Shop Recognition Program

TikTok Shop's Shop Recognition Program is designed to help sellers showcase their brand credibility and operational strength through clear shop badges, and build consumer trust.
Currently, the Shop Recognition Program includes two mechanisms:

1. Brand Shop Recognition: Applies to Official Shop, Brand Authorized Seller, and Direct-to-Consumer Shop. Eligibility is primarily based on brand recognition, business performance, trademark ownership, and the shop’s affiliation with the brand.
2. Performance-based recognition: A two-tier program designed to celebrate stellar performance. Applies to Gold Star Seller and Silver Star Seller.

• A shop can hold only one of the following badges at a time: Official Shop, Brand Authorized Seller, or Direct-to-Consumer Shop.
• Gold Star Seller / Silver Star Seller can be awarded together with Brand Authorized Seller or Direct-to-Consumer Shop, but cannot be combined with Official Shop.
• Each brand can have only one Official Shop on the platform. If a brand already has an Official Shop, other shops under that brand may still qualify for Brand Authorized Seller, Direct-to-Consumer Shop, or Gold / Silver Star Seller, provided they meet the requirements.

Badge Types and How to Get Verified

To recognize trustworthy shops that deliver quality products and excellent service, the platform has introduced a tiered shop recognition system. Different badges represent different shop types and come with their own eligibility requirements, verification documents, and maintenance criteria.

Brand Shop Recognition

Star Seller Recognition

How do I get the Official Shop (Official Shop + blue checkmark) badge?

Sellers must first complete Official Shop Verification on the Brand Recognition page. After passing qualification review and continuing to meet platform requirements, they can earn this badge.
Verification path / entry: Seller Center > Growth > Brand Recognition
After clicking Apply verification, please choose the shop type that best aligns with your business.
Required materials

• Official Shop Brand owner: complete ATV automatic trademark verification
  • Brand owner: complete ATV automatic trademark verification
  • Or exclusive authorized seller: provide an exclusive Letter of Authorization (LOA) issued by the brand owner
• Official Shop - Wholesaler: The official representative of a wholesaler. This status can be obtained with a Class 35 trademark registration certificate or an exclusive Letter of Authorization issued by the Class 35 trademark owner. Best for sellers with a broad assortment of branded products.

On this page, you can:

1. Review the benefits of brand recognition
2. Get a quick overview of the key benefits tied to brand badges
3. Click any question mark icon to learn more about each benefit, related resources, and the value it brings to your shop

Note：Exclusive Authorized SellerExclusive Authorization refers to authorization from the brand owner to a specific seller, allowing only that seller to operate an Official Shop on TikTok Shop as the brand's sole official representative on the platform.
If your company name does not match the trademark owner listed with the United States Patent and Trademark Office (USPTO), you may submit an exclusive authorization document instead to qualify for Official Shop verification.

• An Exclusive Authorized Seller is the sole authorized retailer for the brand tied to that seller account. The Exclusive Letter of Authorization (LOA) must be issued by the brand owner.
• This option grants use of the Official Shop badge for that brand only. Once the badge is granted, you may not sell restricted brands or products from other brands.
• If another seller has already been designated as the Exclusive Authorized Seller for the brand in question, you will not be able to apply.
• ❗IMPORTANT: The Exclusive Authorized Seller designation is not the same as exclusive distribution status. Other sellers may still list products from the same brand, but they will not have the Official Shop badge.

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, covering activities such as product sourcing, inventory management, merchandise distribution, and related business services.
On TikTok Shop, this allows Official Wholesalers to list products without brand restrictions.

• If you are an authorized retailer, you may access normally restricted brands without needing additional brand authorization.
• You must provide a Class 35 trademark owned by your company, or an exclusive Letter of Authorization (LOA) issued by a company with a Class 35 trademark, to verify your selling qualification.

How do I get the Brand Authorized Seller (Brand Authorized Seller) badge?

If you are eligible for the Brand Authorized Seller program, you will see a module at the bottom of the Brand Recognition page guiding you through verification.
Verification path / entry: Seller Center > Growth > Brand Recognition
Required materials

• Distributors / Agents: A verified first-tier or second-tier brand authorization letter from notable brand

NoteBrand Authorized Seller verification confirms that you have permission from the trademark owner to sell the brand's products.

How do I get the Direct-to-Consumer Shop (Direct-to-Consumer Shop) badge?

If you are eligible for the Direct-to-Consumer Shop program, you will see a module at the bottom of the Brand Recognition page guiding you through verification.
Verification path / entry: Seller Center > Growth > Brand Recognition
Verification steps:

• Brands with a Registered Trademark

Step 1: Complete ATV trademark verification or submit an exclusive brand authorization letter.
Step 2: Authorize the display of your brand website domain and complete domain verification.
Step 3: Meet the store qualification requirements (e.g., shop logo and at least five active product listings).

• Brands without a Registered Trademark

Step 1: Authorize the display of your brand website domain and complete domain verification.
Step 2: Meet the store qualification requirements (e.g., shop logo and at least five active product listings).

How to Maintain Your Shop Badge

Brand badges (Official Shop / Brand Authorized Seller / Direct-to-Consumer Shop)

• Verification materials are submitted by sellers and reviewed manually. Estimated review time is approximately one week.
• Badge review cycle: once every 30 days (at the beginning of each month)
• Path: Seller Center > Growth > Brand Recognition, where you can check verification status and qualification progress
• After a badge is granted, the system checks daily whether your shop continues to meet ongoing requirements, such as logo upload, minimum sellable products, no violations, and relevant performance standards.

Performance badges (Gold Star Seller / Silver Star Seller)

• No application is required; eligibility is evaluated automatically
• Review cycle: updated monthly based on recent performance data
• Path: Seller Center > Account Health > Star Seller, where you can review your level and scoring rules
• If you disagree with your badge status, you may submit an appeal through Account Health > Star Seller > Correct Star Seller Badge

To continue keeping the relevant badge, sellers must continue meeting the applicable requirements after recognition:

FAQ

What badge types are available?

Three brand badges are available: Official Shop, Brand Authorized Seller, and Direct-to-Consumer Shop.Sellers may hold only one brand badge at a time. Brand Authorized Seller and Direct-to-Consumer Shop badges can also be combined with Gold Star Seller or Silver Star Seller badges.

Who is eligible?

• Official Shop: Brand owners or exclusively authorized sellers
• Brand Authorized Seller: First- or second-tier authorized distributors or agents
• Direct-to-Consumer Shop: Sellers operating their own DTC website
• Gold/Silver Star Seller: Sellers that meet the platform's performance standards

Are badges permanent?

No. Badge eligibility and performance are reviewed regularly. Sellers may lose or regain badges based on qualification or performance changes.

How can I check my badge status?

In Seller Center:

• Growth → Brand Recognition (Official Shop, Brand Authorized Seller, Direct-to-Consumer Shop)
• Account Health → Star Seller (Gold/Silver Star Seller)

Will badges replace the blue verification checkmark?

No. Official Shop badges will be displayed alongside the blue verification checkmark.

Can I appeal my Star Seller status?

Yes. Go to Account Health → Star Seller and submit an appeal if you believe your badge status is incorrect.

Do I need Official Shop verification to sell branded products?

No. You can complete trademark verification through the Qualification Center without applying for Official Shop.

What restrictions apply to Official Shop?

Official Shops can only sell products from their own brand. Selling other brands may result in badge removal.

What restrictions apply to wholesalers?

Wholesalers can sell products across brands, subject to category policies.

What is an exclusive LOA?

An exclusive LOA authorizes a seller to act as a brand's exclusive representative on the platform.

What is a Class 35 trademark?

Class 35 covers business services such as wholesale, retail, advertising, and business management activities.

I am already the brand owner. What should I do?

If you have completed ATV, select your verified trademark on the Official Shop application page.