Many users have experienced the frustration of encountering buffering while watching their favorite short videos due to poor network connectivity. Content creators, too, face challenges with constantly evolving platform regulations. This week, TikTok's e-commerce sector introduced several significant updates that may address these concerns—from revised creator monetization rules to new offline viewing features and tightened industry oversight.
New Rules for Creator Monetization: Mandatory Use of Alliance Platform
TikTok is revising its "Select Alliance Order Management Rules," with the feedback period running from August 30 to September 5, 2022. The key change requires service fees (including slotting fees) to be processed exclusively through the Select Alliance platform, with private transactions facing penalties. This move aims to standardize collaborations between creators and merchants while protecting both parties' interests.
Under the new policy, creators promoting products via live streams must use the platform's "Order Management" feature for service fee collection. Violations will result in penalties under the creator credit score system. However, the platform allows limited exemptions—up to 10 per month per creator account (counted by product ID) for unregistered transactions. These exemptions must be used within the same calendar month.
This regulation will significantly impact creator operations, ensuring payment security while demanding stricter compliance with platform rules.
Alcohol Industry Suspension: Platform Upgrades Merchant Onboarding
TikTok has temporarily paused online merchant onboarding for alcohol products from August 29 to September 12, 2022, citing system upgrades to improve the merchant experience. While temporary, this signals the platform's commitment to optimizing services. Alcohol merchants should prepare documentation for smoother onboarding when the system reopens on September 13.
Offline Viewing Feature: Watch Without Internet Access
A new "Watch Offline" feature allows users to cache videos (100/150/200 clips offering 30-60 minutes of content) during Wi-Fi access for later viewing without connectivity. The feature includes automatic cache refreshing options. Currently in limited testing, it's expected to roll out widely soon—enhancing user experience and potentially increasing creator exposure.
Danmu Testing: Enhanced Viewer Interaction
Following its "dislike" button for comments, TikTok is testing danmu (real-time scrolling comments) for horizontal videos. Users can adjust opacity and font size, with Emoji support included. This beta feature promises richer interaction between creators and audiences.
Controversy: Influencer Accused of Selling Counterfeit Products
Popular livestreamer Xinba had his account suspended for 24 hours on August 30 after alleging that fellow influencer Liu Genghong sold counterfeit bird's nest products. Liu's management company acknowledged the 2020 incident, apologizing for insufficient quality control. Liu personally expressed regret while emphasizing stricter current vetting processes.
This incident underscores the importance of maintaining ethical standards across platforms, creators, and merchants.
Kuaishou Tightens Merchant Risk Controls
Competitor Kuaishou announced new merchant risk detection mechanisms effective September 8, 2022. Accounts flagged for anomalies will face restrictions on merchant tiers and marketing functions—another move toward platform integrity.
ByteDance Denies IPO Plans
During an August 31 internal meeting, ByteDance CFO Julie Gao confirmed no immediate IPO plans. Despite this, the company continues innovating across sectors, maintaining its industry influence.
These developments present both opportunities and challenges for TikTok's e-commerce ecosystem, requiring creators and merchants to adapt strategically amid evolving regulations.