TikTok Boosts Shopper Protections Amidst Social Commerce Trust Concerns
LOS ANGELES – November 7, 2024 – TikTok is implementing enhanced safety measures for its TikTok Shop, aiming to build trust with Western consumers wary of social media commerce. The platform announced it removed 200,000 listings of prohibited or restricted products after they were posted.
Thes efforts come as TikTok expands its in-app shopping features, a strategy already prosperous for its Chinese counterpart, douyin, where eCommerce is a primary revenue driver. However, TikTok acknowledges that consumers in Western markets exhibit greater skepticism towards purchasing through social media platforms.
To address these concerns, TikTok has strengthened its seller verification process, requiring proof of identity and business registration. new sellers now undergo a probation period limiting daily orders and product listings until they demonstrate adherence to marketplace rules.
“New sellers also undergo a probation period, which limits daily orders and product listings until they show they understand and can adhere to marketplace rules,” TikTok stated.
The move follows a recent Reuters report revealing Meta generates approximately $16 billion annually from scam advertisements, despite its systems detecting questionable content.Data from the Global Anti-Scam Alliance indicates that roughly 23% of adults globally were victims of scams in 2024, with Facebook ranking as the second most frequently cited source of fraudulent activity, behind WhatsApp.
TikTok’s parent company, ByteDance, remains focused on replicating Douyin‘s monetization success with TikTok, making consumer safety a central priority. The platform hopes these measures will encourage greater adoption of its in-stream shopping options.
