The 5 Biggest Mistakes eCommerce Sellers Make When Expanding to TikTok Shop

TikTok Shop is the biggest eCommerce opportunity right now—if you get it right.

Brands are scaling to six and seven figures in months, selling directly through viral content, influencer partnerships, and organic reach.

But most Amazon and Shopify sellers jump in blind and get it wrong. They think they can copy-paste their current eCommerce strategy onto TikTok Shop—and when it doesn’t work, they blame the platform.

TikTok Shop isn’t Amazon. It isn’t Shopify. It’s a completely different game with its own rules, and if you’re not careful, you’ll burn time and money without seeing results.

Here are the five biggest mistakes eCommerce sellers make when expanding to TikTok Shop—and how to avoid them.

Mistake #1: Treating TikTok Shop Like Amazon or Shopify

Amazon is all about search intent. Shopify is all about paid traffic.

TikTok Shop is all about discovery.

What most sellers get wrong:

• They optimise their listings for SEO, not for TikTok’s algorithm
• They focus on product specs instead of storytelling and engagement
• They set up a store and expect traffic—TikTok doesn’t work like that

How to fix it:

• Focus on viral, scroll-stopping content instead of traditional product listings
• Work with creators and influencers who can demo your product naturally
• Create an organic-first strategy—ads come later

Ben Thorpe, 3PL Pro:
"A HUGE step up from traditional accountants—attention to detail, expert knowledge, and fantastic communication."

Mistake #2: Ignoring TikTok Shop’s Unique Pricing & Fees

Amazon sellers are used to a fixed fee structure. Shopify sellers control their own margins.

But TikTok Shop has its own fee system, and if you don’t account for it, you’ll end up selling at a loss.

What most sellers get wrong:

• They don’t factor in TikTok Shop’s commission fees (which vary by category)
• They price too high, killing conversions
• They price too low, making their business unprofitable

How to fix it:

• Understand TikTok Shop’s commission structure before pricing your products
• Bundle products to increase average order value and absorb platform fees
• Track your real profit margins—not just revenue

Kevin & Mel, Moicha Matcha:
"The best accounting team we've worked with—meticulous, responsive, and provided valuable guidance for our company setup."

Mistake #3: Not Leveraging TikTok Affiliates

TikTok Shop has an affiliate program built into the platform, and it’s the easiest way to generate sales.

But most sellers completely ignore it because they think they need to run ads or go viral.

What most sellers get wrong:

• They don’t list products on the TikTok Affiliate Marketplace
• They try to sell directly, instead of getting influencers and creators to sell for them
• They wait too long to test the right commission rates

How to fix it:

• List your products on the TikTok Shop Affiliate Marketplace immediately
• Set a competitive commission (typically 15-30 percent) to attract influencers
• Work with multiple creators—one viral video can change everything

Lewis Wilson, Bangtao Fightstore:
"Went above and beyond to integrate Shopify and Xero—thorough, knowledgeable, and incredibly helpful."

Mistake #4: Poor Fulfilment & Inventory Management

TikTok Shop buyers expect fast shipping. If you can’t deliver, your conversion rates and rankings will tank.

What most sellers get wrong:

• They use slow fulfilment methods, leading to cancellations
• They don’t optimise for TikTok’s Fulfilled by TikTok (FBT) program
• They run out of stock too quickly without a solid inventory plan

How to fix it:

• Use TikTok’s FBT service for faster shipping and better algorithm placement
• Have a third-party logistics provider that integrates with TikTok Shop if you’re fulfilling orders yourself
• Track inventory across all platforms so you don’t oversell

Daniel Riley, Stoic Store UK:
"Switching to Social Commerce Accountants was one of the best business decisions I’ve made—efficient, communicative, and always willing to go the extra mile."

Mistake #5: Not Tracking Profit Margins Across Channels

Selling on TikTok Shop, Amazon, and Shopify means dealing with different fees, payout schedules, and tax rules.

Most sellers don’t track their real profits, so they think they’re making money—until they realise they aren’t.

What most sellers get wrong:

• They don’t factor in TikTok Shop’s payout delays
• They guess their profits instead of tracking margins properly
• They forget about VAT and tax compliance when selling internationally

How to fix it:

• Use Xero with Link My Books to track sales and fees across platforms
• Work with an accountant who understands TikTok Shop and multi-channel selling
• Build a cash flow plan so you’re not caught off guard by payout delays

Rory Preston, Eudemo:
"Extremely positive experience—quick responses, great support, and a true one-stop shop for all my accounting needs."

‍

The 5 Biggest Mistakes eCommerce Sellers Make When Expanding to TikTok Shop

TikTok Shop is the biggest eCommerce opportunity right now—if you get it right.

Brands are scaling to six and seven figures in months, selling directly through viral content, influencer partnerships, and organic reach.

But most Amazon and Shopify sellers jump in blind and get it wrong. They think they can copy-paste their current eCommerce strategy onto TikTok Shop—and when it doesn’t work, they blame the platform.

TikTok Shop isn’t Amazon. It isn’t Shopify. It’s a completely different game with its own rules, and if you’re not careful, you’ll burn time and money without seeing results.

Here are the five biggest mistakes eCommerce sellers make when expanding to TikTok Shop—and how to avoid them.

Mistake #1: Treating TikTok Shop Like Amazon or Shopify

Amazon is all about search intent. Shopify is all about paid traffic.

TikTok Shop is all about discovery.

What most sellers get wrong:

• They optimise their listings for SEO, not for TikTok’s algorithm
• They focus on product specs instead of storytelling and engagement
• They set up a store and expect traffic—TikTok doesn’t work like that

How to fix it:

• Focus on viral, scroll-stopping content instead of traditional product listings
• Work with creators and influencers who can demo your product naturally
• Create an organic-first strategy—ads come later

Ben Thorpe, 3PL Pro:
"A HUGE step up from traditional accountants—attention to detail, expert knowledge, and fantastic communication."

Mistake #2: Ignoring TikTok Shop’s Unique Pricing & Fees

Amazon sellers are used to a fixed fee structure. Shopify sellers control their own margins.

But TikTok Shop has its own fee system, and if you don’t account for it, you’ll end up selling at a loss.

What most sellers get wrong:

• They don’t factor in TikTok Shop’s commission fees (which vary by category)
• They price too high, killing conversions
• They price too low, making their business unprofitable

How to fix it:

• Understand TikTok Shop’s commission structure before pricing your products
• Bundle products to increase average order value and absorb platform fees
• Track your real profit margins—not just revenue

Kevin & Mel, Moicha Matcha:
"The best accounting team we've worked with—meticulous, responsive, and provided valuable guidance for our company setup."

Mistake #3: Not Leveraging TikTok Affiliates

TikTok Shop has an affiliate program built into the platform, and it’s the easiest way to generate sales.

But most sellers completely ignore it because they think they need to run ads or go viral.

What most sellers get wrong:

• They don’t list products on the TikTok Affiliate Marketplace
• They try to sell directly, instead of getting influencers and creators to sell for them
• They wait too long to test the right commission rates

How to fix it:

• List your products on the TikTok Shop Affiliate Marketplace immediately
• Set a competitive commission (typically 15-30 percent) to attract influencers
• Work with multiple creators—one viral video can change everything

Lewis Wilson, Bangtao Fightstore:
"Went above and beyond to integrate Shopify and Xero—thorough, knowledgeable, and incredibly helpful."

Mistake #4: Poor Fulfilment & Inventory Management

TikTok Shop buyers expect fast shipping. If you can’t deliver, your conversion rates and rankings will tank.

What most sellers get wrong:

• They use slow fulfilment methods, leading to cancellations
• They don’t optimise for TikTok’s Fulfilled by TikTok (FBT) program
• They run out of stock too quickly without a solid inventory plan

How to fix it:

• Use TikTok’s FBT service for faster shipping and better algorithm placement
• Have a third-party logistics provider that integrates with TikTok Shop if you’re fulfilling orders yourself
• Track inventory across all platforms so you don’t oversell

Daniel Riley, Stoic Store UK:
"Switching to Social Commerce Accountants was one of the best business decisions I’ve made—efficient, communicative, and always willing to go the extra mile."

Mistake #5: Not Tracking Profit Margins Across Channels

Selling on TikTok Shop, Amazon, and Shopify means dealing with different fees, payout schedules, and tax rules.

Most sellers don’t track their real profits, so they think they’re making money—until they realise they aren’t.

What most sellers get wrong:

• They don’t factor in TikTok Shop’s payout delays
• They guess their profits instead of tracking margins properly
• They forget about VAT and tax compliance when selling internationally

How to fix it:

• Use Xero with Link My Books to track sales and fees across platforms
• Work with an accountant who understands TikTok Shop and multi-channel selling
• Build a cash flow plan so you’re not caught off guard by payout delays

Rory Preston, Eudemo:
"Extremely positive experience—quick responses, great support, and a true one-stop shop for all my accounting needs."

‍

Ready to Expand to TikTok Shop the Right Way?

TikTok Shop isn’t just another sales channel—it’s a completely different way of selling.

If you want to win on TikTok Shop without wrecking your Amazon or Shopify business, you need:

• A proper financial system to track sales, fees, and profits
• A fulfilment strategy that keeps shipping times competitive
• An accountant who actually understands social commerce

At Social Commerce Accountants, we help eCommerce brands:

• Track profits across TikTok Shop, Amazon, and Shopify
• Automate bookkeeping and tax compliance
• Scale stress-free with real financial clarity

Want to see how Social Commerce Accountants can help?