Navigating Douyin Shop's ever-changing policies can feel like predicting the weather—just when you think you've got it figured out, new rules emerge. Recent updates to product pool eligibility, new seller assessments, and the "Premium Alliance" program directly impact store traffic and operations. Here’s a breakdown of the critical changes sellers should note.
1. Premium Alliance Threshold Adjustments: Product Return Rate Takes Center Stage
Previously, complaint rates were a key factor for product admission to the Premium Alliance. The new policy removes this requirement, focusing instead on product return rates—a shift emphasizing quality and user experience.
Key changes include:
- Admission Criteria: Complaint rate requirements are eliminated. Category-specific return rate thresholds now determine eligibility. Sellers must ensure their 30-day return rate stays below their category’s benchmark.
- Removal Criteria: Products exceeding their category’s return rate will be delisted, mirroring admission standards.
- New Service Metrics: Certain categories now require sellers to meet service performance indicators (e.g., shipping speed, after-sales support), though exact parameters remain unspecified.
2. Douyin Mall Product Pool Standards: Product Competitiveness Is Paramount
To qualify for mall traffic, products must meet stringent criteria beyond basic store requirements (e.g., maintaining a 4.3+ experience score). Key prerequisites:
- Product Tier: Must achieve at least G1 ranking, reflecting competitive sales, click-through, and conversion rates.
- Product Type: Only standard physical goods are eligible; virtual or secondhand items are excluded.
- Listing Quality: Perfect 100-point score per Product Listing Guidelines , requiring accurate titles, descriptions, and images.
- No Duplicate Listings: Identical items cannot all enter the pool, incentivizing differentiated offerings.
- Listing Stability: Products must remain consistently active—no more than four deactivations/reactivations weekly.
- Price Consistency: Frequent or drastic price adjustments (especially above historical levels) will reduce visibility.
3. New Seller Rules: Lower Order Volume, Stricter Metrics
Previously, new sellers needed 1,000 orders to graduate from probation; now, only 100 are required. However, the trade-off is heightened scrutiny:
- Three-Rate Assessment: New evaluations for sell-through rate (percentage of listed items with sales), positive review rate, and return rate. Failing these may block graduation even with 100 orders.
- Dynamic Reviews: Manual order-limit removal requests are discontinued. Instead, ongoing performance evaluations determine limits, settlement timelines, and Premium Alliance promotion eligibility.
4. Product Image Rules: Visual Appeal Drives Traffic
High-quality main images are now explicitly tied to visibility. Compliant images offer multiple advantages:
- Eligibility for platform recommendations and mall placement.
- Boosts to product baseline scores and experience ratings.
- Qualification for select promotional events.
Images must be clear, authentic, and highlight product features while adhering to platform standards.
5. Instant Refunds: Mandatory for Most Sellers
Except for custom or virtual goods, all shops now automatically enable post-shipment instant refunds—users receive refunds without merchant approval. While this improves buyer satisfaction, sellers must prioritize quality control to minimize losses.
These updates underscore Douyin Shop’s focus on quality, user experience, and operational discipline. Sellers who adapt swiftly will be best positioned to capitalize on platform traffic and growth opportunities.