How to Set Up a TikTok Shop Seller Account

Last updated: April 2026

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Quick Answer

TikTok Shop reached roughly $66 billion in GMV in 2025 and is projected to top $87 billion in 2026, making it one of the fastest-scaling commerce channels globally.
Store setup and catalog optimization should be the focus for Days 1-30, followed by activating creator networks in Days 30-60.
Most products on TikTok Shop carry a 6% referral fee, while some jewelry items are charged 5%.
Verification of your seller account typically takes 3-5 days and requires business documentation and tax ID confirmation.

Setting up a TikTok Shop seller account in 2026 requires a strategic approach that moves beyond traditional e-commerce thinking. This platform is a creator-first environment, where success hinges on organic content, affiliate programs, and Shop Ads working together. Brands must understand that TikTok Shop operates on a content model, not a merchandising model like Amazon. Instead of customers searching for products, they discover them through videos from creators they follow, making purchases directly within the app. This streamlined path from discovery to purchase is incredibly powerful; as 2POINT notes, "Every extra tap between curiosity and purchase costs you real conversion, and TikTok Shop collapses that distance to almost zero." The platform's rapid growth is evident, with TikTok Shop hitting approximately $66 billion in Gross Merchandise Volume (GMV) in 2025 and projected to reach over $87 billion in 2026. This growth signifies a massive opportunity for brands ready to adapt to a content-driven selling model.

What is TikTok Shop and Why Does It Matter?

TikTok Shop is an in-app marketplace built directly inside the TikTok application, where users can discover, watch, and buy products without ever leaving the platform. This seamless experience allows shoppers to browse a catalog, watch creators demo products, and complete purchases all within the same feed. This integration is a key differentiator from traditional e-commerce, as it removes friction from the buying journey. The ability to complete a purchase with minimal taps, directly from a video or live stream, significantly boosts conversion rates for sellers.

TikTok Shop matters immensely in 2026 because it represents one of the fastest-scaling commerce channels in the world, fundamentally reshaping how brands approach social selling. The platform reached roughly $66 billion in GMV in 2025 and is projected to top $87 billion in 2026, showcasing its rapid expansion and growing influence. This growth is driven by its unique content model, which contrasts sharply with the merchandising models of platforms like Amazon. On TikTok Shop, a customer watches a video created by someone they follow or like, sees a product tag, and buys without leaving the app. This creator-first approach means that success depends on organic Shop content, affiliate programs, and Shop Ads. According to 4 Darkroom team members, "TikTok Shop in 2026 is a creator-first platform where success depends on three pillars: organic Shop content (85% of discovery), affiliate programs (your primary paid channel), and Shop Ads (brand control)." This model offers access to approximately 2.3 billion monthly active users globally in 2026, providing brands with an audience that traditional commerce platforms often cannot reach at the same cost per acquisition.

The In-App Marketplace Advantage

The defining characteristic of TikTok Shop is its complete integration within the TikTok app. Unlike other social platforms that might redirect users to external websites, TikTok Shop keeps the entire shopping journey in one place. This means that users can move from content consumption to product discovery to purchase seamlessly. This frictionless experience is crucial for capturing impulse buys and leveraging the emotional connection users have with their favorite creators. When a creator demos a product, a viewer can tap a pinned link and complete the purchase instantly, without the typical steps of opening a new browser, searching for the product, or re-entering payment information. This convenience is a powerful driver of sales and customer satisfaction.

Rapid Growth and Market Impact

The sheer scale of TikTok Shop's growth highlights its importance in the 2026 e-commerce landscape. The jump from approximately $66 billion in GMV in 2025 to a projected $87 billion in 2026 demonstrates a significant shift in consumer behavior and brand investment. This rapid scaling indicates that more and more consumers are comfortable making purchases directly within social media feeds. For brands, this means TikTok Shop is no longer an optional channel but a critical component of a diversified sales strategy. It allows brands to tap into new audiences and engage existing ones in a highly dynamic and interactive way. The platform's global reach, with 2.3 billion monthly active users, offers unparalleled access to diverse markets, especially with accelerating adoption in North America and Southeast Asia. Brands that understand this unique ecosystem and invest in a creator-first strategy are the ones poised for significant success.

Content Model vs. Merchandising Model

The fundamental difference in operating models is why TikTok Shop matters so much. Traditional marketplaces like Amazon thrive on a merchandising model: customers search for a specific product, compare listings, read reviews, and then purchase. TikTok Shop, however, thrives on a content model. Discovery is driven by engaging videos and live streams. A user isn't necessarily looking for a product but discovers it through content created by an influencer they trust or find entertaining. This shift means that keyword ranking and competitive pricing, which are leverage points on Amazon, are replaced by creator relationships, content performance, and alignment with the platform's algorithm on TikTok Shop. Brands that treat TikTok Shop like another marketplace often fail, while those that embrace its creator-first nature and content-driven discovery scale effectively. This distinction influences everything from marketing budgets to fulfillment operations, making a deep understanding of TikTok Shop's unique model essential for success.

How Do You Set Up Your TikTok Shop Seller Account?

Setting up your TikTok Shop seller account is the foundational step for entering this rapidly growing social commerce space. The process is designed to integrate your brand directly into the TikTok ecosystem, allowing you to leverage its vast audience. The initial phase of launching on TikTok Shop, typically spanning Days 1-30, focuses heavily on establishing this infrastructure. This period is not about crafting an aesthetically pleasing storefront, but rather about setting up the backend systems and data architecture that enable seamless collaboration with creators and optimize for the platform's algorithmic feed.

To begin, you must create a TikTok Shop seller account through your brand's primary TikTok account. This is a critical instruction because it ensures that you connect your existing audience to your new selling capabilities. Using an account that already has an established following is vital, as the transfer of audience between your organic TikTok content and your Shop drives organic Shop discovery, which accounts for the largest volume of transactions. Once you initiate the account creation, verification is the next key step. This process requires submitting business documentation and confirming your tax ID. This verification typically takes 3-5 days to complete. It's advisable to run this verification in parallel with other setup tasks to minimize delays. The entire setup process is about building an infrastructure that supports creator-first commerce, ensuring your store is ready to engage with the platform's unique content model. When we compared different platforms, we found that this emphasis on existing audience integration is a distinguishing feature of TikTok Shop's setup.

Step-by-Step Account Creation

The first tangible action is to navigate to the TikTok Shop seller portal and initiate the account creation process. It is crucial to link this new seller account to your brand's primary TikTok account. This linkage is not merely a formality; it is a strategic move. Your existing audience on TikTok is a powerful asset. When your established account is connected to your Shop, your followers can easily discover your products through in-feed videos and live sessions, driving organic traffic directly to your listings. This direct audience transfer is a core mechanism for generating initial sales and building momentum on the platform. Neglecting to use an account with an existing audience can significantly hinder your organic discovery efforts, forcing a heavier reliance on paid advertising from the start.

The Verification Process

After creating the account, the next mandatory step is account verification. This involves providing official business documentation and confirming your tax identification details. These requirements are standard for e-commerce platforms and are in place to ensure legitimacy and compliance. The verification process, while necessary, is not instantaneous; it typically takes between 3-5 days for TikTok to review and approve your submitted documents. During this waiting period, you should not halt your preparation. Instead, use this time to work on other aspects of your store setup, such as preparing your product catalog or familiarizing yourself with the affiliate program dashboard. Having your business documents readily available and accurate will help streamline this process.

Leveraging Your Existing Audience

The importance of using your brand's primary TikTok account cannot be overstated. According to 4 Darkroom team members, "Audience transfer between TikTok Shop and organic content drives organic Shop discovery, which represents the largest volume of transactions." This means that the followers you have already cultivated on TikTok are your most valuable asset for initial Shop success. When these followers see your products tagged in your organic videos or showcased in your live streams, they are more likely to engage and purchase because they already have a connection with your brand. This organic discovery, driven by your existing audience, accounts for a significant portion of product visibility, with organic Shop content representing 85% of discovery. This highlights why a phased approach, focusing on store setup and catalog optimization in the first 30 days, is essential, as it lays the groundwork for activating your creator networks in the subsequent 30-60 days. The strategy should always be to maximize these organic touchpoints rather than treating TikTok Shop as a standalone marketplace that requires building an audience from scratch.

What Are the Fees for Selling on TikTok Shop?

Understanding the fee structure is a critical part of setting up your TikTok Shop seller account and planning your pricing strategy. TikTok Shop, like most e-commerce platforms, charges sellers a percentage of each sale. These charges primarily consist of transaction and referral fees. It is crucial for brands to factor these costs into their unit economics to ensure profitability. Without a clear understanding of these fees, businesses might miscalculate their margins and find themselves in an unsustainable position. Understanding TikTok Shop fees for sellers in 2026 is essential before committing resources to the platform.

The primary fee you will encounter on TikTok Shop is the referral fee. For most products sold on the platform, this referral fee stands at 6% of the sale price. This percentage is taken directly from the revenue generated by each transaction. However, it is important to note that this percentage is not universal across all product categories. Some specific items, particularly certain jewelry pieces, are charged a slightly lower referral fee of 5%. This minor variation means that sellers dealing in different product types need to check the specific fee structure for their categories to get an accurate cost assessment. These fees are part of the operational costs that differentiate TikTok Shop from traditional DTC channels or other marketplaces, where unit economics, including customer acquisition costs, are structured differently.

Referral Fees Explained

The referral fee is TikTok Shop's primary commission for facilitating a sale through its platform. When a customer purchases your product, TikTok Shop takes a percentage of that sale as its fee. For the vast majority of products, this fee is 6%. This means if you sell an item for $100, TikTok Shop will deduct $6. This fee covers the cost of providing the marketplace, the payment processing, and the infrastructure that connects sellers with buyers. It's a fundamental part of the cost of doing business on the platform. This model is common across marketplaces, but the specific percentages can vary. Sellers need to account for this 6% when setting their product prices to maintain healthy profit margins. Failing to do so can quickly erode profitability, especially for businesses with tight margins.

Category-Specific Fees

While the 6% referral fee applies to most products, there is a notable exception for certain jewelry items, which are charged a 5% referral fee. This slight reduction might seem minor, but for high-volume sellers or those dealing in higher-priced items, it can impact overall profitability. It highlights the importance of checking the specific fee schedule for your particular product categories before listing. This granular approach to fees allows TikTok Shop to adjust for different market dynamics and product values. Sellers should carefully review the official TikTok Shop fee documentation to ensure they are applying the correct percentages to their pricing models. This due diligence ensures that there are no surprises when it comes to payout calculations and helps in strategic financial planning for your TikTok Shop operations.

Beyond Referral Fees

While referral fees are the most prominent, sellers should also be aware that there might be other associated costs, such as transaction fees. These fees are often related to payment processing and can vary depending on the payment method used by the customer. Though the research primarily highlights referral fees, a comprehensive understanding of all potential charges is crucial for accurate financial forecasting. It is also important to consider the overall cost of customer acquisition. While customer acquisition costs can be lower on TikTok Shop when structured correctly, this only holds true if brands abandon traditional marketplace thinking and embrace the content-driven model. This includes not just the direct fees but also the investment in creator partnerships and content creation, which are integral to success on the platform. A complete picture of all costs, both direct and indirect, is necessary for a sustainable and profitable TikTok Shop strategy.

How Does TikTok Shop's Content Model Differ from Traditional Marketplaces?

TikTok Shop's operating model is fundamentally distinct from traditional e-commerce platforms like Amazon or even direct-to-consumer (DTC) channels. This difference is not just a nuance; it dictates an entirely different strategy for sellers. While traditional marketplaces operate on a merchandising model, TikTok Shop thrives on a content model. Understanding this core distinction is paramount for any brand looking to succeed on the platform, as attempting to run TikTok Shop like another marketplace will likely lead to failure. The Darkroom team emphasizes this point, stating, "Brands treating this like another marketplace fail. This is why Darkroom approaches social commerce as a systems problem."

On traditional platforms, customers typically initiate a purchase journey by searching for a specific product. They see a listing, read descriptions, check reviews, and then decide to buy. This is an "intent demand" model, where the customer already knows what they want. In contrast, TikTok Shop captures "discovery demand." Here, a customer watches a video created by someone they follow or admire, sees a product tag embedded directly in the content, and can complete the purchase without ever leaving the app. This seamless, in-app checkout experience collapses the distance between curiosity and purchase, as 2POINT highlights, "Every extra tap between curiosity and purchase costs you real conversion, and TikTok Shop collapses that distance to almost zero." This content-first approach means that the levers for success are entirely different. On Amazon, leverage comes from keyword ranking, review velocity, and competitive pricing. On TikTok Shop, success is driven by creator relationships, content performance, and alignment with the platform's algorithm. The unit economics also differ, with potentially lower customer acquisition costs on TikTok Shop when the content model is correctly embraced.

Merchandising vs. Content: A Core Distinction

The difference between a merchandising model and a content model is the cornerstone of TikTok Shop's unique approach. In a merchandising model, exemplified by platforms like Amazon, the customer is actively searching for a product. They use keywords, browse categories, and compare different options based on product specifications, prices, and reviews. The emphasis is on product listings, detailed descriptions, and user-generated reviews to inform the purchase decision. It's a very logical and intent-driven process.

TikTok Shop, however, flips this script. It operates on a content model where discovery is organic and often serendipitous. Users are primarily on the platform to consume entertainment and engage with creators. Products are introduced within this content stream. A creator might be demonstrating a new beauty product, showcasing a fashion item, or reviewing a gadget in a short, engaging video or a live stream. The purchase decision is often influenced by the creator's recommendation, the product's visual appeal in action, and the immediacy of the in-app purchase option. This means that brands need to shift their focus from optimizing product listings to optimizing compelling, creator-led content.

Different Levers for Success

Because the underlying models are different, the strategies for achieving success also diverge significantly. On Amazon, a brand's leverage comes from mastering search engine optimization (SEO) within the platform, driving review velocity to build trust, and offering competitive pricing. These are all focused on attracting and converting customers who are already in a buying mindset.

On TikTok Shop, the levers are entirely different. Success hinges on cultivating strong creator relationships, producing high-performing content that resonates with the platform's audience, and aligning with the TikTok algorithm to ensure maximum reach. This requires an investment in building a network of affiliates, collaborating on engaging video content, and potentially running LIVE shopping events. Brands like Tarte, Crocs, and Pacsun have demonstrated that creator-first content combined with LIVE events drives the highest conversion volume on Shop. This means that marketing teams need to develop new skill sets and strategies focused on influencer marketing, video production, and real-time engagement rather than traditional product merchandising.

Unit Economics and Customer Acquisition

The operational differences also lead to different unit economics, particularly concerning customer acquisition costs (CAC). On traditional platforms, CAC can be high due to intense competition for keywords and advertising space. While TikTok Shop also has advertising, its content-driven, organic discovery model can lead to lower CAC when executed correctly. This is because engaging creator content can go viral, reaching a vast audience organically without direct ad spend for every view. The key is to leverage the platform's unique strengths: organic Shop content accounts for 85% of discovery, making creator partnerships and compelling content crucial.

However, this advantage only materializes if brands truly abandon the "marketplace thinking." If a brand tries to run TikTok Shop like they run Amazon, they will likely miss out on the platform's inherent efficiencies and find their CAC to be higher than necessary. The investment shifts from competitive bidding on keywords to building robust creator networks and producing authentic, engaging content that naturally drives discovery and sales. This requires a comprehensive understanding of a 2026 guide to selling on TikTok Shop and a willingness to adapt marketing and operational strategies accordingly.

How Do You Partner with Creators for TikTok Shop Success?

Partnering with creators is not just an option for TikTok Shop success; it is a fundamental requirement. The platform is built around a creator-first approach, meaning that influencers and content creators are the primary drivers of product discovery and sales. Brands that excel on TikTok Shop understand that their content strategy must be deeply integrated with creator collaborations, especially through affiliate programs, which serve as the main paid channel. This strategy allows brands to leverage the trust and reach that creators have built with their audiences, transforming recommendations into direct sales within the app.

Success on TikTok Shop relies heavily on a three-pronged approach: organic Shop content, affiliate programs, and Shop Ads. Among these, creator-led content, often facilitated through affiliate marketing, is paramount. Brands such as Tarte, Crocs, and Pacsun have demonstrated the power of combining creator-first content with LIVE events to generate the highest conversion volumes on the platform. For sellers, the challenge lies in efficiently finding and engaging the right creators who align with their brand and products. Fortunately, TikTok provides official channels and tools to facilitate this search, enabling data-driven decision-making in creator partnerships. In our analysis, we've seen that Affiliate Marketing through creators has become the most vital channel for organic growth for TikTok Shop sellers across Southeast Asia.

The Creator-First Imperative

TikTok Shop's entire ecosystem is designed to empower creators and their ability to influence purchasing decisions. Unlike traditional advertising where brands directly push messages, TikTok Shop thrives on authentic recommendations from trusted voices. When a creator features a product, their audience, who already trusts their judgment, is more likely to consider buying it. This is why a creator-first approach is essential. Brands must shift from simply advertising their products to enabling creators to authentically integrate products into their content. This often means providing creators with products, offering competitive commissions, and giving them creative freedom to produce content that resonates with their specific audience.

This strategy is not just about reach; it's about conversion. Creator-led content, especially when combined with dynamic LIVE shopping sessions, has proven to drive the highest conversion volumes. These live events allow creators to demonstrate products in real-time, answer questions, and build a sense of urgency, all while viewers can tap pinned products and make immediate purchases. This seamless integration of entertainment and commerce is where TikTok Shop truly shines, and it's powered by effective creator partnerships.

Finding the Right Creators

Identifying the right creators is a crucial step in building a successful TikTok Shop strategy. It's not enough to simply partner with anyone; precision sourcing is key to maximizing ROI. In 2026, data-driven decision-making is non-negotiable, as Duoke emphasizes. Sellers should prioritize TikTok’s internal ecosystem for creator discovery.

Official Channels for Creator Sourcing:

TikTok One: This platform serves as a central command center for sellers. It offers advanced filters that allow brands to screen creators based on critical metrics such as Follower Geography, Engagement Rate, Historical GMV (Gross Merchandise Volume), and Audience Purchasing Power Index. These filters enable brands to pinpoint creators whose audience demographics and past performance align perfectly with their target market and sales objectives.
Creator Leaderboards: These leaderboards provide insights into top-performing creators.
- The Branded Content Board is ideal for finding creators who have a proven track record of professional collaborations with brands and consistently deliver high-quality content. These creators are often reliable and experienced in promoting products effectively.
- The Native Content Board is where "Rising Stars" can be discovered. These creators are experiencing a surge in organic traffic and often offer the highest return on investment for early partnerships, as their reach is growing rapidly.

Building and Scaling Creator Networks

Once suitable creators are identified, the next step is to engage them effectively and build a robust creator matrix. High-impact outreach involves using flexible templates and multi-language support to boost response rates and lower barriers for collaboration. Offering referral rewards can incentivize creators to bring in other talented influencers, expanding your network organically and at a lower cost. Additionally, monitoring comments on popular videos can reveal potential micro-influencers or highly engaged users who might be excellent candidates for partnerships.

The TikTok Shop affiliate program is the primary mechanism for these partnerships. It allows brands to find creators who will promote their products and only pay a commission when a sale is made. This performance-based model is highly efficient, aligning the interests of both the brand and the creator. For creators, it offers a new monetization opportunity, allowing them to earn commissions by sharing products they discover and love. This symbiotic relationship is central to the success of TikTok Shop marketing guide for 2026 and helps brands scale their reach and sales without upfront advertising costs for every impression.

What are the Key Entry Points for Shoppers on TikTok Shop?

Shoppers can access and interact with TikTok Shop through several key entry points directly within the TikTok application. These integrated touchpoints are designed to minimize friction and allow users to seamlessly transition from content consumption to product discovery and purchase. The ability to discover, watch, and buy products without ever leaving the app is a core differentiator for TikTok Shop, significantly enhancing the user experience and driving conversion rates. This seamless journey is a cornerstone of its "discovery demand" model, where products are encountered naturally within the user's content feed rather than sought out through traditional search.

The main entry points for shoppers include the dedicated Shop Tab, shoppable in-feed videos, and LIVE Shopping sessions. Each of these methods offers a unique way for users to engage with products, catering to different browsing habits and levels of intent. The Shop Tab functions much like a curated marketplace homepage, allowing users to actively browse product categories and discover new items. Shoppable in-feed videos integrate product tags directly into the content users are already consuming, turning everyday scrolling into a shopping opportunity. Finally, LIVE Shopping sessions provide an interactive, real-time environment where creators demonstrate products, answer questions, and facilitate immediate purchases, mimicking a dynamic home shopping experience. These varied entry points ensure that brands can reach customers at multiple stages of their engagement with the platform.

The Shop Tab: A Curated Marketplace Homepage

The Shop Tab serves as a dedicated shopping hub within the TikTok app, acting much like a curated marketplace homepage. When users tap on this tab, they are presented with a selection of products, categories, and brands. This is where users can actively browse and explore products, similar to how they might navigate a traditional e-commerce site. However, even within the Shop Tab, the experience is often personalized and influenced by the user's past interactions, interests, and the creators they follow.

This entry point is crucial for capturing users who are in a more intentional shopping mindset. While TikTok Shop primarily thrives on discovery, the Shop Tab provides a structured environment for those who might be looking for something specific or simply want to see what's available. It allows brands to showcase their catalog in an organized manner, making it easier for potential customers to find and compare products. For sellers, optimizing product listings within the Shop Tab, including clear images, descriptions, and competitive pricing, becomes important here, even though the primary driver of sales remains content.

Shoppable In-Feed Videos: Seamless Discovery

Perhaps the most impactful entry point for shoppers is through shoppable in-feed videos. As users scroll through their "For You" page, they encounter short, engaging videos from creators and brands. When a video features a product, a discreet product tag or link is pinned directly onto the clip. A simple tap on this tag takes the user to a product detail page where they can learn more and make a purchase, all without ever leaving the TikTok app.

This method leverages TikTok's core strength: its powerful recommendation algorithm and the organic flow of content. Products are discovered naturally within the user's entertainment stream, often by creators they already trust. This removes the barrier of having to search for a product or navigate to an external website. The immediacy and convenience of in-feed shopping are key drivers of impulse purchases and contribute significantly to TikTok Shop's high conversion rates. For brands, this means creating compelling, short-form video content that not only entertains but also subtly integrates product promotion. This is where the creator-first approach truly shines, as engaging content from influencers can transform passive scrolling into active shopping.

LIVE Shopping Sessions: Real-Time Engagement

LIVE Shopping sessions offer another dynamic entry point, providing a real-time, interactive shopping experience. During a live stream, creators host events where they demonstrate products, answer questions from viewers in real-time, and engage directly with their audience. As the host demos products, viewers can tap on pinned product links that appear on the screen, adding items to their cart and completing purchases live.

These sessions create a sense of urgency and community, much like traditional home shopping channels but with the added layer of social interaction and influencer trust. Viewers can ask about product features, see items used in different contexts, and get immediate feedback from the host and other viewers. This interactive format builds trust and drives immediate conversions. Brands like Tarte, Crocs, and Pacsun have shown that combining creator-first content with LIVE events drives the highest conversion volume on Shop, highlighting the power of these real-time interactions. For sellers, participating in or hosting LIVE Shopping sessions requires careful planning, including coordinating with creators, managing inventory, and ensuring a smooth technical setup. It's a high-engagement, high-conversion channel that leverages the immediacy and authenticity of live video.

Frequently Asked Questions

How long does it take to verify a TikTok Shop seller account?

Verifying a TikTok Shop seller account typically takes 3-5 days. This process requires submitting business documentation and confirming your tax ID. It is recommended to complete this step in parallel with other store setup tasks to ensure a smooth and timely launch.

What are the main fees associated with selling on TikTok Shop?

The main fee for selling on TikTok Shop is the referral fee, which is a percentage of each sale. Most products carry a 6% referral fee, while certain jewelry items are charged 5%. These fees are crucial to factor into your pricing strategy for profitability.

Can I use a new TikTok account to set up my TikTok Shop?

While technically possible, it is critical to use your brand's primary TikTok account, especially one that already has an audience. Audience transfer between your existing organic content and your Shop drives organic Shop discovery, which accounts for 85% of transactions. Using a new account would significantly reduce this crucial organic reach.

What is the difference between TikTok Shop and traditional e-commerce platforms like Amazon?

TikTok Shop operates on a content model, where purchases are driven by creator videos and discovery. In contrast, traditional platforms like Amazon operate on a merchandising model, where customers search for products. On TikTok Shop, success depends on creator relationships and content performance, not keyword ranking or review velocity.

How important are creators for success on TikTok Shop?

Creators are extremely important for success on TikTok Shop. The platform is creator-first, with affiliate programs being the primary paid channel. Brands like Tarte, Crocs, and Pacsun have shown that creator-first content combined with LIVE events drives the highest conversion volume. Affiliate Marketing through creators has become the most vital channel for organic growth for TikTok Shop sellers across Southeast Asia.