Key Takeaways

• Customer reviews can influence buying decisions and impact your shop’s reputation.
• Understanding our review process makes it easier to manage feedback and improve your business.
• Negative reviews can affect your shop and are measured using the Negative Review Rate (NRR).
• Avoid negative reviews by offering high-quality products, fast shipping, and excellent customer service.

Customer Reviews and Why They Matter

• Guide purchasing decisions and help customers make informed choices.
• Enhance your shop’s reputation and show product quality, leading to increased sales.
• Damage your shop’s reputation and reduce sales, if negative.

Understanding the Customer Review Process

Submitting a Review

• Only customers who have purchased a product through TikTok Shop can leave a review after the product is delivered.
  • Customers will receive reminders through the TikTok Shop app to review their purchased products.
  • Reviews must be submitted within 60 days of the order status being marked as "Delivered".
  • Customers can edit or delete their reviews any time after submission.
• A customer review always includes a rating. Some reviews require text, while videos or images are optional.
• Customers can leave a review for each specific product that they purchased.

Displaying Customer Reviews

• All submitted reviews are publicly visible on the product's page and the seller's profile.
• Reviews will remain visible even if the product is fully refunded.
• Reviews should not display personal data such as customers' names, personal information, or photos containing their image.
• TikTok Shop monitors reviews to ensure they follow our Community Guidelines.

Integrating Third-Party Reviews

• If you have a Yotpo account, you can integrate reviews from third-party platforms. Follow these steps to add third-party reviews to your listings:
  • Access your Seller Center, then go to Products > Products Rating > Import third-party product reviews.
  • Select Authorize to allow TikTok Shop to access your Yotpo account and retrieve your customer reviews.
  • You will then be prompted to log in to your Yotpo account to confirm the authorization.
• Product reviews are imported based on the Identifier Code (such as SKU, UPC). Before importing, you should ensure that your products on TikTok Shop have the same identifier code as on other platforms. Otherwise, the import will fail.
• Imported reviews are labeled as "review from [insert website]" to indicate their source.
• Imported reviews do not impact product ratings or rankings in search results within TikTok Shop.

Removing Reviews

• Once submitted, reviews are publicly available until the product is removed from TikTok Shop.
  • If the product is relisted, previous reviews will not be restored.
• You cannot delete reviews directly. However, if you believe a review is incorrect, invalid, or abusive, you can report it to us for removal. Refer to our guide, How To Remove Invalid Or Incorrect Customer Reviews, for more information.

Responding to Reviews

• Responses to reviews are visible to the public, so ensure you are respectful and professional.
• Do not share personal information about yourself or the customer in your responses.
• For negative reviews, acknowledge the issue and apologize if necessary. Explain to the customer how you are addressing the problem.
• For positive reviews, thank the customer for their support and highlight any specific positive feedback.

Actions to Avoid

• Avoid Incentives and Persuasion: Do not offer any form of incentive to influence reviews through customer messages, short videos, LIVEs, or any other communication method. These incentives include, but are not limited to:
  • Discounts
  • Money
  • Gift cards
  • Free products
  • Refunds
  • Rebates
  • Reimbursements
  • Extended warranties
  • Similar offers
  • Do not include cards in product packaging requesting positive reviews.
• Avoid Review Services: Refrain from using or selling customer review services that offer incentives for writing reviews, whether for your own products or competitors' products. This includes product review services that sell the act of providing reviews instead of physical products.
• Avoid Manipulating Reviews: Do not manipulate reviews by discouraging them, requesting changes/removals, or selectively seeking feedback from satisfied customers.
• Avoid Abusive Behavior: Refrain from repeatedly asking for reviews or revealing customer personal information. Do not respond in ways that violate our policies, such as with harassment or intimidation.
• Avoid Redirecting Reviews: Do not divert reviews to other feedback channels instead of allowing customers to post reviews on TikTok Shop.

Negative Reviews

Negative Review Rate (NRR)

1. Shop NRR: The % of negative product reviews from all shop orders delivered in the last 60 days.
2. Product NRR: The % of negative reviews for all orders of a specific product delivered in the last 60 days.

Negative Review Categories

1. Product-Related Negative Reviews: Feedback related to product quality, safety, and functionality, including defects or inaccurate advertising.
2. Logistics-Related Negative Reviews: Feedback related to delivery, including delays, packaging issues, or incorrect addresses.
3. Service-Related Negative Reviews: Feedback related to customer service, including poor treatment or inadequate support.

Negative Review Examples

Product

1. Product Functionality
   • "Keyboard buttons are small and difficult to press".
   • "The zipper on the bag gets stuck frequently, and it does not feel like it closes all the way".
2. Inaccurate Advertising
   • "I did not like the product. It does not work like the influencers claim. It does not stain evenly and does not stay on all day".
   • "Product was not as described. I ordered an XL and it fit more like an M".
3. User-Perceived Issues About Product Taste or Smell
   • "Way too sweet and sour for me. I like sour candy but this is not good".
   • "Does not smell as good as I thought it would."

Logistics

1. Wrong Shipment
   • "I ordered 3 books and I received 3 pencils instead".
   • "I bought my son a dinosaur toy but received a shark toy instead".
2. Not Received
   • "Did not receive the item".
   • "Said it had been delivered but I did not get my order".
3. Missing Shipment
   • "The product was missing one of the table legs".
   • "There was no guide book associated with the chair, making it difficult to assemble the product."

Service

1. Poor Customer Service
   • "I had to wait multiple days for a response to my inquiry about my order".
   • "The seller was rude and unhelpful when I asked for assistance with my purchase".

Best Practices for Avoiding Negative Reviews

1. Ensure High-Quality Products
   • Accurately represent the products in their product listings
   • Avoid misleading or exaggerated claims
   • Verify that your products meet the standards in our Product Listing: What You Need to Know article.
2. Provide Effective Order Fulfillment
   • Ensure timely delivery of orders through an efficient fulfillment process
   • Print or download the packing slip from Seller Center for each order
   • Double-check the shipping address before dispatch
   • Cancel any orders that cannot be fulfilled according to the Guide to Managing Order Cancellations article.
3. Deliver Excellent Customer Service
   • Address customer inquiries promptly and professionally
   • Understand and respond to customer concerns thoughtfully

Maintaining Positive Reviews

• Follow our best practices and avoid prohibited actions to maintain your shop’s reputation
• Create a better buying experience for your customers
• Focus on delivering quality products and great service to keep your reviews positive

Frequently Asked Questions (FAQ)

• Explain the reason for the appeal
• Provide supporting evidence and documentation
• Show improvements made to prevent future violations, such as:
• Submitting compliance documents
• Uploading accurate size charts
• Improving inventory management
• Detailing corrective actions taken