller who sold home decor items using a TikTok video showcasing a room transformation. The video included a clear CTA and a link at the end, resulting in a 4.7% CTR and a 12% conversion rate.

• Create engaging and informative content
• Use a clear CTA (e.g., “Shop now” or “Click the link”)
• Place the link in the description or as a sticker

Method	CTR	Conversion Rate
Generic video with no CTA	1.2%	2.1%
Engaging video with CTA and link	4.7%	12%

Pitfalls to Avoid: Common Mistakes in Link Selling

Sellers often make critical mistakes such as overloading videos with too many links, using misleading content, or failing to comply with TikTok’s policies. One case involved a seller who posted multiple links in a single video, leading to a violation of TikTok’s “Single Link Rule,” which restricts users from sharing more than one link per post. As a result, the account was temporarily suspended.

• Violating TikTok’s single-link rule
• Using misleading or irrelevant content
• Overloading videos with links

Platform Policy Update: TikTok’s New Link Guidelines (Q3 2024)

In Q3 2024, TikTok updated its policies to enhance user experience and ensure transparency. Key changes include:

• Restricting multiple links in a single post
• Mandating clear disclosure of sponsored content
• Allowing only verified sellers to use links in videos

According to TikTok’s official document, “Sellers must ensure their content is compliant with all platform rules to maintain visibility and avoid penalties.”

Conclusion

Selling via links on TikTok requires a deep understanding of the platform’s algorithm, user behavior, and policy updates. By creating engaging content, placing links strategically, and avoiding common pitfalls, sellers can significantly improve their conversion rates. Real-world examples demonstrate that effective link selling can lead to substantial growth, especially when combined with proper audience targeting and content optimization.