Beginner's Guide to Basic TikTok Shop Terminology
This article explains the common terminology you'll encounter as a creator just getting started with TikTok Shop.
If you've been thinking, "There are so many technical terms, I can't keep up…" — by the end of this article, you'll be able to follow along with any conversation.
Memory tip:
If you've been thinking, "There are so many technical terms, I can't keep up…" — by the end of this article, you'll be able to follow along with any conversation.
TikTok Shop Basics
Let's start from the very beginning: "What exactly is TikTok Shop?" Here we cover the shopping touchpoints you'll find on a creator's profile and videos.| Term | Meaning & Key Points |
| TTS | An abbreviation of "TikTok Shop." It refers to TikTok's built-in feature that lets you buy and sell products directly within TikTok. |
| Shopping Cart | The "shopping cart" icon displayed on a TikTok profile page or video. Viewers can tap it to purchase products. |
| Showcase | The "store window (product listing)" on a creator's profile page. You can display recommended products so followers can browse them at any time. |
Quick tip: When you hear "I started TTS," it means that person has begun selling or promoting products through TikTok Shop.
Affiliate Sales Methods
There are two main ways to sell on TikTok Shop: videos and LIVE streams. It also helps to know some useful features available during LIVE.Shopping Video Sales
A sales method where you attach a "product link" to a regular TikTok video so viewers can shop directly after watching it. Think of it as a short TV shopping segment.LIVE Sales
A method where you introduce products during a live broadcast (livestream), answer viewer comments in real time, and sell products on the spot. It's like an online in-person demo.Useful Features for LIVE
| Term | Meaning & Key Points |
| Pin | A feature that pins the product you're currently introducing to the "most visible spot" on the viewer's screen during a LIVE broadcast. Used to highlight: "This is what I'm showing right now!" |
| Moderator | A "helper (admin)" who supports your LIVE broadcast by removing spam comments and answering viewer questions on your behalf. |
| Prompter | A "cue card (teleprompter)" feature that displays your script on screen during video shooting or LIVE streaming. |
How Product Samples and Collaborations Work
Here's how you get the products you promote.| Term | Meaning & Key Points |
| Free Sample | A product given to a creator free of charge by the seller's side, so the creator can feature it in a video or LIVE. Think of it like a review sample. |
| Sample Coupon | A dedicated coupon creators can use when requesting a free sample. It makes the product free or discounted. |
| Sample Points (S Points) | A points system associated with sample requests. Check the latest help section in the Seller Center or Affiliate Center for details. |
| Open Collaboration | A setup where the seller opens product promotion to any creator — "Anyone is welcome!" Creators can freely choose products from the Affiliate Center and get referral links, making it easy for beginners to get started. |
| Targeted Collaboration | A setup where the seller specifically selects certain creators — "We want this person to promote our product!" — and offers special compensation (e.g., a higher commission than usual). Only the invited creator receives the offer. |
Performance Metrics (KPIs) by the Numbers
These numeric indicators come up constantly when you're working to grow sales. They look intimidating at first with all the abbreviations, but they're simple once you know what they mean.Sales Metrics
| Abbreviation | Full Name | Simple Explanation |
| GMV | Gross Merchandise Value | Simply the total amount sold. The sum of all sales before deducting cancellations or returns. Formula: GMV = Unit Price × Units Sold |
| GPM | GMV Per Mille | How much revenue is generated per 1,000 views of a video or LIVE. The higher it is, the more efficiently you're earning. Formula: GPM = GMV ÷ Views × 1,000 |
Engagement Metrics
| Abbreviation | Full Name | Simple Explanation |
| CTR | Click Through Rate | The percentage of people who saw a video or product and tapped it out of interest. Formula: CTR = Clicks ÷ Impressions × 100 (%) Example: If 5 out of 100 viewers tapped, CTR = 5% |
| CVR | Conversion Rate | The percentage of people who visited the product page and actually made a purchase. Formula: CVR = Purchases ÷ Product Page Views × 100 (%) Example: If 3 out of 100 viewers bought, CVR = 3% |
Advertising Cost Metrics
| Abbreviation | Full Name | Simple Explanation |
| CPM | Cost Per Mille | How much it costs to display a video or ad 1,000 times. A benchmark for the cost of reaching a wide audience. Formula: CPM = Ad Spend ÷ Impressions × 1,000 |
| CPA | Cost Per Acquisition | How much advertising spend it took to sell one product. The lower this is, the more cost-effectively you sold. Formula: CPA = Ad Spend ÷ Number of Purchases (Conversions) |
- Terms ending in "R" (CTR, CVR) → Rate = percentage-based metrics
- Terms starting with "CP" (CPA, CPM) → Cost = how much money was spent
- Terms starting with "GM" (GMV, GPM) → Sales-based scores
Other Key Terms to Know
People-Related Terms
| Term | Meaning & Key Points |
| KOL (Key Opinion Leader) | A well-known influencer with a large following who promotes products with significant reach. |
| KOC (Key Opinion Consumer) | Someone close to an everyday consumer who gives honest reviews from a relatable perspective. Known for generating word-of-mouth resonance. |
| Moderator | (Repeated from above) An admin who supports the LIVE broadcast behind the scenes, handling spam and Q&A. |
Traffic & Behavior Terms
| Term | Meaning & Key Points |
| Organic (Traffic) | Visitors who found your video naturally — through the "For You" feed or search — without any paid advertising. |
| Promote | TikTok's in-app ad distribution feature. Used when you want to reach more people with your video or LIVE. |
| Cart Abandonment | When a customer adds a product to the shopping cart but closes the screen without completing the purchase. Like putting something in a basket at the supermarket and then leaving without buying it. |
Tips to reduce cart abandonment: Coupon distribution, free shipping offers, LIVE reminders, and other "one last nudge" tactics can improve this rate.
Tools You Should Know
Here are the three management dashboards that come up frequently in TikTok Shop operations. Getting them confused can leave you lost.| Tool Name | Who Uses It | What You Can Do |
| TikTok Studio | Creators | A tool for creators to stay up to date on TikTok Shop-related information and various monetization insights. |
| Affiliate Center | Creators | The "screen for finding products to promote." Use it to discover products you're interested in, get links, and attach them to your videos or LIVE streams. |
| Seller Center | Sellers (stores) | The management dashboard for the "store side." Used to list products, manage orders, handle inventory and shipping. |