Highlighting and rewarding influential brand sellers that demonstrate trust, reliability, and operational excellence.

• Gain credibility: Establish your store as a trusted seller, with TikTok's verification and badges to display on your shop profile.
• Boost confidence: Encourage shoppers to buy from you when you highlight your store's track record of strong performance.
• Increase visibility: Stand out from other sellers by getting featured in promotions and recommendations, reaching more shoppers.
  

How It Works

Our Shop Recognition program is designed to acknowledge and reward the select group of sellers who consistently stand out. Earning a badge is a mark of being a recognized, reliable seller who demonstrates a commitment to operational excellence and a seamless shopping experience for buyers.
Shop Recognition introduces three badges to help shoppers identify quality and trustworthy shops: Official Shop + blue checkmark, Gold Star Seller, and Silver Star Seller. Each seller can only have one of these badges at a time. For example, a seller can not have both an Official Shop and a Gold Star Seller badge.
Notable brands who meet the Official Shop requirements can receive an Official Shop badge along with the blue checkmark. Otherwise, they can participate in the performance-based recognition program, which includes Gold/Silver Star seller badge.
At a high level, we offer badges in two categories:

• Brand Shop Recognition: Brand shop recognition awards the Official Shop badge + blue checkmark to notable, trusted brands that deliver quality products and excellent service. Official Shops gain stronger visibility, better protection, and powerful growth tools—helping them stand out, build trust, and reach more customers. Gaining and maintaining the badge ensures continued access to these exclusive benefits.
  • The related Official Shop verification process will differ depending on whether you own the trademark or have the trademark owner's permission to sell their products. Therefore, you will need to be either the owner of the trademark or the exclusive authorized seller for the brand(s) being sold.
  • Read our Official Shop Verification section below to better understand what types of sellers can go through Official Shop verification and documents will be needed to be authorized specifically for the Official Shop badge + blue checkmark.

• Star Seller Recognition: A two-tier program designed to celebrate stellar performance.
  • Gold Star Seller: The Gold Star Seller badge is given to shops that consistently deliver excellent customer experiences with their product selection, product quality, and other key metrics.
  • Silver Star Seller: The Silver Star Seller badge is given to shops that have consistently met performance standards for their produIct selection, product quality, and other key metrics.

If you need any assistance with your shop's badge, please contact customer service or your Account Manager.

Official Shop Badge + Blue Checkmark

To ensure that the Official Shop badge remains the highest symbol of authenticity and trustworthiness, we are also strengthening the requirements for our Brand Recognition program.

Step 1: Official Shop Verification

Starting January 2026, we will require sellers to apply for Official Shop Verification if they want the Official Shop Badge + Blue Checkmark. Shop Verification is the process of confirming your shop's authenticity and brand authorization. Once your shop is verified, you will be eligible to meet additional performance criteria to earn the Official Shop Badge + blue checkmark.

Important note: Launch date subject to change.

As part of Official Shop Verification approval, there will be certain program requirements:

• Each individual brand can only have one Official Shop + blue checkmark badged Shop on the platform
• Upon acknowledgement of the updated program & meeting updated performance criteria, your Shop name will be auto-updated to your brand name
• Only products from your own brand (or brands you are authorized and verified to sell) can be listed

Verify your business type and documents: The first step of Official Shop Verification is to verify your business type and documents. Please note that the process will differ depending on whether you own the trademark or have the trademark owner's permission to sell their products. Meaning:

• Trademark owners will be asked to go through the Automatic Trademark Verification (ATV) process in Qualification Center. This process will verify that you are the trademark owner. For more information on this process, read here.
• Exclusive Authorized Sellers are authorized from the brand (i.e. Trademark owner) as the sole retailer for the brand. As such, an Exclusive Letter of Authorization must come and be issued by the owner of the brand. Starting January 2026, this document can be uploaded in Qualification Center. If you need support verifying yourself as an Exclusive Authorized Seller before January 2026 and have an Exclusive Letter of Authorization, please reach out to your Account Manager.
• Official Wholesalers (Retailer), will be required to provide a Class 35 trademark owned by your company or an Exclusive Letter of Authorization. Starting January 2026, this document can be uploaded in Qualification Center. If you need support verifying yourself as an Exclusive Authorized Seller before January 2026 and have an Exclusive Letter of Authorization, please reach out to your Account Manager.

Important Notes:

• For some sellers who own their trademark and have gone through the ATV process already, you will simply need to go to the Brand Recognition page in Seller Center and acknowledge a pop-up to complete the Official Shop Verification process.
• For applicable sellers, please also note that there is a difference between an Exclusive Letter of Authorization and a Letter of Authorization. For the purposes of Official Shop Verification, an Exclusive Letter of Authorization is needed as this specifies you as the sole retailer of the brand.
• If you sell multiple brands, please avoid using "Official" or "Flagship" (or similar variations) in your shop name.
• The review of a brand name usually takes ~2 business days, so follow the above guidance to avoid any delays or issues.

Please see the sections below for more details about the various ways you can verify your business type and documents.

1. Brand / Trademark Owner

If a Brand is the Trademark Owner, it means that they are the entity or individual whose name is officially registered with the relevant intellectual property office (such as the USPTO in the United States) and that they are designated as the legal owner of the brand's trademark. If you are this type of seller, you will be asked to go through the Automatic Trademark Verification (ATV) process in Qualification Center. This process will verify that you are the trademark owner. For more information on this process, read here.
Starting January 2026, we will also provide a faster way to navigate to Qualification Center from the Brand Recognition page so you can complete the same process.

2. Exclusive Authorized Seller

Exclusive Authorization refers to authorization from the owner of the brand to the specific merchant, permitting only that merchant to operate an official shop on the TikTok Shop platform on behalf of the brand and as the sole official representative of that brand on TikTok Shop.
If your company name does not match the Trademark Owner listed on the USPTO, you can submit an exclusive authorization document to be certified as an official shop instead.

• An Exclusive Authorized Seller is the sole authorized retailer of the seller account. The Letter of Authorization must come and be issued by the owner of the brand.
• This option will grant you the use of the Official Shop badge for this brand only. This means you will not be able to sell restricted brands or products to other brands once you are granted the badge.
• If there is already another seller that has been designated as an Exclusive Authorized Seller for the brand in question, you will not be able to apply for authorization.

❗IMPORTANT: The Exclusive Authorized Seller designation is not the same as exclusive distribution status, whereby other sellers can still list the branded products, but they will not have the Official Shop badge.

3. Official Wholesaler (Retailer)

A Class 35 wholesaler is a business that buys goods in large quantities from manufacturers or suppliers and sells them to retailers or other commercial buyers, rather than to individual consumers. Under Nice Classification Class 35, wholesaling falls within “advertising; business management; business administration,” so it covers activities like sourcing products, managing inventory, distributing goods, and providing related business services.
On TikTok Shop, this allows official Wholesalers to list products without brand restrictions.

• If you are an authorized retailer, you will have access to normally restricted brands without the need for additional Brand Authorization.
• You will be required to provide a Class 35 trademark owned by your company, or you must provide an Exclusive Letter of Authorization (LOA) provided by a company with a Class 35 trademark authorizing you to sell their merchandise.

Be sure to read our FAQs for even more information on the Official Shop Verification process.

Step 2: Official Shop Performance Criteria

Additionally, to ensure Official Shop badged sellers meet certain service guarantees, we will also strengthen our performance criteria requirements for the badge starting January 2026.

1. Notable brand
2. [STARTING JAN 2026] Complete the first step of the updated Brand shop recognition program and go through Official Shop Verification. See our Step 1 section above for what documents you will need as this varies based on your business type
3. Shop has the brand logo uploaded
4. Maintain a minimum of 5 sellable and in-stock products in your Shop
5. [STARTING JAN 2026] We will calculate the average of your Shop Performance Score (SPS) over the past 30 days, and this score must be at least 3.5. This will replace the previous required score of at least 2.5
6. No customer reports of counterfeit products or other violations.
7. [STARTING JAN 2026] Provide a 30-day return window for all product categories. In rare cases, select Official Shops with prior platform agreements may follow alternative return windows.
8. [STARTING JAN 2026] Enable free shipping coverage for at least 70% of your products within the most recent 30 days.
9. [STARTING JAN 2026] Upon meeting Official Shop requirements, your shop name will be updated to your brand name. Only products from your own brand may be listed. Products from other brands will be removed unless you are a wholesaler or retailer holding a valid Class 35 trademark.

Accessing your Brand Recognition Page

For sellers eligible for the Official Shop badge + blue checkmark, you can navigate to your Brand Recognition Page using the sidebar in Seller Center. This will be your one-stop shop for all information and updates on the program.
To find the Brand Recognition page, go to Seller Center > click on Growth > Click Brand seller recognition

A sneak peek at the updated Brand shop recognition page in Seller Center coming later in December 2025.

How to use the Brand Recognition Page

1. Review your Brand Recognition Benefits
   • See your Brand Recognition benefits at-a-glance
   • Click any "question mark icon" to see more information and access additional resources to understand the benefits available to you and how they help your Shop stand apart
2. Check Criteria & Qualification Progress

Badge eligibility is reviewed over a 30-day period, with evaluations conducted on the first of each month. For example badge eligibility for the month of February 2025 would occur on February 1st, 2025, reviewing how your Shop did against the criteria through the month of January 2025.
Please note that shop criteria is measured on two cadences depending on the metric:

• Maintain every day: Program criteria such as having a notable brand, having an uploaded logo, maintaining low IPR risk, having 5 or more sellable products listed, and offering 30-days free returns will have to be maintained every day
• Maintain monthly: Other program criteria such as having a Shop Performance Score ≥3.5 and free shipping coverage accounting for ≥70% of your catalog will be evaluated on a monthly basis

To avoid issues with data processing at the end of the month, we recommend meeting all badge criteria a couple of days before the evaluating period ends.

• Review your progress to-date on the required 30-day performance criteria to understand any outstanding action items needed to receive/maintain your Official Shop badge
• Click any "question mark icon" to see more information and access relevant pages for deeper insights

Star Seller Badges

• Gold Star Seller: The Gold Star Seller badge is given to shops that consistently deliver excellent customer experiences with their product selection, product quality, and other key metrics.
• Silver Star Seller: The Silver Star Seller badge is given to shops that have consistently met performance standards for their product selection, product quality, and other key metrics.

To qualify as a Gold Star Seller, your shop must meet the following criteria:

• Be actively involved on TikTok Shop
• Have a shop logo
• Seller Reputation Points: >10000
• Positive Product-Rating Rate: ≥80%
• Shop Performance Score (SPS): ≥4.0
• Have at least one active product listing

To qualify as a Silver Star Seller, your shop must meet the following criteria:

• Be actively involved on TikTok Shop
• Have a shop logo
• Seller Reputation Points: >2000
• Positive Product-Rating Rate: ≥80%
• Shop Performance Score (SPS): ≥4.0
• Have at least one active product listing

How are Seller Reputation Points calculated?

Seller Reputation Points are calculated based on customers' product rating per order, as follows:

Accessing your Star Seller Page

Important Note: Badge eligibility is reviewed over a 30-day period, with evaluations conducted on the first of each month. For example badge eligibility for the month of February 2025 would occur on February 1st, 2025, reviewing how your Shop did against the criteria through the month of January 2025.
To avoid issues with data processing at the end of the month, we recommend meeting all badge criteria a couple of days before the evaluating period ends.
For sellers who qualify for the Star Seller Recognition category of the Shop Recognition Program, you can navigate to your Star Seller Page using the sidebar in Seller Center. Click on 'Account Health' > 'Star Seller'.

How to use the Star Seller Page

1. Check Tiering & Benefits
   • Hover to switch between tiers and view associated benefits.
   • Hover to see where badges are displayed.
2. Explore Shop Recognition Badge Criteria
   • Hover over metrics for detailed explanations via tooltips.
   • Click to access relevant pages for deeper insights.
3. Understand Seller Reputation Points
   • View clear scoring standards to track and improve performance.

FAQ

1. What is the Shop Recognition program? Shop Recognition uses badges to indicate when TikTok recognizes a shop for its brand influence or shop performance, helping shoppers discover quality and trustworthy shops.
2. What happened to my Top Brand or Authorized Seller badge? At TikTok, we are always evaluating our Shop Recognition program to ensure it resonates clearly with shoppers. The Top Brand and Authorized Seller badges were sunset on November 7th, 2025. Sellers should evaluate badge criteria and work towards the badge that applies to their shop(s) - Official Brand, Gold Star Seller, or Silver Star Seller.
3. What happened to my Star Shop badge? The Star Shop badge has been replaced by Star Seller Recognition within the Shop Recognition Program. This includes the Gold Star Seller and Silver Star Seller badges. The Gold & Silver Star Seller program is a two-tier initiative designed to recognize outstanding performance among independent sellers. TikTok Shop assesses sellers based on key performance metrics, including rating history and order volume. To view this upgraded badge program on your Seller Center, navigate to 'Account Health' > 'Star Seller' to check the qualifying criteria and your latest badge status.

4. What are the different badges? The new program features three badges: Official Shop, Gold Star Seller, and Silver Star Seller. A single store can only have one of these three badges.
5. Who is eligible for these badges? Brand owners are eligible for the Official Shop badge. High-performing sellers who are not brand owners or authorized sellers still can receive recognition with Gold Star Seller or Silver Star Seller badges.
6. Are these badges permanent? No. Sellers must continuously maintain eligibility requirements to have a badge. We refresh sellers' shop performance data on a monthly basis, including customer service feedback, the number of products available for sale, and Shop Performance Score, to name just a few areas. This means that a seller may lose a badge for a month, and then regain it later if their performance improves later. Similarly, a seller may move between Gold Star Seller and Silver Star Seller levels.
7. How can sellers check their badge status? Depending on which badge a seller is eligible for, there are currently 2 places in Seller Center to check for updates:
   • Brand seller recognition page: Found within the Growth section of Seller Center, this page will provide clear guidance on how your shop can achieve and maintain the Brand Recognition badge -- Official Shop,
   • Star Seller program page: Found within the Account health section of Seller Center, this page will detail the criteria and benefits for the Star Seller Recognition badges -- Gold Star Seller or Silver Star Seller.
8. Do these badges replace the blue checkmark? No, the verification badge and blue checkmark will appear together with Brand Recognition badge (Official Shop).
9. Can I appeal my Gold or Silver Star Seller status if I disagree? Yes, you can appeal your Star Seller status in Seller Center by following these steps:
   • Click Account Health, then Star Sellers. On the Star sellers page, click "Correct Star Sellers badge"
   • File an appeal based on the reason you believe you need a correction.
   • Once you've submitted your appeal, you can click Appeal Details to monitor the status.
10. I want to list branded products and want to get my trademark verified. Do I need to go through the Official Shop Verification process? If you are eligible, we welcome you to get badged. However, a consideration to keep in mind is that Official Shops will need to only sell products under the brand they own. If you do not wish to face this restriction, you are able to verify your trademark and not face this limitation in our Qualification Center.
11. What restrictions do I face as an Official Brand Shop? You may not list any other brands in your shop. If you fail to remove products that feature other brands on your shop, you will be at risk of having your Official Brand status revoked.
12. What restrictions do I face as a Wholesaler? Wholesalers do not face restrictions for listings. Wholesalers can list any restricted brand and will only be restricted on the category level.
13. What is an Exclusive Letter of Authorization? An exclusive letter of authorization is a brand signed document allowing the exclusive rights for that seller to be the brand's representative on the platform. For the official shop, the seller can provide an exclusive LOA either for a Class 35 trademark (Wholesaler) or any other form of trademark for the official brand shop.
14. What is a Class 35 Trademark? A Class 35 wholesaler is a business that buys goods in large quantities from manufacturers or suppliers and sells them to retailers or other commercial buyers, rather than to individual consumers. Under Nice Classification Class 35, wholesaling falls within “advertising; business management; business administration,” so it covers activities like sourcing products, managing inventory, distributing goods, and providing related business services.
15. What if I'm already a Brand Owner? If you have gone through the ATV process, you will be prompted to select one of your trademarks in the Official Shop page.