How to Set Up Shop Ads

09/11/2025

Summary

How do sellers connect their Seller Center to TikTok for Business accounts to start using Shop Ads?

Sellers must log into Seller Center as shop owner, main administrator, or advertising manager to link Business Center, Ads Manager, and TikTok accounts via the Shop Ads tab. Existing accounts sync automatically or can be created anew.
Once linked, sellers can create campaigns directly in Seller Center or Ads Manager, choosing objectives like GMV Max or Product Sales with TikTok Shop product source.

What permissions and account roles are required to successfully link accounts and manage Shop Ads?

To connect Business Center, sellers must be admins of that Business Center account and have Shop advertising permissions. Only shop owners, main admins, or advertising managers can see and link Shop Ads in Seller Center.
Additional users can be granted ad creation permissions by sharing TikTok Shop access via Business Center members or partner Business Centers, with specific toggles for ad promotion and content permissions.

What are the key steps for sharing TikTok Shop ad permissions with team members or agencies?

Option 1: Add members in Business Center, assign them admin or standard roles, then grant Ads Manager and TikTok Shop ad promotion permissions through Manage Members and Assign to Assets.
Option 2: Add a partner Business Center by entering their ID and assigning ad promotion permission; the partner then manages their members’ access.

What common issues might sellers face when onboarding to Shop Ads, and how can they resolve them?

Shop Ads may not appear if the user lacks the required Seller Center role; only owners, main admins, or advertising managers see it initially.
Failure to connect Business Center often results from insufficient permissions; ensure admin rights on Business Center and Shop advertising permissions are granted.
New Ads Manager accounts may be under review; sellers should wait for approval before creating campaigns.
If issues persist, sellers should submit a Customer Support ticket selecting eCommerce & Partner Integrations > Shopping Ads.

What are the implications for sellers wanting to leverage TikTok Shop Ads effectively?

Proper role assignment and permission management are critical for smooth onboarding and campaign creation.
Linking all relevant accounts unlocks powerful advertising tools directly integrated with TikTok Shop product data, enabling targeted sales campaigns.
Collaboration with team members or agencies is streamlined through Business Center permission sharing, facilitating scalable ad management.

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In this article, you will learn how to get started with Shop Ads by connecting your Seller Center to your TikTok for Business accounts: Business Center, Ads Manager and TikTok accounts.

Onboarding to Shop Ads in Seller Center

Easily link your Business Center, Ads Manager and TikTok accounts with your Shop so you can leverage powerful advertising solutions.
You must log into Seller Center as the shop owner, main administrator or advertising manager to link the accounts. Follow the steps below:

Step 1: Connect your existing Business Center account or create a new one

In Seller Center, go to Shop Ads in the left-hand navigation. Your existing Business Center accounts will automatically be synced and you may select one of them to be the main Business Center account. You may add other Business Center accounts as partners later.
If you cannot find your existing Business Center account, make sure your Seller Center email address has been provided admin permission to the Business Center account. You have the option of creating a new Business Center account, if preferred.

Ads Manager accounts associated with the selected Business Center will automatically be synced. You have the option of creating a new Ads Manager account, if preferred.

Once Business Center, Ads Manager and TikTok accounts are successfully linked, you will be automatically redirected to the Seller Center ads creation page.

Step 2: Start advertising

To start advertising, you can do one of the following:

Create a GMV Max campaign from your Seller Center

Complete the campaign settings and publish.

Create a custom Shop Ads campaign from your Ads Manager

Go to Seller Center, enter Shop Ads in the left-hand navigation, and click Create Custom Shop Ads. You will be redirected to your TikTok Ads Manager.

Select the Product Sales campaign objective with TikTok Shop product source.

Complete the ad settings and publish. In the future, you can create more campaigns by following the steps given here.

From Seller Center > Shop Ads > click Manage account

Click Manage members > you will be redirected to your Business Center

After getting redirected to Business Center > click Assign new member

Select member > toggle on Ad promotion permission > click Assign

If a new Business Center member needs to be added, follow the steps below.
Go to Members in the left left-hand navigation > click Invite member

Enter user's email address > assign Business Center Admin or Standard permission > click Next

Select the Ads Manager account > assign Ads Manager Admin or Operator permission > click Confirm

Select the TikTok Shop account > assign Ad promotion permission

Assign member access to the TikTok account from Members in the left navigation > select a member (or invite a new member) > click TikTok accounts > click Assign to assets

TikTok accounts will be automatically selected > click Ad delivery assets > select ad account > toggle on the following: Video permissions, TikTok posts publishing permissions, LIVE video permissions, Showcase permissions > complete the step by clicking the Assign button

From Seller Center > Shop Ads > click Manage account

Scroll to the bottom of the page > click Add partner

You will be redirected to your Business Center > enter the partner Business Center ID > assign Ad promotion permission > click Confirm

Your agency will then need to add their members to the TikTok Shop in their Business Center.

FAQs

Why can't I find Shop Ads in my Seller Center navigation?

Important❗ Only users with Shop owner, main administrator or advertising manager permission for the Seller Center account can see Shop Ads in the left-hand navigation. However, once the relevant accounts have been linked, other users with the relevant permissions can also create ads directly in Ads Manager.

Why can't I connect my Business Center account after completing the steps?

This is likely due to your assigned permission level. To associate accounts in TikTok Shop, you need to log in as the shop owner, main administrator or advertising manager of the TikTok Shop
To connect an existing Business Center account to a Shop, you need to be an admin of that Business Center account.
To create ads, you need to have been granted Shop advertising permission. See options 1 & 2 above.

I don't have a Business Center account, but I have an Ads Manager account. What should I do to connect that Ads Manager account?

First, create a Business Center account under Shop Ads left-hand navigation in your Seller Center. Then, continue with the remaining steps to connect your Ads Manager and TikTok accounts.

I've created a new Ads Manager account. Why does it say that my account is under review?

This means that the system is still reviewing the new account. Please wait until the process is complete, then create your campaigns.

Where do I get help if I face issues with Shop Ads in Seller Center?

Please submit a Customer Support ticket here > select eCommerce & Partner Integrations > select Shopping Ads.

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