TikTok has announced a significant policy change for its U.S. marketplace: sellers can now promote products through the platform's shopping features without needing to first accumulate followers. This move eliminates what was previously a major barrier to entry for new merchants.
The End of the "Account Growth" Period
The platform's previous requirement of 1,000 followers before enabling shopping features often forced merchants into a prolonged cycle of content creation and audience building before they could begin monetizing. This delay not only slowed revenue generation but also postponed critical market validation for new products.
The updated policy aims to solve this cold-start problem, particularly benefiting small and medium-sized businesses looking to enter the U.S. market quickly. While the follower requirement has been removed, TikTok maintains four baseline conditions for participation:
- Account registration: Must be U.S.-based
- Operator status: Must meet legal age requirements
- Compliance history: No prior e-commerce functionality suspensions for policy violations
- Product scope: Limited to inventory from the merchant's own store
Three Account Types for Diverse Needs
TikTok offers merchants three distinct account structures to accommodate different business models:
Brand Official Accounts: Serve as primary brand channels with verified status and full platform privileges, ideal for comprehensive brand building and awareness campaigns.
Shop Channel Accounts: Designed specifically for product promotion, these allow immediate access to shopping features without follower requirements. Each store can link up to four such accounts, enabling merchants to create a network of specialized sales channels.
Affiliate Partnership Accounts: Require 1,000+ followers, identity verification, and signed affiliate agreements. These accounts facilitate cross-brand collaborations through commission-based partnerships with other merchants and influencers.
Simplified Setup Process
Merchants can establish their sales channels through a streamlined three-step process:
- Access the TikTok Shop backend and navigate to account binding options
- Send binding invitations to designated TikTok accounts
- Complete the connection through confirmation in the TikTok app or web interface
The entire setup can be completed within a single business day, allowing merchants to begin product promotion almost immediately after registration.
Market Implications
Early data shows a significant increase in new channel account registrations during the policy's first week of implementation. Industry analysts suggest this change may redistribute platform traffic patterns, giving more products visibility beyond established merchant accounts.
While the policy lowers entry barriers, TikTok maintains strict standards for product compliance and shipping reliability. Merchants must continue adhering to platform guidelines to remain competitive in the evolving marketplace.
Currently, this zero-follower policy applies exclusively to U.S.-registered accounts, with other regions maintaining their original requirements. For businesses targeting the American market, the update presents a timely opportunity to establish a presence on one of social commerce's fastest-growing platforms.