Overview

This guide explains the External Traffic Programme (ETP) — what it is, how it works, and what sellers need to know.

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What is External Traffic Programme?

Drive sales from beyond the TikTok app by empowering creators to share your products across all their channels. Affiliate Links are a powerful tool that lets you expand your shop's reach to new audiences outside of TikTok. When you make your products available for TikTok Affiliate collaboration, creators can generate shareable links and promote them anywhere - on other social media platforms, in newsletters, or on their own websites. You get more potential traffic and sales, and creators earn a commission. It's a simple way to turn their influence into your growth.
There are many types of affiliate links creators can promote for you outside TikTok!

What types of links can creators share?

• Product links — direct link to a specific product
• Campaign links — link to a specific campaign

Showcase links — link to a creator's curated product list

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How does External Traffic Programme work?

Here's the journey from seller to sale:
Commission rates• By default, commission rates follow your Open Collaboration settings.• If a purchase is made through a Target Collaboration or TAP creator, rates follow those settings instead.

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How to Enroll in External Traffic Programme?

You are automatically enrolled in the External Traffic Programme as long as you have at least one product registered in TikTok Shop Affiliate Collaboration (Open Collaboration or Target Collaboration). No setup needed.
This means your products are already eligible to be promoted by creators outside TikTok, giving you extra exposure without any additional work on your end.
To check your enrolment status:

• Go to Seller Centre → Affiliate → Home
• Look for the External Traffic Programme module
• Click "View details" to view Programme details
  
  Navigate to Seller Centre > Affiliate > Home

How to opt out of the Programme?

You can opt out at any time. If you do, you will no longer receive extra exposure through affiliate links shared outside TikTok.
To opt out:

1. Go to Seller Centre → Affiliate → Home
2. Click "View details" in the External Traffic Programme module
3. Click "Leave Program" and confirm your decision

Important

• Leaving the External Traffic Programme does not mean leaving the TikTok Shop Affiliate Programme. You can still have creators promoting your products through LIVE sessions, shoppable videos, and showcases.
• Creators or partners will still earn commission on orders generated before you leave the Programme. Orders placed after you leave will not qualify for commission.

Example: if you leave at 10:00 AM and a creator generates an order at 9:59 AM, they will still receive their commission once the order is fulfilled.

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How to track Orders

To see orders coming through the External Traffic Programme:

1. Go to Seller Centre → Affiliate Centre → Transaction → Affiliate orders
2. Use the "Content Type" filter and select "External Traffic Program"

Here you can view all affiliate orders and the commission generated from Affiliate Links.

FAQ

1. Can creators promote any product in my shop?

No. Creators can only promote products registered in Open Collaboration or Target Collaboration. If a product is registered only in Target Collaboration, only invited creators can promote it. The same applies to TAP campaigns.

2. Will all my affiliate products be eligible automatically?

Yes. As long as you have at least one product in Open or Target Collaboration, you are automatically eligible. This includes products registered before the Programme launched. Products added after launch are also automatically eligible, unless you choose to leave the Programme.

3. Can I stop creators from sharing affiliate links for my products?

You can leave the External Traffic Programme, which means no new commission will be earned through affiliate links. However, leaving does not remove you from the TikTok Shop Affiliate Programme — creators can share your products via LIVE, short videos, and showcases as usual.

4. Can I set different commission rates for affiliate links vs. Shoppable content or LIVEs?

No. The commission rate set in Open and Target Collaboration applies to all channels — Affiliate links, Shoppable Videos, and LIVEs.