How to Add the Shop Button on TikTok

Turning viral TikTok views into actual sales is the goal for many brands, and the in-app Shop feature makes this easier than ever. This guide walks you through everything you need to know about setting up TikTok Shop, from meeting the eligibility requirements to adding that clickable product link - often called the shop button - directly to your videos.

What Exactly is the TikTok Shop Button?

First, let’s clear up a common point of confusion. The "shop button" isn't a single button you just turn on and off. Instead, it refers to two distinct features of TikTok Shop that work together:

• The Shop Tab: This is a permanent shopping-bag-shaped icon that appears on your TikTok profile page, right next to your video feed. It acts as a dedicated storefront where users can browse and buy all your products without ever leaving the app. This tab automatically appears once your TikTok Shop is fully set up and approved.
• In-Feed Product Links: This is the interactive, clickable product link that you can tag in your organic videos and LIVE sessions. When a viewer sees your video, a small yellow shopping cart icon with the product name pops up above your username. Tapping this link takes them directly to the product page to buy. This is the feature that transforms your content from passive entertainment into a direct sales channel.

Together, these features create a smooth, integrated shopping experience that reduces friction and makes it incredibly easy for an entertained viewer to become a paying customer in a matter of seconds.

Are You Eligible for TikTok Shop?

Before you begin the setup process, it's important to know if you qualify. TikTok has different requirements for businesses (brands selling their own products) and creators (influencers promoting products for a commission).

For Businesses (Sellers)

If you're a brand, business owner, or merchant planning to sell your own inventory, you'll need to set up a Seller account. The requirements are primarily based on your location and business verification.

• Location-Based: TikTok Shop is currently available in specific regions, including the United States, United Kingdom, and parts of Southeast Asia (Indonesia, Malaysia, Thailand, Vietnam, the Philippines, and Singapore). You must be based in one of these supported regions.
• Business Verification: You will need to provide official documentation to verify your business. This usually means a government-issued business license, tax identification number (EIN), or other valid registration documents. Individual sellers might be able to register with personal identification like a passport or driver's license.
• Bank Account: You'll need a business or personal bank account to receive payments from your sales.

For Creators (Affiliates)

If you don't have your own products but want to earn a commission by promoting other brands' products, you can join as a TikTok Shop Creator. The requirements are more focused on your account's performance and engagement.

• Follower Count: You generally need to have at least 5,000 followers. This number can vary by region and may be subject to change over time.
• Age Requirement: You must be at least 18 years old.
• Active Account: Your account needs to be active, meaning you’ve posted a video within the last 28 days.
• Good Standing: Your account must be in good standing with TikTok's community guidelines and not have a history of major violations.

If you meet the criteria for either category, you’re ready to get started!

A Step-by-Step Guide to Setting Up Your TikTok Shop

Getting your shop live involves setting up an account in the TikTok Seller Center and linking it to your TikTok profile. Here's how to do it in five simple steps.

Step 1: Get a TikTok for Business Account

While not a strict requirement for every setup path, it's a best practice to switch your standard profile to a Business Account. It’s free and gives you access to analytics, ad tools, and other commercial features.

To switch:

1. Go to your TikTok profile and tap the three lines in the top-right corner to open Settings and privacy.
2. Tap Account.
3. Select Switch to Business Account and follow the on-screen prompts to choose a category that best describes your brand.

Step 2: Sign Up in the TikTok Seller Center

The Seller Center is your command hub for everything related to your shop. This is where you'll manage products, orders, promotions, and payments.

Navigate to the TikTok Shop Seller Center website for your region (e.g., seller.tiktok.com for the US) and sign up. You can sign up using your TikTok account or with a phone number and email.

Step 3: Provide Your Business Information

This is the verification stage. TikTok needs to confirm that you’re a legitimate business. You'll be asked to choose your business type (e.g., Corporation, Sole Proprietorship) and upload the necessary identification. Have these documents ready to speed up the process:

• For Businesses: Your company registration certificate or business license and the Social Security Number or ITIN of the primary business owner.
• For Individual Sellers: A government-issued ID like a passport or driver's license.

This information is reviewed manually by TikTok, and verification can take anywhere from a few hours to a couple of days. You’ll receive a notification once you’re approved.

Step 4: Add Warehouse and Return Information

After your documents are verified, you'll need to add your shipping information. This includes your warehouse address (where products ship from) and your return address. Carefully enter these details, as they will be used to calculate shipping costs and manage customer returns.

Step 5: Add Your Products

Once your shop is approved, you can start populating your virtual shelves. You have two primary ways to add products:

1. Manual Upload

Inside the Seller Center, navigate to the ‘Products’ tab and select ‘Add New Product.’ You’ll need to provide:

• Product name and a detailed description.
• Category.
• High-quality images (at least 3-4 from different angles).
• Any variations (e.g., size, color).
• Price, quantity, and weight/dimensions for shipping calculation.

Your product listings will be reviewed by TikTok to ensure they meet the platform's policies before they go live.

2. Integration with an E-commerce Platform

For brands with existing online stores, this is often the easiest option. TikTok Shop integrates directly with major e-commerce platforms like Shopify, BigCommerce, and others. If you're on Shopify, for example, you can simply install the TikTok app from the Shopify App Store. This allows you to sync your entire product catalog, manage inventory, and fulfill orders directly from your Shopify dashboard.

Once your products are approved and live in the Seller Center, your Shop Tab should automatically appear on your TikTok profile!

How to Link Products in Your TikTok Videos

Now for the fun part: adding that clickable "shop button" to your content. This is how you connect your products with your audience’s purchasing intent in the moment they’re most engaged.

Here’s the process:

1. Create Your Video: Film and edit your TikTok video as you normally would. Don’t make it a hard sell, focus on entertaining, educating, or telling a story about the product. Show it in action, highlight a unique feature, or create a skit around it.
2. Go to the Post Screen: After editing, tap ‘Next’ to land on the posting screen where you write your caption and add hashtags.
3. Tap ‘Add Link’: Look for the ‘Add Link’ option. It should be located with other options like "tag people" and "location".
4. Select ‘Products’: From the menu that pops up, choose ‘Product.’ This will open your TikTok Shop catalog.
5. Choose Your Product: Scroll through your active listings and select the product you featured in the video. You can tag up to 10 products per video.
6. Name Your Link and Post: Give the product link a clear name (e.g., the product's actual name) and tap 'Add'. The link will now appear on the post page. Finish writing your caption and post your video!

When the video goes live, it will feature the link to your product, allowing for seamless, one-tap shopping.

Tips for Maximizing Your TikTok Shop Sales

Simply having a shop isn't enough, you need a content strategy that drives interest and sales. Here are a few best practices:

• Show, Don't Just Tell: The most effective TikToks demonstrate a product's value. Show it solving a problem, create a satisfying "before and after," or simply show it being used in a real-life, relatable way.
• Prioritize Authenticity: Highly polished, corporate-style ads usually don't perform well on TikTok. Lean into a native, user-generated content (UGC) feel. Film with your phone, speak conversationally, and let your personality shine.
• Use LIVE Shopping: Host LIVE sessions to showcase products in real time. You can demonstrate different uses, answer audience questions on the spot, and offer limited-time discounts to create urgency. You can pin products directly in your stream for easy purchasing.
• Pin Your Top Performers: If a video featuring a certain product goes viral or gets a lot of positive comments, pin it to the top of your profile. This gives new visitors immediate exposure to your most popular items.
• Partner with Creators: Use the creator affiliate program to have influential users promote your products for a commission. Their authentic endorsement can build trust and drive sales in a way that branded content sometimes can't.

Final Thoughts

Setting up the TikTok Shop button is a process that bridges content creation with direct commerce. By establishing your Seller Center account, adding products, and consistently tagging them in engaging, authentic videos, you can build a powerful sales engine directly within one of the world's most popular apps.

A successful TikTok strategy relies on consistent and well-planned content. At Postbase, we designed our visual calendar to help creators and brands map out their video content weeks or even months in advance. You can see at a glance when your product showcases, trend-driven videos, and LIVE shopping events are scheduled, allowing you to build and maintain momentum without getting overwhelmed by the daily scramble of content creation.