Shop Tab & Search Analytics

05/28/2025

Product Analytics

Summary

What is the Shop Tab and how can sellers optimize their performance on TikTok Shop?

  • The Shop Tab facilitates product discovery through search functionalities and provides insights for improving business performance.
  • Sellers can optimize performance by exploring product opportunities, creating promotions, and driving traffic to improve sales and store performance.

What are the key metrics available in the Shop Tab Analytics, and how can they be used?

  • Key metrics include GMV, Items Sold, Impressions, and Avg. Daily Customers, which can be customized by time period.
  • These metrics help sellers understand their performance and can be exported as an XLS for further analysis.

How can sellers leverage the Product Recommendations feature on TikTok Shop?

  • The Product Recommendations feature helps in product discovery, brand awareness, and increasing conversions.
  • Sellers can optimize products for recommendations by improving image quality and ensuring sufficient stock to meet requirements.

What insights can sellers gain from the Shop Page Performance analysis?

  • The analysis provides metrics like GMV, Orders, Items Sold, and Conversion Rate to understand traffic and conversion performance.
  • Sellers can identify top-selling products and analyze customer preferences to boost revenue by catering to these preferences.

How can sellers improve traffic and sales through the Shop Tab?

  • Sellers can enhance product exposure by using attractive images, clear titles, simplified descriptions, and competitive pricing.
  • Adding vouchers and optimizing product listings can also effectively increase traffic and sales.

Access Shop Tab & Search Analytics here: https://seller-us.tiktok.com/compass/shop-tab

The Shop Tab is the cornerstone of TikTok Shop, facilitating product discovery through user-friendly search functionalities.
To help you learn more about the Shop Tab and how to optimize your Shop Tab performance, we've launched a new Analytics tab for Shop Tab & search. Specifically, this refreshed tab helps you learn the key parts of the Shop Tab and view your shop's overall Shop Tab performance. The Shop Tab also provides actionable insights for improving your Shop Tab business.

Where to View Shop Tab & search

In Seller Center, navigate to Analytics. Then select Shop Tab & search from the header.
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There are three main tabs here:

  1. Shop Tab Overview

The Shop Tab overview has 3 key sections:

Learn about Shop Tab

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  • What is Shop Tab?
Understand the key parts of Shop Tab and find additional resources to learn more.
  • How to drive Sales?
Learn actionable, step-by-step tactics to improve your Shop Tab business and drive sales. From exploring product opportunities to creating promotions to driving traffic. Recommendations here will improve your Shop Tab and store performance overall.

Key metrics

Understand your TikTok Shop performance specifically through the Shop Tab. You can customize the time period that you want to view.
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Metrics listed include -
  • GMV: The total amount paid for orders from the Shop Tab, including returns and refunds.
  • Items Sold: The total number of individual items sold from the Shop Tab. (Example: If a customer buys 3 units of SKU A and 2 units of SKU B, the items sold would be 5.)
  • Impressions: The total number of times products in Shop Tab were displayed to viewers.
  • Avg. Daily customers: The average number of customers per day. Total number of customers divided by the number of days.
You can also export the Key metric data as an XLS for further analysis.

Shop Tab breakdown

The Shop Tab breakdown section highlights how Shop Tab GMV is further broken down by its components. Shop Tab components are the main components of Shop Tab (Search and feed, Promotion Channels, and other shopping tools) even if other sources may contribute to your traffic and GMV.
The components of Shop Tab are as follows:
  • Search and feed:
    • (1) Search: The search bar where customers can search and discover products
    • (8) Feed: The "Recommended for you" feed with products recommended based on TikTok's algorithm.
  • Promotion channels:
    • (4) Clearance: Get featured under "Clearance" by offering discounts on slow-moving stock
    • (5) Today's deals: Get featured in "Today's deals" by registering for Deal Discovery
    • Other promotions: Other promotions like Brand channel, campaigns, and more, that add to your overall traffic
  • Other shopping tools:
    • (2) Other shopping tools: Where customers add items before checkout
    • (3) Favorites: Where customers save and view products that they like for future purchases
    • (3) Orders: Where customers view their order details
    • Shop page: Your online shop from where customers can see all your products
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Recommendations
TikTok Shop's Product Recommendations feature recommends products to users who might be interested. Once a product is included in the recommendation channel, it helps enable product discovery, improve brand awareness, drive shop traffic, and increase conversions.
On this section of the Shop Tab and Search Analytics page, you'll find guidance to ensure your products meet the Recommendations requirements to be included in the feature as well as understanding how Recommended products have performed.

Recommendations overview

Understand your TikTok Shop performance through the Product Recommendation feature. You can customize the time period that you want to view.
  • Recommended products per day: The daily count (minimum and maximum number) of recommended products in the selected time period. Due to fluctuations, the number of recommended products can vary from day to day.
  • GMV: The total amount paid for orders placed directly from recommended products, excluding any discounts.
  • Impressions: Each time a product link appears in a Recommendations touchpoint, it counts as 1 impression. Viewers can click these links to visit your product listings.
  • Orders: The total number of paid SKU orders placed directly from recommended products.
  • Customers: The total number of customers who placed orders directly from recommended products, including customers who made returns or refunds.

Optimize your products for Recommendations

Review your products and see actionable steps to optimize them and get featured in recommendation touchpoints, which will increase visibility.
Clicking on "Optimize" by any product will list what needs to be remedied before the product can be included in the Recommendations feature. Requirements can vary from increasing your product image quality to ensuring you have sufficient stock.
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  1. Shop page

A good shop design can help you personalize your shop to be aligned with your branding and make it more attractive to customers, which will earn customers' trust and generate more sales.
Considering the shop page is an important way to attract customers and improve conversion, we built the Shop Page Performance analysis to help you better understand the business performance of your shop page and optimize the shop design to help achieve your business goal.

Overview

In the overview section, check out the 4 key metrics that reflect the traffic and conversion performance on your shop page:
Identify the performance fluctation and further investigate the reasons by comparison rate with the previous period of time and the trend charts below.
  • GMV
  • Orders
  • Items sold
  • Conversion rate (The percentage of unique page views that result in sales of your products)
On the right-hand side of the overview section, you can also identify the top selling products through your shop page. Toggle between the Top GMV and Top units Sold tab to see the top selling products through your shop page, and further analyze your customers' preferences. Try to provide more products catering to the customers' preferences to boost revenue.

Traffic

Analyze the conversion gaps by the transaction funnel data from shop page views to unique shop page views, and shop page product buyers.
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Traffic Sources

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  • In the traffic sources section, check out the pie chart of the GMV or units sold to breakdown by different traffic sources, including Shop Tab(recommendations and channels), Search, Order center, Llvestream and video, Direct message and other channels.
Other
  • Hover to the pie chart, you are able to see the detailed data of the specific source including GMV, units sold, impressions and PV.
  • Track the daily trends of each traffic source with the right side trend lines.

FAQs

Revenue generated through non-live and non-video channels is considered Product Card revenue.
There are many ways to give your products more exposure. You can ensure the product picture is attractive, the title is easy to understand and eye-catching, or simplify the description of your products. Alternatively, changing to a more attractive price point or adding vouchers is also equally effective.
Affiliate data is available through the LIVE Details page or alternatively, you can access it via Marketing > Affiliate > Creator Analysis. By default the data is real-time. Alternatively, you can also set your preferred time period.
  1. How are revenues calculated through Shop Tab?
  2. How can I improve my traffic through Shop Tab?
  3. Where can I view Affiliate Data?
  4. What are the channels that direct users to a Shop page?
The traffic sources include Shop Tab(recommendations and channels), Search, Order center, Llvestream and video, Direct message and other channels.

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