Key Points:

This policy outlines the pricing requirements sellers must follow when listing products on TikTok Shop. Sellers must also follow the requirements listed in our Product Listing Policy.

• Do not: Use misleading pricing. For example, do not list a product at a very low price if other variations (like a different color or style) are significantly more expensive.
• Do not: Overcharge for products. Do not list items at prices that are much higher than comparable products on the market.
• Do not: Engage in price gouging. Do not list products at unusually high prices during emergencies or periods of high demand.

Product Pricing

Product listing prices includes two key components:

• Product Price: The price shown to customers on a product listing, which is the lowest price among all available options or variations (SKUs), such as different colors, materials, styles, features, or designs.
• Shipping Fee: This is the cost charged to customers for delivery and is considered part of the overall cost of a product.

Requirements for Product Pricing

Prices must reflect a genuine and established selling value over time. Sellers are responsible for following the product pricing requirements outlined in this policy. Prohibited pricing practices include, but are not limited to, the following types of misconduct:

Misleading Pricing

TikTok Shop prohibits deceptive or misleading pricing practices. This includes listing product variations (SKUs) with significant pricing differences that may not reasonably reflect differences in attributes such as color, material, style, feature, or design.The primary price displayed to customers is the lowest price in the listing. It is the seller's responsibility to ensure that all product variations (SKUs) are reasonably and similarly priced so that the displayed price accurately represents the product being offered.Misleading pricing practices may also include, but are not limited to:

• Listing materially different product types under a single product listing to display an artificially low starting price
• Frequent or repeated price changes within a short period that prevent a stable or established selling price
• Displaying reference prices or discounts that do not reflect a genuine and established selling price
• Artificially inflating the original price to exaggerate a promotional discount

Example:Products that are different types, styles, or categories must be listed separately as distinct product listings.

Abnormally Low Pricing

Product prices should reasonably reflect the value of the item and remain broadly consistent with comparable listings within the same category.Listings may be considered potentially, suspicious, or fraudulent if the price is significantly lower than similar products with comparable specifications, features, or bundle configurations.Sellers should ensure that:

• Products are listed under the correct category
• Pricing reflects the product’s specifications, bundle configuration, and overall value
• Prices are reasonably aligned with comparable listings within the same category

Listings that appear significantly underpriced relative to comparable products may be subject to review.

Overcharging

TikTok Shop prohibits listing products at prices that are higher than what is considered fair or reasonable. This includes overcharging during periods of increased customer demand, such as holidays or emergencies. This practice, often referred to as “price gouging,” is prohibited by law in many jurisdictions.

Excessive Shipping Fees

Sellers are responsible for setting their shipping fees on TikTok Shop. These may vary based on factors like distance, product weight, or delivery speed. All shipping fees must remain fair, accurate, and aligned with reasonable delivery costs.
The following conditions must also be met:

• No excessive or unconventional shipping fees, such as costs that are higher than the product price (e.g., a $4.99 t-shirt with a $19.99 shipping fee).
• Free shipping may be offered, but using it alongside an inflated product price to mislead buyers is not allowed.

Shipping Fee Standards

To support a better customer experience and help reduce the risk of excessive shipping fee violations, sellers must ensure shipping fees remain within acceptable ranges defined by TikTok Shop.

• Shipping Fee Limits: Shipping fees must fall within the allowed range set by TikTok Shop. These limits are determined based on public carrier rates, reasonable handling costs, and customer expectations of shipping costs. Shipping templates cannot be saved if fees exceed this range.
  • We recommend setting a flat-rate shipping fee that aligns with customer expectations of reasonable costs. The recommended rate shown in the template reflects the optimal range suggested by TikTok Shop to help guide pricing.
• Excessive Shipping Fees: Shipping fees that exceed TikTok Shop thresholds may be considered excessive. Sellers will receive a 7-day warning to adjust shipping fees. If no action is taken, all products associated with the affected warehouse may be deactivated.
• Appeals: If a shipping fee is believed to be justified, sellers may submit supporting documentation through Help Center > Create Ticket > New Ticket.

For additional requirements, refer to Customer Order Shipping Requirements.

Enforcement Actions and Appeals

We regularly review shops for compliance with our policies. If violations are identified, enforcement actions may be applied. This may include, but is not limited to:

• Deducting points the seller’s Account Health Rating
• Removing product listings
• Revoking access to offer products for sale
• Issuing refunds to customers

For more information on enforcement actions, refer to our Seller Enforcement Policy. To appeal an enforcement action, visit the Appeals section for guidance.