TikTok Shop Negative Customer Feedback Policy

05/21/2025

Applies to:Japan

1. Overview

This TikTok Shop Negative Customer Feedback Policy (hereafter referred to as "this Policy") covers our policies regarding Seller & Product feedback for products listed on TikTok Shop (hereafter referred to as "the platform").
The Platform may take enforcement action as set out in this Policy, the Seller Performance Evaluation Policy, any other Platform Policy, and the Seller Terms of Service.
This Policy is not exhaustive, and Sellers are solely responsible for ensuring that they do not engage in any practice that is prohibited under this Policy, and that they comply with applicable laws and regulations, and all Platform Terms and Policies.
Sellers may wish to seek independent legal advice if they have questions about the laws and regulations concerning their practices.
Our Policies are updated periodically. We will notify you in advance of any changes to this Policy. Please see the Seller Terms of Service for details of how we may make changes to our terms and policies. Sellers are responsible for checking this page regularly to ensure they comply with our Policy.

2. Types of Customer Feedback

Customer feedback may be received from various channels, including customer reviews. We consider customer reviews, as well as a range of other factors when improving our services. The types of customer reviews we consider include but are not limited to the following:

Product Ratings	Product Ratings refer to feedback provided by customers on product listings. Reviews consist of a 5-star rating and optional written comments.
Negative Customer Reviews	Once customers have made a purchase on TikTok Shop, they can provide feedback by leaving customer reviews. If a customer rates their experience with 1-2 stars out of 5 on TikTok Shop, it will be classified as a negative review.
Returns & Refund Reasons	If a customer is not completely satisfied with their purchase, they can request a return or refund. This process requires customers to provide a reason for the return, and allows customers to provide any additional feedback.
Customer Complaints	Customers can raise after-sales inquiries with sellers or complaints with TikTok Shop. These include raising issues or sharing feedback about their orders or overall shopping experience, especially concerning seller services or product quality.

3. Evaluation Metrics - Negative Review Rates (NRR)

TikTok Shop evaluates customer feedback given to all sellers using Negative Review Rates (NRR).

NRR refers to the percentage of negative reviews out of all delivered orders within the past 30 calendar days.

Sample Calculation:

if you have 10 negative reviews out of 50 delivered orders in the past 30 days, then your NRR is 20%.

What do we count in our calculation of this metric?

We take into consideration negative reviews relating to product quality and seller service
We exclude empty reviews with negative ratings and those related to logistics issues.

Sellers may receive a warning if their NRR reaches a certain threshold, prompting them to improve product quality or customer service based on feedback received. If the NRR remains high, TikTok Shop will conduct an investigation and may take further actions to protect customers. For more details, refer to section 4 below.

4. Enforcement Details

If your NRR remains high, you may have enforcement actions taken against your account. You should note that repeated offenses will result in more significant penalties.

Please see our Seller Performance Evaluation Policy and Seller Terms of Service for more information. If you think an enforcement action has been taken against you in error, appeal via the Seller Center. Please read our Seller Appeal Guidelines article for more information.

Note that enforcement actions can be applied to the seller's shop or a specific product.

Warning: Sellers are alerted when a product is receiving an increasing number of negative reviews, to prompt sellers to make necessary improvements as soon as possible.
Stricter Actions: TikTok Shop conducts an investigation on the accumulated negative reviews and considers taking appropriate actions, such as:

Enforcement Scenarios	Possible Enforcement Actions
Receiving a large number of reviews or feedback on product-related issues such as: Product safety Product compliance Counterfeit Low product quality False or misleading promotion	A formal product warning message. Product deactivation. Deactivated products will no longer be visible to customers. Sellers are encouraged to make the necessary changes to reduce further negative reviews, before reactivating the product. Product freeze. Frozen products will no longer be visible to customers and can not be altered, removed or updated by the seller.
Receiving a large number of reviews or feedback on seller-related issues such as: Wrong product being shipped Potentially fraudulent shipment, e.g. empty package Products with missing parts or components Products delivered in the wrong color, size or design	Shop traffic reduction. Shops may be ranked lower in search and recommendation results. A temporary Shop Suspension. Shops will no longer receive new orders during the temporary suspension and all products in the shops will be deactivated. A permanent Shop Suspension. Shops will no longer be able to receive new orders and all product listings under the shops will be deactivated.

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