The social media giant now has a billion users worldwide and sells a bewildering range of products through its in-app shop – everything from headphones and makeup to bagel guillotines and pheromone oil.
But should you be wary of buying cheap products promoted by TikTok’s countless influencers? And if an item is faulty or doesn’t turn up, will you get your money back?
Here’s what you need to know before snapping up that trending product - from TikTok Shop's marketing tactics and returns policy to data security concerns and dangerous electricals.
What is TikTok Shop?
The social media platform's shopping service is integrated into its app. The latest iteration of TikTok Shop officially launched in the UK and US in September 2023.
Like Amazon and eBay, Tiktok Shop is a marketplace: products are sold by third parties, not by the social media platform itself. It offers sellers a huge audience of potential customers and nets a 5% commission in return. According to TikTok, sellers must be located in the UK.
There are big-name brands and high-street retailers on TikTok, such as Garnier and M&S. You’ll also find plenty of private and third-party sellers you’ve never heard of, as well as influencers who are paid to promote products to their followers (more on that below).
7% of UK adults purchased a product through TikTok last year according to our nationally representative survey - that’s around 2.8 million people.
Pervasive marketing tactics
Buying through TikTok feels quite different from buying from your average shopping app.
Users usually discover products through the videos they see rather than actively searching for something, and brands tend to promote their wares through content rather than adverts. Social shopping feels more intimate than buying from a regular online retailer, which can make you more inclined to part with your cash.
TikTok’s shopping channel-style live videos allow you to ask questions about a product in real time, then immediately buy it by tapping a pinned product or browsing the basket icon. These live videos often play pumping music and encourage viewers to place an order immediately so they can watch it being packed.
Sellers often create a sense of urgency by promoting a ‘flash sale’ with a countdown clock, or by claiming there’s limited stock - which all piles on the pressure to buy. When you click on the product in the ‘shop’ tab, it suddenly feels like every other video you see is trying to sell you a product.
Even if you’re not looking to purchase anything, you’re likely to be bombarded by promotional videos by influencers. Take these reviews with a big pinch of salt as they’re often paid, earn a commission or receive free products.
Any TikToker with 1,000 followers (5,000 in the US) can become a ‘creator’, add products to their ‘showcase’ (a feature that allows customers to shop directly from their account) and request free samples from sellers. If you buy something from a creator’s showcase, or via an affiliate link in a promotional video, they earn a commission.
Brands often pay to ‘boost’ creator-generated videos so that more people see them, making sponsored content difficult to spot. TikTok also makes it easy for brands to invite creators with 10,000 followers to market their products via its Creator Marketplace.
There’s also a trend for ordinary users to post videos about products they’ve bought using hashtags such as #tiktokmademebuyit. Some exclusively share the latest bargain they’ve bought from TikTok Shop.
Why is TikTok Shop so cheap?
TikTok Shop’s prices are often remarkably cheap.
This is partly because the social media app funds promotions to lure in customers and boost new sellers’ sales. New customers are offered special deals, coupons and free delivery on their first order. It's also a marketing tactic: users often post videos about their amazing bargains.
TikTok also charges a lower commission rate than Amazon and eBay and some sellers pass this saving onto their customers. Lots of brands and retailers do flash deals or sales that are exclusive to TikTok in the hope of attracting customers and going viral.
There are also lots of very cheap goods from China on TikTok Shop. When we checked the ‘exclusive deals’ available, four of the top 10 products were shipped directly from China including a tracksuit for just £3.96 and leggings for 97p.
Are products on TikTok dangerous or fake?
Unlike regular online retailers, marketplaces such as TikTok Shop aren’t legally responsible for the quality and safety of the products sold by third-party sellers. Most don’t vet them at all and Which? investigations have often found unsafe products on online marketplaces.
We also bought cheap electrical items from TikTok Shop, Temu, Etsy, eBay and Amazon, including charging plugs and cables. After a gentle stress test 11 of 14 products fell apart to reveal exposed wires and shoddy manufacturing.
A children’s toy recalled in 2022 because of a choking risk was also on sale on TikTok Shop. When we alerted TikTok, the toy and electricals were removed.
Counterfeit products are likely to be very poor-quality and contain unknown, potentially dangerous components or ingredients.
What is TikTok’s returns and refunds policy?
When you buy an item through TikTok, you have a 30-day window to request a return from the date of delivery. You can return it for free by selecting a ‘drop-off’ return option - TikTok will provide a prepaid return label. The exception is items that weigh over 15kg or cost more than £1,500.
The app’s return policy states that your refund will be issued within seven days if you paid with a credit or debit card, and within 10 days if you used Apple Pay. Some items cannot be returned unless damaged, faulty or misdescribed, such as computer or audio products where the security seal has been broken, or health products where the packaging has been opened.
If you have an issue with an item you buy from TikTok Shop, the platform takes no responsibility. Its T&Cs say: ‘We may facilitate communications between you and third parties on a case-by-case basis, but are not a party to any such dispute and have no obligation to do so.'
This is unlike Ebay and Amazon, which offer refund guarantees if, say, an item arrives broken or faulty, or doesn’t turn up at all. TikTok has a built-in dispute resolution system, but you can only raise a dispute within 30 days of delivery.
If you buy from a brand or retailer on TikTok, your rights are the same as when you buy from any online store. When you purchase from an individual seller on a marketplace, the principle of ‘buyer beware’ applies: the goods must be as they were described to you by the seller, but there's no obligation on the seller to disclose any faults.
Find out more:Reports of TikTok scams
On Trustpilot, 87% of the 237 user reviews of TikTok Shop (listed as TikTok-Marketplace.com) are just one star.
The majority of negative reviews from shoppers say their items never turned up. In some cases, the seller’s TikTok account disappeared soon after they placed their order. Other complaints were from people who received poor-quality items, faulty goods or terrible customer service.
TikTok data security concerns
TikTok’s privacy policy requires users to give permission for the app to access data including information about your contacts, location and device. This data is then collected and stored by its Chinese owner, Bytedance.
Critics fear this data could fall into the hands of the Chinese government due to security laws that require companies to turn over customer data if requested. TikTok insists it wouldn’t hand over foreign users’ data to Beijing.
US lawmakers are considering outlawing the app unless its Chinese owners sell the company. American officials are also worried that TikTok could politically or culturally influence users.
The UK government has banned TikTok from staff work devices due to the potential vulnerability of sensitive information, as has the European Commission.
Last October, Indonesia banned TikTok Shop to protect users’ data and local retailers. It’s since been announced that its shopping platform will be integrated into Indonesia's biggest e-commerce site, Tokopedia.
How to shop safely on TikTok
Do some research before you buy. Don’t trust creators' product reviews. Avoid buying electricals, toys and big-ticket items from unknown sellers. Look out for counterfeits.Check the delivery cost and return policy. Pay with a credit card if you spend more than £100.source https://www.which.co.uk/news/article/what-is-tiktok-shop-and-is-it-safe-to-buy-from-asiDe6z3gDwB