How to Avoid TikTok Shop Violation Points

Over 55 Million U.S. consumers made at least one TikTok Shop purchase since it was introduced in Fall 2023, and 500,000 businesses had signed up for the platform by the end of that same year. Besides being an addicting social media app, TikTok’s ability to retain shoppers is largely thanks to its strict enforcement of policies on sellers through its TikTok Shop violation points system. 

Earning TikTok Shop violation points isn’t a good thing. Accumulate enough of them, and you could see your business account restricted or removed from TikTok Shop altogether. It’s a tradeoff that comes with doing business on what has become the internet’s hottest ecommerce sales channel. 

In this article, we’ll teach you everything there is to know about TikTok Shop violation points – what they are, how they work, and most importantly of all, how to avoid them so you can continue to seize opportunity on this social commerce platform.

What are TikTok Shop Violation Points?

Violation points are a measure of enforcement used to promote compliance with seller policies on TikTok Shop. By implementing this system, TikTok aimed to create a consistent and reliable shopping experience for customers while holding its 500,000+ merchants to a uniform standard of service.

Each time a merchant breaks the rules, the app assigns a penalty ranging from 1 to 48 points, depending on the infraction. Violation points accrue over time and reset back to zero every 180 days. Restrictions become increasingly tight, however, if a seller consistently collects violation points—with the ultimate punishment being account deactivation at 48 points. 

Here’s a quick summary of the expectations TikTok Shop has for sellers:

• Compliance with advertising standards
• Prohibition of counterfeit or prohibited items
• Accurate representation of products and services
• Timely order fulfillment and shipping
• Customer service obligations and response times
• Adherence to payment processing guidelines

While compliance takes work, high expectations ultimately help preserve positive perceptions and serve businesses well in the long run, whether on this social commerce app or any other sales channel. 

What Is a TikTok Shop Performance Score?

TikTok violation points shouldn’t be confused with Shop Performance Score (SPS), which is a different, but equally important quality assurance measure on TikTok Shop. Where violation points track infractions, SPS is more dynamic. It rates merchants based on multiple factors – specifically product satisfaction, fulfillment and logistics, and customer service – to paint a holistic picture of performance. 

Shop Performance Scores are an easy way for sellers to track the effectiveness of their efforts to improve over time. A high SPS can even be a competitive edge, unlocking Campaigns and the Star Shop badge among other perks exclusive to top performers. In order to have an SPS at all, stores need to have received at least 30 orders within the prior 90 day period and not be flagged for fraud.

Do TikTok Violation Points Really Matter?

In one word? Yes! Violation points pose a significant threat to your account's viability on TikTok Shop. Accumulating these points can lead to reduced marketplace visibility, which directly impacts sales opportunities. Simply put, an account with no violation points is far better positioned for growth than one burdened with penalties.

Here’s a full breakdown of reasons why you should absolutely care about TikTok violation points:

Violation Points Impact Product Visibility

It's no secret that TikTok's ecommerce field is crowded. With tough competition across the board, businesses know they need to put in extra work in order to get noticed. Violation points work directly against that goal by limiting account visibility. 

Violation points directly affect your account’s visibility by limiting where and how often your products appear. With reduced exposure, it becomes harder for potential customers to discover your offerings, let alone consider or purchase them.

By contrast, prioritizing compliance ensures a consistent presence on the For You Page, in recommended search results, and in ads. It means surviving as a seller and having the opportunity to thrive.

Violation Points Determine Seller Privileges

We'll get into this more later, but to preface, account abilities on TikTok change depending on how many violation points you have. 

Online stores with no TikTok Shop violation points and high performance scores enjoy exclusive access to promotional tools and features, while those carrying a points balance may see their ability to access those privileges suspended or revoked. That puts them at an immediate disadvantage in the marketplace. 

Liken it to playing basketball with one hand tied behind your back – dribbling, pivoting, and shooting is harder. In the context of TikTok Shop, accumulating violation points means you're without your full range of abilities.

Violation Points Can Cost Money

Aside from the indirect effect limited product visibility has on finances, violation points can make an immediate difference in your online store's cash flow. Extended settlement periods, revoked say over refund requests, and order limits are just a few examples of possible restrictions. 

TikTok Shop also has the right to temporarily or permanently restrict funds withdrawal for products classified as significantly not as described (SNAD), fraudulent orders, and program abuse.

Any of these consequences can affect your ability to pay for essential business operations, such as marketing campaigns or inventory purchases, ultimately stunting growth and expansion opportunities. In severe cases, repeat violations might lead to account suspension and cut off this incredibly lucrative revenue stream for good. 

What Happens When You Get TikTok Shop Violation Points?

What happens when you get TikTok Shop violation points really depends on how many points you’ve racked up before and when they were issued. If it’s your first offense, the consequences are more about sending a message than causing serious trouble. You’ll likely just get a warning and a small number of points as a heads-up to stay in line. 

TikTok outlines the full scope of enforcement actions it typically takes as follows:

• Sending warning messages 
• Issuing violation points
• Implementing temporary account restrictions
• Removing or freezing product listings
• Suspending or restricting eligibility for platform programs and benefits
• Temporarily or permanently suspending funds withdrawal
• Deducting losses or damages from a seller’s account balance
• Suspending or deactivating a seller's account
• Legal action and reporting to authorities

By imposing progressively harsher and financially impactful restrictions, TikTok pushes businesses to take their responsibilities as sellers on the platform seriously.

Breakdown of Milestone Enforcement Thresholds

Individual allotments of TikTok Shop violation points expire after 180 days. All active points add up to a total balance. Warning notices are issued when a merchant’s point balance is within five points of the following milestone enforcement thresholds: 

• 12 Violation Points: Suspends new listing creation, listing updates, and new mega campaign enrollment privileges for 7 calendar days.
• 24 Violation Points: Extends the suspension to 14 calendar days.
• 36 Violation Points: Increases the suspension period to 28 calendar days.
• 48 Violation Points: Results in permanent account suspension.

TikTok assigns violation points on a case-by-case basis, but more severe violations typically result in higher point penalties.

Merchants who repeatedly fail to meet lower-level requirements, such as providing clear product listings, accumulate points more slowly, putting them on a slower path to account suspension. In contrast, sellers who frequently fall short on critical standards, like fulfillment and customer service, risk faster progression toward suspension due to higher penalties for those violations.

Categories of TikTok Shop Violations

Violation points on TikTok are issued whenever a seller breaks the rules. Those rules can be broken down into six distinct categories:

Seller Qualification

TikTok Shop's reputation as a trustworthy marketplace hinges on its ability to keep illegitimate sellers from setting up accounts. Businesses are expected to only register if they are properly registered and ready to operate. Documentation, proof of identity, and clearly identified points of contact validate claims while ensuring the merchant can always be reached in the event of an issue. The main way someone could “violate” something in this category is by supplying TikTok with fake documentation or being dishonest about business information. 

Product Eligibility

Product listings must comply with the Prohibited Products Policy, which outlines what can’t be sold on TikTok Shop. 

Here’s a high-level summary of banned or restricted items:

• Alcohol, drugs, and tobacco
• Perishable or homemade food
• Injectable beauty products
• Certain baby and maternity products
• Animals and legally-protected plants
• Gambling-related products
• Over-the-counter medication
• Equipment meant for law enforcement 
• Second-hand goods
• Personal protective gear
• Unauthenticated artisan creations and jewelry
• Weapons and theft devices
• Monetary products or virtual services of any kind

Posting anything from the above categories once usually only results in the listing being taken down, along with a warning. Repeated attempts to sell prohibited products can garner anywhere between 1 and 48 violation points per infraction.  

Product Listing Quality

TikTok requires stores to use clear, concise descriptions and high-quality images in all product listings. Misrepresentations of any kind are not allowed, while professionalism is highly encouraged. A few examples of things to avoid include heavily edited photos, false claims about product characteristics, and clickbait-y titles. Items in select categories must also include specific details about the item, such as ingredients for health supplements. Product listing quality is important for multiple reasons – it maintains transparency, enhances users' understanding of what they're purchasing, and empowers informed, confident decision-making and ultimately fewer returns.

Customer Service

TikTok's expectation of a five-star customer experience doesn't end after checkout. That's when the real work begins – in customer service. Whether the situation at hand is good or bad, people appreciate quick and effective communication. 

TikTok Shop mandates great customer service by having U.S.-based merchants agree to maintain:

• A 24-hour Response Rate equal to or greater than 80%
• A Resolution Rate equal to or greater than 65%
• A Customer Satisfaction Rating equal to or greater than 75%

The above minimums apply to any store that receives five or more customer messages every week. Compliance status is automatically reviewed on a weekly basis, although TikTok may sometimes apply enforcement measures to communications as old as 30 days.

Seller Fulfillment

When it comes to fulfilling orders, TikTok Shop businesses should be able to receive, pack, and ship orders with little to no error. Performance is measured against Service Level Agreements (SLAs), which establish minimum thresholds for inventory accuracy and other key metrics.

Appropriate Content

Content guidelines on TikTok Shop are designed to maintain a respectful and engaging environment for everyone who uses the app. As partners in business with the platform, sellers have the especially important responsibility of representing themselves professionally. Inappropriate posts or products – specifically content that insults, misleads, or deceives users – can result in suspension. 

How to Avoid TikTok Shop Violation Points

While it is possible to appeal TikTok violation points, the best strategy is to treat compliance as an ongoing, active concern rather than wait to learn from mistakes.

Here are some of the top strategies that can help lessen your odds of receiving TikTok Shop violation points, so you can continue succeeding on the platform:

Review TikTok Seller Policies In Detail

Staying informed about TikTok's guidelines for sellers is every store owner’s best defense against violation points. You can’t play a game without proper knowledge of the rules, so take the time to read TikTok Shop Seller Enforcement Policy, TikTok Shop Prohibited Products Policy, TikTok Shop Content Policy, and Seller Terms of Service in detail. Then, use that context to create product listings, posts, and customer experiences that are compliant by design.

Legalese may be monotonous, but remember, familiarity with policy has the ability to pay off both today and down the road. Although they come off as formalities, these documents are effectively binding legal contracts between your business and TikTok. They’ll be both parties’ first reference in the event of a dispute. The more familiar you are with what’s inside, the faster and more effectively you’ll be able to make a strong case.

Make Sure You’re Always Meeting SLAs

Service Level Agreements (SLAs) are standards set by TikTok that dictate how quickly and effectively you need to fulfill orders and respond to customer inquiries.

Late Dispatch Rate (LDR)

Late Dispatch Rate (LDR) reflects the percentage of orders that fail to achieve TikTok Shop Shipped or Dispatched status until after the TTS SLA Cut-Off Time. 

TikTok Shop sellers must maintain an LDR of equal to or less than 4% within a given evaluation period. This means that if you receive 10,000 orders, no more than 400 should be late.

Maintaining a low LDR is a matter of having well-designed inventory management, ecommerce order fulfillment, and shipping systems in place. Investments in these areas – as well as ongoing monitoring, evaluation, and improvements – will mitigate the risk of late dispatch and decrease your chances of racking up violation points.

Third-party logistics (3PL) companies like Shipfusion provide a turnkey solution to guarantee timely dispatching on a consistent basis. These outsourced service providers use their own large-scale infrastructure to handle picking, packing, and shipping for clients of all sizes. TikTok Shop sellers benefit from being able to put their energy towards advertising, product development, or any other growth initiative they want to pursue.  

Valid Tracking Rate (VTR)

Valid Tracking Rate (VTR) is the percentage of TikTok Shop orders with accurate tracking information. It applies only to those who have selected "Ship by Seller" and ensures merchants uphold the same level of visibility offered by Fulfilled By TikTok (FBT) and TikTok Shipping options. 

To TikTok, timely and reliable means being below a VTR limit of 95% at all times. That requires sellers to be ongoingly diligent when inputting tracking IDs and shipping provider names. This is yet another area where a 3PL can be tons of help. Their software-powered processes have checks and balances built-in for high performance across a range of supply chain KPIs. 

Seller Fault Cancellation Rate (SFCR)

Seller Fault Cancellation Rate (SFCR) represents the percentage of orders sellers cancel because of mistakes made on their end. Common culprits for a high SFCR include inventory shortages, miscommunication with buyers, and failure to fulfill orders within prescribed timeframes. TikTok Shop requires merchants to maintain an SFCR equal to or less than 2.5% at all times.

Produce High-Quality Content

High-quality content is often treated as a best practice for success on TikTok, when in reality, it’s essential to survival. 

The logic is simple: engaging, trustworthy posts lead to informed purchases and ultimately happier customers. TikTok broadly defines "quality content" as relevant and original. Those adjectives can be applied to everything from visuals to written messaging. There's no perfect example of what content should look like, because every market and audience is different. There are definitely things to avoid doing, though, like recycling competitors' posts and using stock imagery without proper licensing.

Keep Your Claims and Messaging Clear

Clear and transparent claims and messaging are essential for building trust with your audience on TikTok. When your communication is straightforward, it reduces the risk of misunderstandings and potential violations of TikTok's policies. Ensure that all product descriptions, advertisements, and promotional content accurately reflect what you offer. 

Avoid using exaggerated claims or ambiguous language that could mislead customers. By maintaining clarity in your messaging, you not only comply with platform guidelines but also enhance customer satisfaction and loyalty.

Don’t Redirect Shoppers Away From TikTok

Redirecting shoppers away from TikTok often leads to serious penalties for your business account. TikTok aims to keep users engaged within its ecosystem, so it's crucial to respect this by not encouraging users to complete purchases or view content outside of TikTok. 

Instead, focus on optimizing your TikTok Shop to provide a seamless shopping experience. This includes ensuring that all necessary information and purchasing options are available directly on the platform, which can help maintain compliance and improve customer retention.

Establish a Reliable Fulfillment System

Establishing a reliable fulfillment system is vital for meeting customer expectations and maintaining a good reputation on TikTok. A well-organized system ensures that orders are processed efficiently and delivered on time – critical for customer satisfaction. 

Consider integrating inventory management software and partnering with dependable logistics providers to streamline operations. Regularly review and optimize your fulfillment processes to address any bottlenecks or inefficiencies. By doing so, you can enhance your store's reliability and foster positive customer experiences.

Monitor and Address Customer Feedback Promptly

Customer service determines sellers' good standing with shoppers and TikTok alike. Your online store will benefit first through repeat business; if people know they can expect timely, reliable help pre- and post-purchase, they'll be more likely to come back in the future. Consistently positive experiences then show TikTok your store is a valuable contributor to its marketplace, simultaneously reducing the risks of penalties and potentially unlocking additional privileges.

You don't need to have a massive team to offer great customer service – strategy is the biggest factor of success. Habitualize regularly addressing reviews to show both potential and existing customers their happiness is a top priority. Tools like TikTok’s Customer Service Chat Assistant can fill gaps by sending automated responses, acknowledging receipt of feedback, and setting expectations for resolution times with minimal intervention on your part. 

What to Do If You Receive TikTok Shop Violation Points

Although you can certainly mitigate the risk, there’s no way of completely protecting your business account from violation points – even if you’ve done everything right. TikTok’s automated policy enforcement system is known to make mistakes from time to time. It may incorrectly flag product listings, misinterpret statements, or act on reported violations without the full story. 

Luckily, there are methods of recourse. Or at least one method – appeal. Merchants who believe they’ve been wrongfully penalized can submit a ticket via the Seller Center for review by a human agent. This doesn’t guarantee reversal but is always worth trying if you feel points aren’t warranted. 

Just keep in mind that all appeals must be made within certain parameters. Every case is limited to two appeals, the first up to 30 days after penalization and the second up to 15 days after an initial appeal is rejected. Because TikTok’s appeal rulings are only as fair as they are well-informed, it’s in your best interest to use these limited opportunities well. Go into detail on why the violation points should be removed and substantiate claims with screenshots, receipts, and other records whenever possible. 

The Takeaway On TikTok Shop Violation Points

TikTok Shop violation points are bad news. But they aren’t inevitable. Every merchant has the power to limit their risk of receiving penalties by being diligent. Start with a strong fulfillment system ready for both consistent and unpredictable demand. The more resources you have at the ready, the better positioned you’ll be to meet seller expectations on an ongoing basis. 

At Shipfusion, we take SLAs seriously. They determine your success on TikTok Shop and ultimately our position as the best 3PL in North America. Expect nothing less than the best – 99.9% order accuracy and 99.9% on-time turnaround rates, dedicated Account Management, and ongoing reporting via our proprietary reporting tools.

Contact us today to receive a free, custom quote for your business’ logistics needs.