Imagine scrolling through TikTok on your couch when a mouthwatering food video appears—sizzling barbecue, exquisite desserts—instantly triggering your appetite. Now imagine being able to order those delicacies directly through TikTok Shop for home delivery. This scenario just became reality as TikTok Shop has officially opened its food category to cross-border sellers through an invitation-only program.
The New Cross-Border E-Commerce Opportunity: TikTok's Food Marketplace
Previously, cross-border sellers faced restrictions when attempting to sell snacks and specialty foods on TikTok Shop. The platform maintained a blanket prohibition on international food sales—until now. This strategic shift creates a significant growth opportunity in the competitive cross-border e-commerce landscape.
Market data underscores the potential. According to the China Industrial Research Institute, China's food export value reached $69.191 billion from January to November 2022, representing 7.9% year-over-year growth. This robust demand positions TikTok Shop's category expansion as perfectly timed to capitalize on international appetite for Chinese food products.
Entry Requirements: Not Everyone Gets a Seat at the Table
The platform has established strict eligibility criteria for food sellers. Currently available in Vietnam, Malaysia, Thailand, Philippines, and Singapore, the program accepts applications from mainland Chinese and Hong Kong-based companies meeting these requirements:
- Business credentials: Valid business license (non-individual) with food category coverage (licenses with less than 1 year validity won't qualify)
- Intellectual property: Trademark registration certificate for brand owners or authorization documents for licensed sellers
- Food operation permits: Mandatory food business licenses
- Logistics capability: Ability to ship from overseas to TikTok's certified warehouses
- Local compliance: Thai sellers require Thai FDA licenses (other markets currently exempt)
The program currently permits only prepackaged foods across these categories: instant meals, grains/oils/condiments, beverages, snacks, and baking ingredients—with alcohol products explicitly excluded.
TikTok: The Ultimate Food Discovery Platform
TikTok's reputation as a "trend incubator" and "discovery engine" proves particularly potent for food content. The platform has become a global culinary showcase, with the #food hashtag accumulating 106.6 billion views this year alone.
From cooking tutorials to viral recipes, TikTok's food content ecosystem thrives on creative presentations and sensory appeal. "I constantly crave foods after seeing TikTok videos," shares a Thai user. "The sizzling sounds, the glistening textures—they make you want to taste everything immediately."
2022's TikTok Food Trends: What Went Viral Globally?
Restaurant chain Chiquito's analysis of 2022's most-viewed TikTok food trends reveals fascinating insights into platform preferences:
- Cloud bread: 3.4 billion views (three-ingredient low-carb alternative)
- Baked oats: 1.3 billion views (simple chocolate-enhanced preparation)
- Charcuterie boards: 1.2 billion views (artisanal meat/cheese displays)
- Pasta chips: 1.1 billion views (crispy fried pasta snacks)
- Mug cakes: 1 billion views (single-serving microwave desserts)
Notably, seventh-ranked "pink sauce"—a dragon fruit-based condiment created by chef Pii—demonstrated TikTok's product-launch potential. Initially controversial, the viral sensation overcame early skepticism and secured retail distribution deals in the UK.
Capitalizing on TikTok's Food Marketplace
For sellers entering this space, three strategic pillars emerge:
Product selection: Combine trending TikTok foods with distinctive Chinese specialties like hot pot ingredients or spicy snacks. Quality and authentic flavors remain paramount.
Content strategy: Leverage video formats to demonstrate preparation methods and texture profiles. Collaborate with food influencers and participate in hashtag challenges for amplified reach.
Compliance focus: Strictly adhere to local food regulations while maintaining responsive customer service to build marketplace reputation.
This category expansion represents a substantial opportunity for cross-border food commerce. By aligning product offerings with platform trends and executing compelling content strategies, sellers can establish early leadership in TikTok's burgeoning food economy.