How to Get Brand Authorization for TikTok Shop

Selling your products on TikTok Shop is an incredible opportunity, but getting stuck on the “brand authorization” step can feel like hitting a wall. If you’re trying to sell branded goods - whether they’re your own or from another company - you absolutely need to get this right. This guide breaks down the entire process of getting brand authorization on TikTok Shop, step-by-step, so you can move past the application and start making sales.

What is Brand Authorization and Why Does TikTok Shop Require It?

Brand authorization is TikTok’s way of verifying that you have the legal right to sell products under a specific brand name. Think of it as a gatekeeper that protects both shoppers and legitimate brand owners. By asking for proof, TikTok Shop ensures that the marketplace isn't flooded with counterfeit goods or unauthorized sellers who could damage a brand's reputation.

For sellers, getting authorized might seem like an extra hoop to jump through, but it comes with some serious perks:

• Builds Customer Trust: When shoppers see that you're an authorized seller, they know they’re buying the real deal. This removes purchase hesitation and can lead to higher conversion rates and fewer returns.
• Protects Your Account: Selling branded products without permission is one of the fastest ways to get your TikTok Shop account suspended or even permanently banned. Proper authorization keeps your store safe and in good standing.
• Unlocks Exclusive Features: Authorized brands may gain access to special marketing tools, Brand Showcases, and better visibility within the TikTok Shop ecosystem. It shows TikTok you're a serious, legitimate business worth promoting.
• Prevents Infringement Claims: Once you're authorized, you pre-emptively solve any potential IP infringement claims from the brand owner. It’s your official seal of approval to operate.

Two Paths to Authorization: Are You a Brand Owner or a Reseller?

Before you dive into the application, you need to know which of the two main categories you fall into. The documents you need depend entirely on your answer.

1. You Are the Brand Owner

This is you if you created the brand, you own the legal rights to it, and your company name is on the official trademark. You control every aspect of the brand’s identity and product line. If this is your situation, you’ll be proving ownership directly to TikTok.

2. You Are an Authorized Reseller or Distributor

This is you if you have official permission to sell products for a brand that someone else owns. Maybe you're a boutique that stocks multiple labels, a distributor for a specific company, or a retailer who has a direct relationship with a brand. In this case, your goal is to prove to TikTok that the actual brand owner has given you the green light to sell their products on the platform.

Your Pre-Application Checklist: Gather These Documents First

The number one reason sellers get delayed or rejected is because they don't have their paperwork in order. Don't start the application until you have everything on this list ready to go. This will save you days of back-and-forth with TikTok support.

If You Are the Brand Owner:

• Trademark Registration Certificate: This is the most important document. It’s the official certificate issued by your country's trademark office (like the USPTO in the United States). It needs to show that your trademark is fully registered, not just “pending” or “under review.” It must include the brand name, the trademark registration number, and the class of goods it applies to.
• Evidence of Brand-Product Relationship: You need to show that the trademark applies to the products you intend to sell. This can be product photos with your brand name and logo clearly visible on the packaging or the product itself. Invoices from your manufacturer showing product names that align with your brand might also work.

If You Are a Reseller/Distributor:

• A Letter of Authorization (LoA) from the Brand Owner: This is a formal letter, written by the brand owner, explicitly giving you permission to sell their products on TikTok Shop. It cannot be an email or a casual agreement. TikTok is very specific about what this letter must contain:
  • Must be printed on the brand owner’s official company letterhead.
  • Must include the brand owner’s name, address, and contact information.
  • Must clearly state your full business name and/or your TikTok Shop name.
  • Must explicitly grant you permission to sell their products on the TikTok Shop platform.
  • Must be signed and dated by an authorized representative of the brand.
  • Must have a validity period (e.g., “This authorization is valid from January 1, 2024, to December 31, 2024”). A letter without an end date may be rejected.
• Purchase Invoices: You’ll also need invoices from the brand owner or their authorized distributor showing that you purchased the inventory you plan to sell. These invoices must be recent (usually within the last 180 days) and clearly show the brand’s name, your business name, and the products purchased.

Pro Tip: Make sure all your documents are high-quality scans or digital files (like PDFs or JPGs). A blurry, cropped photo taken with your phone is a recipe for rejection. Ensure dates are valid and all text is perfectly legible.

Step-by-Step: How to Submit Your Brand Authorization Application

Once your documents are ready, the actual submission process is fairly straightforward. Here’s how to do it inside your TikTok Shop Seller Center.

Step 1: Navigate to the "Brands" Tab

Log in to your TikTok Shop Seller Center. On the left-hand navigation menu, look for a section called "My Account." Hover over it or click on it, and you should see an option that says "Account Settings." Inside Account Settings, you will find a tab labeled “Brands.” This is your command center for all things brand-related.

Step 2: Add a New Brand Authorization

In the Brands section, you'll see a button that says “Add Brand” or “Add Authorization.” Click it to begin the application process.

Step 3: Fill in the Brand Information

You’ll be presented with a form asking for brand details. This is where your preparation pays off.

• Brand Name: Enter the brand name exactly as it appears on your trademark certificate or Letter of Authorization. Do not use abbreviations or variations. A mismatch of even a single character can cause a rejection.
• Qualification Type: Here, you’ll choose whether you are the "Brand Owner" or a "Reseller/Distributor." Select the option that matches the documentation you’ve prepared.

Step 4: Upload Your Supporting Documents

This is the moment of truth. The application will prompt you to upload the files you gathered earlier.

• If You're the Brand Owner: You will be asked to enter your Trademark Registration Number and upload a copy of your Trademark Registration Certificate.
• If You're a Reseller: You will be prompted to upload the signed Letter of Authorization from the brand owner and likely your purchase invoices.

Double-check that you’ve uploaded the correct, complete, and clear files for each requirement before moving on.

Step 5: Review and Submit

Take one last look at all the information you’ve entered. Is the brand name spelled correctly? Did you upload the right documents? Once you’re confident everything is perfect, hit the “Submit” button.

Troubleshooting Common Rejection Reasons

So, you submitted your application and got a rejection... Don't panic. This happens fairly often, and it's usually for a few common, fixable reasons. Here's how to troubleshoot them.

Problem: "Inconsistent Brand Name"

The Fix: This is the most frequent issue. It means the brand name you typed into the form doesn’t perfectly match what's on your official paperwork. If your trademark is for "Sunshine Kids Co.", you cannot apply as "Sunshine Kids." Edit your application to reflect the exact legal brand name, character for character.

Problem: "Invalid or Expired Documents"

The Fix: Check the dates. Is your Letter of Authorization still valid? Has your trademark expired? Rescan your documents to make sure no pages are missing and that the text is 100% readable. If a document has expired, you'll need to get a new one from the brand owner before you can re-apply.

Problem: "Trademark is Still Pending"

The Fix: Unfortunately, there's not much you can do here besides wait. TikTok Shop prioritizes fully registered and active trademarks. A pending application doesn't provide the legal protection they require. You will need to wait for your registration to be approved by the trademark office and then re-apply with the official certificate.

Problem: "Insufficient Proof of Authorization" (for Resellers)

The Fix: Your Letter of Authorization is likely missing key information. Go back to the checklist and see what’s missing. Does it lack a validity period? Is it not on official letterhead? Is the signatory's title unclear? A common miss is not using an end date (valid until XYZ Date). Reach out to the brand owner, explain exactly what TikTok needs, and ask for a revised version of the letter.

Final Thoughts

Getting brand authorization on TikTok Shop is a non-negotiable step for building a sustainable business on the platform. By preparing your documents in advance and understanding what TikTok is looking for, you transform intimidating red tape into a simple, manageable checklist that protects your business and creates trust with your customers.

Once your brand is authorized and your shop is live, maintaining consistent content becomes the next big project to tackle. We built Postbase because managing all of your brand’s social media channels shouldn't feel like wrestling with platforms that are stuck in the past. Especially with the heavy reliance on video for TikTok shop, our tools allow you to schedule Reels, TikToks, and Shorts natively without worrying about your content failing to post. Everything, from a visual content calendar to a unified inbox for all your messages, is designed to give you clarity and get your time back so you can focus on growing your brand.