Navigating TikTok Shop: The Advantage of Trademarks in a New Marketplace

The recently launched TikTok Shop has garnered immense attention for its innovative fusion of commerce and creativity. As this dynamic platform reshapes the way products are showcased and sold, the role of trademarks stands as a strategic cornerstone for success within this new marketplace. From establishing legal protection to fostering searchability, the integration of registered trademarks presents an array of advantages that hold the potential to robust growth on TikTok Shop.


Igor Demcak

TikTok Shop: Where Creativity Meets Commerce

The TikTok Shop has transformed the way businesses and creators interact with their audiences. Traditionally, e-commerce platforms relied on static product images and descriptions to showcase their offerings. TikTok, on the other hand, leverages the power of video content to engage users in a dynamic and captivating manner. This integration of shopping within the platform offers a holistic user experience by allowing viewers to seamlessly transition from watching engaging videos to exploring and purchasing the products featured in those videos.

Who Can Use TikTok Shop?

TikTok Shopping isn't limited to established brands or large corporations. It is designed to cater to a diverse range of sellers and creators, democratizing the world of e-commerce. Four main categories are eligible to harness the potential of TikTok Shopping: Sellers, Creators, Partners, and Affiliates. Each category comes with its own set of criteria and requirements, ensuring that the TikTok Shopping experience remains of high quality and integrity.

1. Sellers: Sellers, both businesses and individuals, can directly tap into TikTok's extensive user base to showcase and sell their products. However, eligibility varies by location, with merchants from the UK, Chinese mainland, Hong Kong, and Indonesia being eligible. To ensure authenticity, these sellers must provide verifiable credentials such as a regional phone number, business incorporation certificate, and identification.

2. Creators: TikTok's influence doesn't solely lie in the hands of businesses. Creators, those individuals who amass a significant following and engagement on the platform, are also empowered to take part in TikTok Shopping. With a few key prerequisites, including a follower count of over 1,000, recent video activity, and a standing age of 18, creators can join the TikTok Shop Creator Application and transform their content into a revenue-generating opportunity.

Upon entering the TikTok Shop, sellers enter a probationary phase. During this period, merchants are subject to certain limitations, primarily concerning that the number of daily orders sellers can accept — capped at 100 orders per day. This restriction is aimed at streamlining the product listing experience and ensuring a manageable influx of content.

However, the TikTok Shop offers an avenue for proactive sellers to expedite their journey through this probationary phase. Sellers who have consistently engaged with the platform for at least 30 days can apply for early exit from the probation period. To do so, they must provide substantial proof of their commitment to quality and authenticity in the form of trademark registration certificates and/or brand authorizations. Read more about requirements to graduate early from The New Shop Probation Period.

Power of Trademarks on TikTok Shop

Having a registered trademark for your business isn't just a legal formality—it's a strategic advantage that can significantly elevate your brand's presence and performance. A registered trademark holds the power to unlock a range of benefits that extend far beyond mere protection, positioning your business for success in this innovative e-commerce landscape.

Product Authenticity: A trademark is more than just a symbol; it's a mark of authenticity. When businesses showcase products on TikTok Shop under a recognized trademark, they automatically communicate their commitment to delivering genuine, high-quality products. This authenticity instills confidence in consumers, reassuring them that they are making a trustworthy purchase.

Legal Protection and Enforcement: Trademark registration equips your business with legal tools to protect your brand from infringement. In the digital age, where content can be easily shared and replicated, unauthorized use of your brand can harm your reputation and erode customer trust. With a registered trademark, you have the legal grounds to enforce your rights and take action against unauthorized use, ensuring that your brand's integrity remains intact.

Searchability and Discoverability: On TikTok Shop, where content discovery is dynamic and influenced by algorithms, trademarks play a role in enhancing a business's searchability. When users search for specific products or brands, a trademark can serve as a beacon, making it easier for businesses to be found amidst the vast sea of content. This increased visibility translates to higher chances of engagement and conversions.

Strategic Expansion: As your business grows, your products and services may diversify. A registered trademark provides the flexibility to expand your offerings under a single umbrella, leveraging the recognition and goodwill associated with your brand. This seamless expansion into new product categories becomes particularly advantageous on TikTok Shop, where users are more likely to explore a diverse range of offerings from a trusted source.


The introduction of TikTok Shop marks a paradigm shift in the e-commerce landscape, where creativity, engagement, and commerce merge seamlessly. This innovative shopping feature empowers sellers and creators alike, providing a platform to showcase products in an engaging and dynamic manner.

Businesses with trademarks hold a significant advantage within the TikTok Shop ecosystem. These trademarks go beyond legal protections; they serve as powerful tools for establishing authenticity, trust, and recognition. Brands that leverage their trademarks on TikTok Shop are better poised to create impactful connections with consumers, navigate the digital landscape with confidence, and position themselves as leaders in their respective industries.

Igor Demcak
Igor Demcak

Trademark Attorney

Founder & CEO of Trama

7 year experience in IP protection

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