TikTok Shop's Malaysian marketplace is set to implement significant policy changes targeting low-quality promotional content, marking a shift toward higher standards for e-commerce videos on the platform.
New Restrictions on Low-Engagement Content
Effective January 19, 2026, the platform will begin limiting the reach of what it classifies as "non-interactive" shopping videos. Accounts that publish five or more such videos within a seven-day period will trigger a restriction mechanism:
- Affected accounts will be limited to posting a maximum of seven shopping-link videos during the subsequent seven-day period
- Any additional videos beyond this limit cannot include direct product links
- The restrictions apply only to short-form video content with shopping links, excluding livestreams and non-commercial posts
Defining "Non-Interactive" Content
TikTok Shop has clarified that the policy specifically targets:
- Static image slideshows without human presence
- Text-only presentations
- Purely mechanical product demonstrations lacking creative engagement
Implications for Merchants
The policy change presents both challenges and opportunities for businesses:
Merchants accustomed to high-volume, low-effort content strategies will need to adapt their approach, investing more resources in creative production and genuine audience engagement. However, the new standards may benefit brands capable of producing higher-quality content, as the platform's algorithm will likely favor more engaging videos in its recommendation system.
The move reflects TikTok Shop's broader effort to cultivate a more sustainable e-commerce ecosystem, prioritizing content quality over quantity. Businesses that successfully adapt to these standards may gain competitive advantages in visibility and conversion rates.