TikTok is launching a pilot program in the US for full business management of sellers on its Shop platform: the company handles marketing, ad setup, product card optimization, influencer hiring, and content creation, including hundreds of AI-generated videos. Participation costs a fixed $10,000 plus a 10–20% commission on each sale depending on the product category. The program launches in August 2025 and is available to both local US sellers and foreign companies operating in the US market.
What's included in TikTok Shop's managed service
According to the platform's internal documentation, TikTok handles virtually the entire operational cycle of brand integration into e-commerce. Sellers only need to add products to the Shop catalog and send free samples to influencers for testing. Everything else falls under the platform's responsibility:
- launching automated advertising campaigns through the GMV Max tool;
- testing creatives and optimizing media plans;
- improving product cards to boost conversion;
- selecting influencers aligned with brand objectives;
- content production, including hundreds of videos created using artificial intelligence.
The new program puts TikTok in direct competition with partner agencies that have been helping brands build their presence on the platform since 2023—from influencer recruitment to ad campaign launches. When Shop entered the US market, the platform actively relied on these agencies.
How it differs from Amazon and Walmart models
TikTok's approach is fundamentally different from the strategy of other major US e-commerce players. Amazon and Walmart offer managed services only in narrow areas—logistics, delivery, and customer service. For everything else, brands use self-serve portals and set up integrations on their own.
TikTok has taken direct control over all aspects of commerce—a strategy successfully tested in China on the Douyin platform
Fabian Overheid, founder of Socialscale.ai, a company specializing in social commerce, notes that the Chinese model, where Douyin and Xiaohongshu directly provide brands with full support, has proven effective. TikTok is testing this approach in the US market. In recent years, the platform's e-commerce division has hired top managers with Douyin experience, reinforcing the influence of Chinese strategy.
Strengthening control over the ecosystem
The managed service is part of a series of changes aimed at centralizing Shop management. In September 2024, TikTok made the use of the AI-powered GMV Max tool mandatory for all advertising campaigns on the platform. Earlier that year, the company had planned to transition all sellers to its own Fulfilled by TikTok logistics program but abandoned the mandatory switch after negative market reaction.
According to EMARKETER's forecast, TikTok Shop sales in the US will exceed $23 bln in 2025. However, the platform remains a small player compared to Amazon, which is projected to generate over $500 bln in US sales by 2026. The gap is substantial, but TikTok's growth rate is impressive: in just two years of market presence, the platform has built a full-fledged e-commerce ecosystem.
Takeaways for Russian brands and influencer marketing
Centralized management of e-commerce platforms is a trend that will gradually reach the Russian market. Brands working with influencers already face the challenge of coordinating multiple contractors: media buying agencies, production studios, and analytics services. TikTok's experience shows that the market is moving toward comprehensive solutions where a single contractor covers the entire cycle—from influencer selection to KPI forecasting and performance measurement. For brands building their strategy through influencer partnerships, it's important to choose partners capable of providing full-cycle integration and analytics. The ETC team operates on an end-to-end support model: from strategy and influencer selection to campaign launches and reporting on achieved results.
Frequently asked questions
How much does it cost to participate in TikTok Shop's managed service
Participation in the program costs $10,000 in fixed fees plus a 10% to 20% commission on each sale. The specific commission percentage depends on the product category.
How does TikTok's managed service differ from Amazon
TikTok takes control of the entire promotion and sales cycle—from influencer hiring to content and ad creation. Amazon and Walmart offer managed services only for logistics and customer support; brands configure everything else themselves through self-serve tools.
When does TikTok's full business management program launch
The pilot program launches in August 2025. Both US sellers and foreign companies operating in the US market through TikTok Shop can participate.
In brief
- TikTok is launching a program for full business management of Shop sellers: marketing, advertising, influencer selection, AI content creation—all under platform control.
- Participation costs $10,000 + 10–20% commission per sale; pilot launch—August 2025.
- The new service competes with TikTok partner agencies that have been helping brands enter the platform since 2023.
- The model mirrors the successful experience of China's Douyin, where the platform directly supports sellers across all aspects of commerce.
- TikTok is tightening control over the Shop ecosystem: mandatory GMV Max for advertising, an attempt to implement unified logistics, and now full business management.
- TikTok Shop US sales forecast for 2025 is over $23 bln, but this remains a small share compared to Amazon's $500+ bln.
- For the Russian market, this trend signals growing demand for comprehensive influencer marketing solutions: brands are seeking contractors who cover the entire cycle from strategy to reporting.
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