TikTok Shop makes it easy to buy products that appear in your feed or are recommended by your favorite influencers. But is TikTok Shop safe? While it’s fun and convenient to shop without leaving the app, there are some risks to keep in mind, such as fake products, data privacy concerns, and phishing scams.
That being said, millions of satisfied shoppers use TikTok Shop to support small businesses and pick up bargains every day. With a little common sense, you should have no problem shopping safely on the platform. Here’s what you need to know to stay safe and avoid scams while shopping on TikTok Shop.
What Is TikTok Shop?
TikTok Shop is an in-app shopping service that allows merchants to sell products directly to TikTok users. It was launched in the US and UK in September 2023. Merchants on TikTok Shop range from well-known brands to private sellers and influencers. Features include:
- In-feed shopping: Users can buy tagged products directly from the videos in their feed without leaving TikTok.
- Showcase pages: Sellers can display their full product range on their profile, making it easier for shoppers to browse their favorite brands.
- The Shop tab: This is an online marketplace (like Amazon, eBay, or Etsy) inside the TikTok app where users can browse and buy products from a range of sellers.
TikTok Shop also has an affiliate program, an ad-generation tool, and a logistics solution that handles shipping and returns.
One report found that more than half of US marketers sell on TikTok Shop and 11% of US households have made a TikTok Shop purchase.
Is TikTok Shop Legit?
Given some of the scary stories online, you may be wondering, “is TikTok Shop legit?”
Yes, TikTok Shop is a legitimate platform similar to Instagram’s shopping platform. TikTok is a registered business with over a billion monthly active users, the majority of which shop on the platform. Many trusted organizations sell their products on the platform and many shoppers are satisfied with TikTok Shop.
Is TikTok Shop Safe?
Generally speaking, TikTok Shop is a safe place to shop but shoppers should exercise caution and common sense when using the platform. Here are some potential risks to consider.
Product Quality
To become a seller on TikTok Shop, all you need to do is sign up and provide a form of ID, such as a driver’s license. In other words, TikTok does not vet the products available on their online marketplace or confirm the quality or safety of items sold on TikTok Shop. This is why the standard of products available varies significantly.
Shoppers should be particularly cautious when buying items that could pose a safety risk to TikTok Shop. For example, consumer rights brand Which? found that 75% of heaters it purchased from TikTok Shop “could explode, cause electric shocks, or start a fire”. Counterfeit beauty products, black market vapes, and a children’s toy recalled for being a choking risk were also available on the platform.
Returns Policy Exceptions
TikTok Shop has a comprehensive returns policy. You can return most items for free within 30 days of delivery and receive a refund in 7 to 10 days. However, there are some exceptions relating to food, heavy products, and pre-owned items, among others.
The returns window is extended to 90 days if an eligible product is “damaged, defective, or not as described”. This is part of the TikTok Shop Buyer Protection policy. Not all products are covered by this policy and TikTok may require evidence that the product is not as expected. Some refunds will be at the discretion of the seller rather than TikTok.
It’s a good idea to look at the returns policy of the individual seller before making a purchase.
Marketing Pressure
When shopping on TikTok Shop, it’s important to be aware of the marketing techniques that being used to persuade you to shop. The platform relies on impulse purchases and flash sales that create a sense of urgency. Many TikTok creators peddle products they claim to love but they are motivated by commission or free products so be aware that they may not be offering an unbiased or honest review.
@ttshopqueen Best price I’ve seen this yet!! Save money when you get it on the TikTok Shop! #gopure #gopurebeauty #gopureneckcream #gifted #tiktokshop #tiktokshopbeauty #tiktokshopbeautyfinds #neckcreamskincare
User Data Privacy
Like most apps, TikTok users are required to give the app access to their data, including location data. This is not exclusive to TikTok Shop but applies to anyone using TikTok.
The social media giant is owned by the Chinese tech giant ByteDance, raising concerns that sensitive information could be passed to the Chinese government. In fact, the US government has passed a law to ban the app unless it is sold to another company.
TikTok Shop Scams: What to Look For
As with any social media platform, users should be aware that scammers operate on TikTok. Here are some TikTok Shop scams to avoid.
1. Bogus Products
Shoppers should be aware of:
- counterfeits
- illegal, unsafe, or poor-quality products (like electronics, supplements of any kind, toys, etc.)
- misleading product descriptions
To avoid falling victim to potential scams, do your research. You can Google sellers or read reviews to check if they are legitimate.
2. Off-Platform Payments
Sellers may try to lure shoppers away from the TikTok Shop platform. If you make a payment through a third-party site, you won’t be protected by TikTok’s policies. You may click on a link that downloads malware onto your device or share your banking or credit card details directly with a scammer. More likely, the scammer will simply take your money and vanish without sending you your purchase.
3. Phishing Scams
Shoppers should also be aware of phishing attempts, where scammers impersonate TikTok Shop in order to steal sensitive data, such as credit card information, and commit payment fraud. If you receive a message via TikTok, SMS, email, or phone call that appears to come from TikTok Shop, think twice. Don’t click on any links or share any information unless you are certain the message is genuine.
What to Do if You Are Scammed
If you fall victim to a scam on TikTok Shop, report it to TikTok. If you think you may have shared information with a phishing scammer, you may need to change your password, run a virus scan on your device, and contact your bank or credit card provider. If you have purchased an item that you never received, you may be able to access a refund through TikTok or your bank. You can also report fraud, scams, and bad business practices on the FTC’s website.
Why Is TikTok Shop Cheap?
You might find products on TikTok shop that are cheaper than similar products on other platforms. There are several reasons for this.
TikTok subsidizes some products through coupons, promotions, and free delivery offers. The platform’s commission rates are generally considered lower than the rates of other online marketplaces. The direct-to-customer model and TikTok Shop’s centralized logistics service also contribute to low prices. Finally, many products promoted on TikTok are manufactured in China where costs tend to be lower.
However, shoppers should be wary. A very low price could indicate that a product is fake or poor quality.
10 Tips for Staying Safe on TikTok Shop
Get in the habit of following these best practices to stay safe while shopping on TikTok Shop.
- Stay on the platform: If a seller asks you to leave TikTok Shop to buy a product or make a payment off-platform, say no. It’s a major red flag and if you agree, you will lose any protection offered by TikTok Shop’s safety policies. Never share your bank or credit card details over private messages.
- Read reviews: Every seller and product on TikTok Shop has a review section so look out for anything concerning (e.g. mention of faulty products). You can also do a quick Google search to find reviews of the seller or product elsewhere. Keep in mind that fake reviews are quite common.
- Research the seller: Search the company name along with words like “scam” and “complaint”. Avoid sellers with no clear contact information. Sellers with an ‘off-TikTok” presence are more likely to be legitimate.
- Buyer beware: You’ve probably seen videos online of people ordering what they think is, say, a regular dress and it turns out to be a tiny dress for a doll. Read the full product description carefully before you click buy. Look for listings for the same product online and compare the prices to avoid unrealistic deals or overpriced items.
- Choose the safest payment method: TikTok Shop offers secure payment methods and there don’t appear to be any problems with their payment security. However, credit cards offer more buyer protection than bank transfers, and PayPal and ApplePay generally offer more protection than credit cards. Consumer protection varies by country.
- Be wary of influencers. Remember that influencers are motivated by commission and free products. Their reviews are often biased. Some exaggerate their fondness for a topic while others provide misleading and sometimes entirely false information. For example, products promoted as unique to TikTok or handmade may be available elsewhere.
- Think twice about Chanel bags and air fryers. If the price is too good to be true, it probably isn’t true! Avoid purchasing items that could pose a safety threat if poorly manufactured.
- Check the shipping and returns details. Look out for high shipping fees. Health products, customized items, and some other products may not be eligible for returns.
- Don’t get caught up in the hype. Don’t feel pressured into buying things you don’t want or can’t avoid. Some experts advise that you wait 48 hours after you see an item before you add it to your card to avoid impulsive purchases.
- Get familiar with the signs of phishing. Unexpected, unsolicited messages, poor spelling and grammar, and an urgent tone are all red flags that a message is not legitimate. Never click on links or share banking information unless you are certain that you’re dealing with a legitimate source.
4 TikTok Shop Alternatives
If you enjoy shopping on social media, you could try one of these “social shopping” platforms. Be aware that shopping on these platforms involves some of the same risks listed above. Check reviews, read product descriptions carefully, and use secure payment methods when shopping on these platforms. Be aware that you may not be protected if you leave the platform to make the purchase.
1. Instagram Shopping and Facebook Shops
Instagram and Facebook are linked platforms, owned by the same parent company, and their shopping features work much like TikTok Shop. Sellers can:
- Set up a shop and product detail pages on their profile
- Tag products in images and videos that they post
- Create ads with product tags
- Offer in-app checkout (or redirect shoppers to their website)
This makes it easy for shoppers to find products that suit their interests and make purchases directly from their feed.
2. Pinterest Shopping
Pinterest sellers can tag products in pins that they post. They can even upload entire inventories which are automatically converted into posts. Ads and pins featuring these products will appear on users’ feeds and in their search results. Users can click on tags to be redirected to a seller’s website or shop.
3. YouTube Shopping
YouTube creators can set up a store that is connected to their channel and tag products in their videos and live streams. This means viewers can shop without navigating away from their favorite YouTube channels.
4. Amazon Live
Amazon live is a bit like old fashioned TV shopping channels. Influencers and sellers can show off their products and interact with shoppers in live videos that stream on the Amazon Live homepage and later appear on the sellers’ product listings. Shoppers can browse categories, discover recommended videos, or follow specific creators.
So, Is TikTok Shop Safe?
For the most part, TikTok Shop is safe. It has millions of satisfied customers, a comprehensive returns policy and secure payment methods. However, TikTok does not vet the products that appear on the marketplace. Quality can vary and scams do exist. There are also concerns about TikTok’s Chinese-owned parent company and how they use customer data.
To stay safe, keep transactions within the app, review seller ratings and product feedback, and be cautious of deals that seem too good to be true. You should also be suspicious of unsolicited messages that appear to come from TikTok Shop. By exercising a little caution, you can enjoy the fun and convenience of shopping on TikTok Shop with greater confidence.