After months of anticipation in the cross-border e-commerce community about TikTok Shop's impending U.S. launch, the platform has finally opened registration—but with significant restrictions that have tempered initial enthusiasm. On November 10, TikTok Shop quietly activated its U.S. registration portal, implementing an invitation-only system that prioritizes domestic American brands and sellers, leaving international merchants waiting.
U.S.-First Strategy: Invitation-Only Registration
The initial phase of TikTok Shop's U.S. operation will focus on small-scale testing with invited domestic merchants who gain access to special privileges, including the ability to livestream without follower requirements. Registration requires a U.S. phone number and email, or an existing TikTok account. Business registrations must provide U.S. company documentation and executive identification, while individual sellers need U.S. passports or driver's licenses. An invitation code is mandatory for all applications, creating additional barriers to entry.
One seller described the emotional rollercoaster: "From hearing about the U.S. launch to seeing the registration link appear, then learning about these restrictions—my excitement went from low to peak and back down again." This sentiment reflects widespread disappointment among international e-commerce merchants.
Learning From Past Mistakes: The UK Experience
TikTok's cautious approach contrasts sharply with typical e-commerce platform launches that actively recruit sellers. This restraint likely stems from lessons learned in the UK market, TikTok Shop's first international venture that underperformed expectations.
While TikTok Shop's Southeast Asian operations grew exponentially—with orders increasing 493% and gross merchandise value (GMV) rising 92%—the UK platform managed only $24 million in monthly GMV compared to Indonesia's $200 million. Analysts attribute this disparity to TikTok's initially lax UK registration standards that allowed entry with just a domestic business license and ID photo, flooding the platform with low-quality merchandise that damaged user experience.
The subsequent mass store suspensions and temporary registration freeze in April 2022 (later reopened in June) demonstrated the risks of uncontrolled expansion. The U.S. launch strategy appears designed to avoid repeating these mistakes through stricter quality control.
Strategic Preparation for the American Market
Despite current restrictions, TikTok has invested heavily in preparing for the lucrative U.S. e-commerce market, where consumer online spending reached $871 billion in 2021. The company began laying groundwork two years earlier through strategic partnerships and infrastructure development.
In October 2020, TikTok announced a collaboration with Shopify to develop U.S. e-commerce capabilities, later expanding testing of shopping cart features across North America. The platform has also explored live shopping formats through partnerships with U.S.-based platforms, though these initiatives remain in development.
Most significantly, TikTok is building dedicated logistics infrastructure for U.S. operations, including an international e-commerce fulfillment center to handle domestic and cross-border warehousing, customs clearance, and supply chain management—a critical investment for long-term competitiveness.
Advice for International Sellers
While immediate access remains limited, cross-border sellers should monitor platform developments closely. Early-phase policies often evolve, and preparation will be key when opportunities emerge. Merchants can build relevant experience through TikTok's existing content commerce features while exploring potential invitation opportunities through official channels.
The U.S. launch represents both challenge and opportunity—success will require patience, preparation, and the ability to meet TikTok's elevated quality standards as they gradually expand access.