Disclaimer

The content contained in this guide is for general informational purposes only. It is intended to provide an introductory understanding of TikTok Shop’s platform policies, operational strategies, and program mechanisms. Such information is provided for reference only and does not constitute any legal, commercial, financial, or other form of commitment, representation, warranty, or offer by TikTok Shop or its affiliates to any individual or entity.

Any features, program arrangements, or policy initiatives mentioned in this material may be in the planning, pilot, or optimization stage. The final applicable scope, specific terms, and implementation details shall be subject to the officially published rules or contractual documents of TikTok Shop. The platform reserves the right to adjust, modify, or terminate any relevant content at any time without prior notice.

Any data, forecasts, or analytical results included herein may be based on historical information, specific assumptions, or pilot experiences. They should not be interpreted as a commitment or guarantee of future outcomes. TikTok Shop makes no express or implied representations or warranties regarding the completeness, accuracy, or timeliness of such information.

All images contained in this document are AI-generated. The platform makes no representations or warranties regarding their accuracy, authenticity, reliability, or non-infringement. Such images are for reference purposes only and do not constitute any legal, commercial, financial, or other form of commitment, representation, warranty, or offer by TikTok Shop or its affiliates.

Under no circumstances shall TikTok Shop or its affiliates be liable for any direct or indirect losses that may arise from reliance on any information or advice contained in this material.

OnePage：TikTok Shop 日本商城画风Guideline v1.0

Why does visual style matter for TikTok Shop?

1.1 Scope of This GuidelineThe visual style elements covered in this guideline include: main image, product image, product title, and product detail page.
1.2 Why Are These Elements Important?These elements are a representation of both TikTok Shop and the sellers. They are also the primary way users obtain product information. Good visual elements are beneficial to the platform, merchants, and users.

• Benefit for Merchants - a well-designed visual style can improve the conversion rate of individual products.
• Benefit for TikTok Shop - enhances Japanese consumers' overall trust in TikTok Shop, improving traffic efficiency and creating a better business environment for merchants.
• Benefit for Users - a clear and trustworthy visual style helps Japanese users access information more easily, making their shopping experience more comfortable and enjoyable.

1.3 The key to a visual style localized to Japan is creating a sense of 安心感 (reassurance and trustworthiness)!

Listings that violate the following bottom-line principles are subject to removal.

2.1 Listings identified by automated review will be delisted.

2.2 Core principles:

🚨The "All Japanese Principle" for core elements (other than the foreign languages on the product itself).

• Other than the product itself and certain necessary terms, which may be in a foreign language, the main product image and title must be entirely in Japanese.

The "Immediate Deboost Principle" upon detection.

3.1 Governance practice - regular inspections, with traffic deboosting implemented upon detection.

3.2 Core principles:

🚨1）The "All Japanese Principle" for all elements (other than the foreign languages on the product itself).

• Other than the product itself and certain necessary terms, which may be in a foreign language, the main image, carousel images, title, detailed product description, and detailed product images must be entirely in Japanese.

🚨2）The "Clear Product Display Principle" for the main image

• The main product should not be obscured by multiple styles, colors, and combinations.
• The main product should not appear too small.
• The main product should not be obscured by a cluttered background or excessive accessories.
• The main product should be fully displayed, rather than partially shown.

🚨3）The "Accurate Information Principle" for the main image.

• Information of the product's size, number, color, material, and functionality must be accurate.

Scenarios that do not receive platform marketing support (possible deboosting when severe)

4.1 Governance practice - no platform marketing support provided during campaign registration and other scenarios, with severe cases deboosted.

4.2 Core scenarios:

⚠️1）Amateurish main product image.

• Amateur-looking selfies taken at home/outdoor settings
• Amateur-looking photos taken in-store
• Unprofessional photos with overly casual model poses

⚠️2）Unnatural Japanese

• Overly obvious signs of machine translation into Japanese (mainly seen in odd line breaks, incorrect punctuation, and awkward text graphics).
• Significant translation deviation from original meaning

⚠️3）The main product image is overly crowded with text.

• While textual supplements are encouraged in the main image, words from the product logo, promotional details, selling points, and functionality should not take up more than 20% of the image space.

⚠️4）The main image is aesthetically unattractive, or does not align with mainstream Japanese aesthetics.

• The main image is over/under-exposed
• The main image is cluttered and aesthetically unappealing
• The model's body type differs too significantly from that of mainstream Japanese consumers.
• The main image excessively displays a specific body part of the model and causes visual discomfort.

While these issues may occur in other scenarios (e.g. Carousel images, product detail images, buyer photos, etc.), their occurrence in the main product image severely damages the overall quality of ShopTab.

⚠️5）Overly simplified product details that lack essential information.

• Overly simplified product descriptions and images that fail to convey the necessary information.

Tips for increasing conversion

✅1）Text overlay

• A strategically well-placed text overlay on the main image can draw attention and increase conversion. e.g. Exclusive offers, endorsements (verifiable), and selling points (material, functionality, etc.).

✅2）Complement detailed images with inspirational images

• Detailed images - used to display the product's details, shape, color, texture, etc. Best practices are to ensure color fidelity, show multiple angles, and avoid distortion.
• Inspirational images - used to express the brand's aesthetic and demonstrate the product's usage scenario. Best practices are to use negative space effectively, be thoughtful about staging and item placement, and use professional lighting.

✅3）Structured & detailed product descriptions

• Japanese consumers tend to thoroughly review product details to build confidence in their purchases.
• Product details should be structurally presented, and ideally include the following information: shipping & logistics details, material/composition, sizing chart (make note of the model's height & weight, and the size they're wearing), care/maintenance/usage instructions, after-sales service information, etc.

✅4）Include a user manual in Japanese, and ensure the packaging is clean and neat.

• Japanese consumers pay meticulous attention to details and appreciate the satisfaction that comes from receiving a neatly packaged order. Providing a Japanese user manual and ensuring the product's packaging is clean enhances the shopping experience and encourages positive feedback.