The US e-commerce market is undergoing significant transformation, with sellers increasingly looking beyond saturated platforms like Amazon. The emerging star capturing attention is TikTok Shop's US marketplace—not just another sales channel, but potentially a game-changing opportunity for growth-oriented sellers.
TikTok Shop US: Balancing Opportunity With Challenges
Following notable successes in the UK and Southeast Asian markets, where TikTok Shop generated substantial revenue for many sellers, the platform has now opened registration for its US marketplace. TikTok's ambitious goal to achieve 10x GMV growth in the US this year presents a compelling opportunity for Amazon sellers seeking to overcome current growth limitations.
However, these opportunities come with challenges. TikTok Shop's US marketplace isn't universally accessible—initial access is restricted to invited US-based brands and sellers through an exclusive invitation system.
Understanding the Invitation-Only Access Model
TikTok has established specific requirements for US marketplace registration:
- Account requirements: US phone number and email, or an existing TikTok account
- Business verification: US business license and owner's passport/driver's license for companies; US passport/driver's license for individuals
- Invitation code: Mandatory for all registration attempts
This invitation system follows TikTok Shop's established pattern in other markets, typically prioritizing top-performing sellers. While some sellers may obtain codes through TikTok's business development managers, availability remains limited and highly competitive.
Why Stricter US Market Entry Requirements?
TikTok's cautious approach to US marketplace expansion reflects lessons learned from previous market launches:
- UK market challenges: Initial low barriers led to an influx of sellers with inconsistent product quality, resulting in elevated customer complaints and reputational damage
- Strategic reevaluation: While Southeast Asian markets succeeded, the UK's performance fell short of expectations, prompting platform policy revisions
- Risk management: Recent suspensions of UK seller accounts and temporary registration closures demonstrate TikTok's commitment to quality control
These experiences have informed TikTok's measured US marketplace rollout, prioritizing sustainable growth over rapid expansion.
Strategies for Amazon Sellers to Access TikTok Shop US
While current access remains restricted, Amazon sellers can position themselves for future opportunities:
- Monitor TikTok Shop US developments for policy updates
- Prepare necessary documentation in advance (business licenses, identification)
- Explore partnerships with invitation code holders
- Focus on product quality and operational excellence
- Consider alternative TikTok engagement through advertising
The launch of TikTok Shop US presents significant potential for e-commerce sellers, but requires strategic planning rather than impulsive action. Success will favor those who combine preparation with patience, building sustainable operations in this evolving marketplace.