TikTok New Seller Avoidance Guide 2025

As a seasoned TikTok Global Shop operations expert with five years of experience, I have helped numerous new sellers navigate the challenges of starting on TikTok. This guide provides practical insights on how to avoid common pitfalls in areas such as return management, review optimization, and promotion strategies. Each section includes real-world examples, platform policy updates, and actionable steps with specific paths in Seller Central. The goal is to help new sellers establish a solid foundation for long-term success.

Problem Scenario: Ineffective Return Management

New sellers often struggle with handling returns due to unclear policies or lack of communication with customers. For example, a Chinese seller selling home decor products faced a 25% return rate within the first month, which led to increased costs and negative reviews.

• High return rates can lead to financial loss and damage brand reputation.
• Lack of proper documentation and process leads to confusion during dispute resolution.
• Failure to follow TikTok's return policy may result in account restrictions.

Underlying Logic: Importance of Streamlined Return Policies

TikTok has updated its return policy in March 2024, emphasizing clear communication and efficient processing. According to the official document, sellers must provide a "Return Policy" in their product listings and respond to return requests within 2 business days. Failure to comply may result in penalties or account suspension.

Policy	Description
Return Window	Customers can request a return within 14 days of delivery.
Processing Time	Sellers must confirm or reject return requests within 2 business days.
Refund Method	Refunds are processed via the original payment method within 5 business days after approval.

Solution: Implement Clear Return Procedures

A successful case involved a seller from Shenzhen who sells kitchenware. By setting up a detailed return policy on their product page and training their customer service team to handle return requests efficiently, they reduced their return rate by 40% in two months.

• Path in Seller Central: Go to "Product Management" > "Return Policy" to configure your return settings.
• Use pre-written templates to speed up response times.
• Offer exchange options to reduce the number of full refunds.

Pitfall Avoidance: Common Mistakes in Return Handling

New sellers often make the following mistakes when managing returns:

• Not providing a clear return policy, leading to confusion and disputes.
• Ignoring return requests, resulting in negative reviews and potential account penalties.
• Failing to communicate with customers about the return status, causing dissatisfaction.

Problem Scenario: Poor Review Optimization

Many new sellers underestimate the importance of positive reviews. A seller from Guangdong selling skincare products saw their conversion rate drop by 30% after receiving multiple low-rated reviews due to incorrect product descriptions.

• Low ratings can significantly impact product visibility and sales performance.
• Inaccurate product information or unmet expectations lead to poor reviews.
• Failure to respond to negative reviews may harm brand credibility.

Underlying Logic: The Role of Reviews in TikTok’s Algorithm

TikTok’s algorithm prioritizes products with high-quality reviews and strong engagement. According to the latest TikTok Merchant Guide (April 2024), products with more than 50 positive reviews tend to appear more frequently in search results and recommended feeds. Additionally, active review responses can increase customer trust and improve conversion rates.

Solution: Proactive Review Management

A new seller from Hangzhou selling pet supplies used a combination of post-purchase emails and personalized follow-ups to encourage satisfied customers to leave reviews. As a result, their average rating increased from 3.8 to 4.7 in three months.

• Path in Seller Central: Go to "Order Management" > "Review Management" to monitor and respond to reviews.
• Send automated thank-you messages after order completion to prompt reviews.
• Encourage satisfied customers to write detailed reviews with specific usage scenarios.