Negative Review Rates (NRR)

What are Negative Reviews?

Negative Reviews are ratings of 1-2 stars on the product rating system (a 5-star rating system with optional written comments).
Seller-related Negative Reviews are categorised into service and product-related issues. These exclude negative reviews due to logistics or delivery issues. These reviews are further broken down into the following.

• Product-related Negative Reviews: Negative reviews concerning product quality and function.
• Service-related Negative Reviews: Negative reviews concerning service towards the customer, including complaints about missing or incorrect items, inadequate/unsatisfactory customer service responses, and similar issues.

How are Negative Reviews evaluated?

TikTok Shop evaluates customer feedback given to all sellers using Negative Review Rates (NRR). Negative Review Rate (NRR) refers to the percentage of negative reviews (1–2 star ratings) out of all reviews left on products delivered over the past 30 calendar days.Note: Customers can leave one review per SKU they order. For example, if a customer orders 10 different SKUs, they may leave up to 10 reviews.Sample calculation:

• Customers left a total of 80 reviews across all SKUs delivered in the past 30 calendar days
• 8 of these reviews were negative (1–2 stars)
• Your NRR would be: 10% -> (8 ÷ 80) × 100%.

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.

Where can I see how I am currently performing?

All targets can be found in the following section:

• Seller Center -> Data Compass -> Post Purchase -> Negative-Review Performance

You may also find your Seller-related NRR and Service-related NRR in the following section:

• Seller Center -> Shop Health
  

Your Product-related NRR may also be found in the following section:

• Seller Center -> Product -> Product Ratings
  

What happens if I do not meet the targets above?

If you are found to violate these guidelines, 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.
Sellers with high NRRs will receive enforcement actions depending on the type of customer feedback they receive. Customer feedback will be evaluated through an assessment of the following:

• Returns & Refund Reasons: Customers can request a return or refund if they are unsatisfied with their purchase. This process requires them to provide a reason for the return and 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.

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.
Please click here to read our TikTok Shop Negative Customer Feedback Policy.