TikTok isn’t just for viral dances anymore—it’s a thriving eCommerce hub. With the rise of TikTok Shop, both creators and sellers can make real income through in-app shopping. But what’s the difference between TikTok Shop for creators and for sellers? Understanding how each works is key to choosing the right approach for your goals.
In this guide, we’ll break down the features, benefits, and earning potential of TikTok Shop for creators vs sellers, so you can make the most of this booming platform.
What Is TikTok Shop?
TikTok Shop is an in-app shopping feature that allows creators and brands to sell products directly to users—without ever leaving the app.
Since its global launch in 2024, TikTok Shop has attracted hundreds of millions of active shoppers, transforming how users discover and purchase products.
Items appear in creator videos, LIVE streams, and the Shop tab, allowing users to browse and buy with just a few taps.
TikTok’s rise in social commerce is undeniable. In 2024, the platform counted 35.8 million social buyers—an increase of 11.6 million new shoppers, outpacing Facebook, Instagram, and Pinterest combined (according to eMarketer).
Before we go further, it’s important to understand that TikTok Shop works differently for creators and for sellers. Let’s break down the distinction between the two.
What is TikTok Shop for creators?
TikTok Shop offers creators an affiliate marketing opportunity where they promote products through their content and earn commissions from the sales.
What is TikTok Shop for sellers?
TikTok Shop allows sellers to promote, showcase, and sell their products directly in the app.
Moreover, sellers can partner with TikTok Shop creators to promote their products and boost sales.
Now, let’s take a more in-depth look at the key differences between TikTok Shop sellers and creators.
TikTok Shop for Creators vs Sellers: Key Differences
We’ll explain some of the key differences between TikTok Shop creator-seller partnerships to help you understand the dynamics of these partnerships.
In short:
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Creators focus on producing content, sharing affiliate links, and earning commissions.
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Sellers handle product listings, inventory, fulfillment, and customer service.
Key Differences:
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Account Type: Creators use personal or creator accounts to promote brands through user-generated content (UGC).
Sellers use business accounts to display and sell their own products. -
Purpose: Creators aim to build their brand and earn commissions by inspiring followers to buy.
Sellers aim to drive sales and grow revenue through social commerce. -
Functionality: Creators promote products via in-feed videos and LIVE streams.
Sellers manage a social storefront within TikTok, syncing it with platforms like Shopify or Amazon. -
Monetization: Creators join TikTok’s affiliate program, earning a percentage from each sale they generate.
Sellers make money directly by selling products on the app. -
Content Focus: Creators focus on authentic, engaging UGC that connects with followers.
Sellers create promotional videos and shop ads to attract leads and boost conversions.
In essence: TikTok Shop for creators operates as an affiliate program—creators browse product catalogs and earn commissions per sale, with no listing fees but varying payout rates depending on the merchant and category.
The benefits of selling on TikTok Shop
Check out some of the main benefits for sellers:
- Visibility boost. Given the growing number of TikTok users, you need a good marketing strategy to expose your brand and products to a huge pool of potential customers.
- Sales increase. According to TikTok research, 37% of users immediately bought a product after seeing it on the app.
With TikTok Shop, they no longer have to access other websites because they can simply click and buy.
- Higher engagement. The same TikTok findings show that 33% of users want e-commerce to be entertaining.
And that’s precisely why you should find TikTok influencers or creators who can generate fun, original, and engaging content to promote your products.
Recent updates include Shop Ads, which let sellers promote specific products in the For You feed, and a secure checkout system that supports various payment methods.
The algorithm favors shops with high ratings and fast shipping, so optimising these factors can increase visibility.
How can brands make the most of TikTok Shop?
What we love most about TikTok Shop is that it offers both large and small businesses many options for showcasing their products and driving sales.
We’ll explain how each feature works so you don’t miss out on any of them.
Add products to the TikTok Shop platform
Before adding products to TikTok Shop, you must visit the TikTok Seller Center and create an account.
However, you can log in using the same credentials without creating a new account if you already have a TikTok business account.
Once you’re in, you click on the Get Started button and choose between:
- Importing products from your other e-commerce platforms (e.g., Shopify, Amazon) or
- Uploading products manually.
For the latter, you’ll have to fill in a spreadsheet with product information, including description, price, image, quantity, and so on.
Then upload the spreadsheet, and TikTok will review and approve it within 24 hours.
Once you get their OK, you’re all set.
Yes, it’s that easy!
Conclusion
Whether you’re a content creator looking to monetize your influence or a business owner ready to sell products directly on TikTok, both paths offer exciting opportunities. TikTok Shop for creators focuses on collaboration and affiliate-style promotion, while TikTok Shop for sellers puts you in control of managing inventory and driving sales. The key is finding which role best fits your strategy—and leveraging TikTok’s massive audience to boost your brand and revenue.