TikTok Shop跨境POP欧洲入驻标准更新解读

English Version

I. Introduction

随着全球跨境电商市场的不断扩大，TikTok Shop这个新兴的社交商务平台，正通过优化商家入驻政策和福利体系，吸引更多优质卖家进入欧洲市场。近日，TK小马研究会网站发布了TikTok Shop欧洲站跨境POP（平台开放计划）模式准入标准的最新调整方案，以及升级的商家扶持福利。本文从政策更新亮点、福利升级亮点、对跨境卖家的影响、合规建议等角度为商家提供专业解读，助力商家抢占平台红利。

II. Key Updates to TikTok Shop Cross-border POP EuropeEntry Standards

(A) Adjustments to Basic Qualification Requirements

1. Corporate Entity Qualifications
   • Mainland China merchants must provide a valid business license (with “import and export” or “cross-border e-commerce” in the business scope); individual industrial and commercial households are not supported.
   • Hong Kong and overseas merchants need to provide local company registration documents and tax registration certificates, with a registration period of at least 1 year (some high-quality brands can be relaxed to 6 months).
2. Brand Qualification Requirements
   • Self-owned brand merchants must provide a trademark registration certificate (R mark), and the trademark category must be consistent with the business products; authorized brands need to provide a complete authorization chain certificate within three levels issued by the brand owner.
   • Added “brand influence evaluation” dimension: For merchants without trademarks or with trademarks registered for less than 6 months, sales data from other mainstream e-commerce platforms (such as Amazon, eBay) in the past 3 months (monthly average GMV ≥ 10,000 USD) or social media account fan certification (TikTok account fans ≥ 100,000) are required.
3. Compliance and Risk Control Requirements
   • Merchants must sign the “TikTok Shop Cross-border Merchant Service Agreement” and “Data Compliance Commitment Letter” to ensure that product information, logistics performance, and user data processing comply with EU GDPR standards.
   • No major violations in the past year (such as tax dishonesty, intellectual property infringement, false transactions, etc.), and no “store closure” or “sales restriction” penalties on other e-commerce platforms.

(B) Improvement of Operational Capability Thresholds

1. Supply Chain and Logistics Capabilities
   • Provide cooperation agreements with at least 2 local or cross-border logistics service providers in Europe (such as DHL, DPD, J&T Express), ensuring order fulfillment timeliness (standard delivery ≤ 72 hours for collection, delivery ≤ 14 days).
   • For large items such as 3C and home furnishing, additional overseas warehouse cooperation certificates are required (warehouse area ≥ 500㎡, covering core areas in the UK, Germany, and France is preferred).
2. Platform Operation Experience
   • Have cross-border e-commerce platform operation experience in the past 6 months, and provide store background screenshots (including key indicators such as GMV, praise rate ≥ 90%, dispute rate ≤ 1%).
   • Equip at least 1 English customer service staff (or third-party customer service cooperation certificate), with response time requirements: ≤ 2 hours during working hours, ≤ 12 hours during non-working hours.

III. Upgrade of Merchant Benefits: From “Entry Support” to “Full-link Growth”

(A) Traffic and Marketing Support

1. Cold Start Traffic Package
   • Newly settled merchants can receive €500 in TikTok advertising credits for “Shopee Ads” or “Feed Ads” to target local European users.
   • High-quality brand merchants (meeting GMV targets and praise rate requirements) can apply for the “TikTok Shop Europe Emerging Brand Program” to obtain exposure benefits such as homepage recommendations and challenge resource slots.
2. Content Ecology Linkage
   • Open “merchant self-broadcasting + influencer带货” dual channels: Merchants can freely access the TikTok Creator Marketplace and cooperate with local European internet celebrities (10,000-1 million fans), with the platform providing 10% commission subsidies (up to €500/month).
   • Launch the “Short Video Trailer Incentive Program”: Merchants who post product-related short videos with shopping carts and achieve ≥ 100,000 views per video will receive additional traffic rewards (50% increase in exposure).

(B) Logistics and Fulfillment Guarantee

1. Overseas Warehouse Subsidy Policy
   • Merchants settling in before December 31, 2025, using TikTok Shop officially certified overseas warehouses (such as GoodCang, WINIT) can enjoy a 50% reduction in storage fees for the first 3 months, and final-mile shipping fees as low as 30% off the market price.
   • Launch “Return Worry-free” service: The default return address for users is the overseas warehouse, and the platform bears the first return shipping fee (up to €20/order), reducing merchants’ after-sales costs.
2. Payment and Settlement Optimization
   • The settlement cycle is shortened to T+7 (original T+15), supporting multi-currency withdrawals in euros, pounds, US dollars, etc. The exchange rate is settled at the real-time exchange rate of the Bank of China on the withdrawal date, with no additional exchange loss.
   • Add “credit limit for account period”: Merchants who meet the standards for 3 consecutive months (GMV ≥ $50,000/month,disputerate\le 0.5$50,000 to ease capital pressure.

(C) Compliance and Training Support

1. Compliance Green Channel
   • The platform provides free EU regulatory compliance testing tools (such as CE certification, RoHS directive, food contact material testing, etc.). After passing the test, merchants can obtain a “compliance label” to improve product search weight.
   • Access third-party intellectual property protection platforms to provide a 72-hour rapid response mechanism for trademark infringement complaints, reducing merchants’ rights protection costs.
2. Merchant Growth System
   • Launch “TikTok Shop Europe Merchant Academy”: Provide free courses from entry procedures, operation skills to local market insights. Completing designated courses can obtain “operation capability certification” and unlock more traffic benefits.
   • Dedicated account manager service: Merchants with monthly GMV ≥ $100,000 can be assigned a 1-on-1 account manager to provide customized support such as product selection suggestions and event application.

IV. Impact on Cross-border Sellers and Response Suggestions

(A) Opportunities: Platform Dividends and Incremental Market

• Traffic Advantage: TikTok has over 250 million monthly active users in Europe, with young people (18-35 years old) accounting for over 60%, with huge consumption potential. The POP model allows merchants to directly connect with users, reducing intermediate link costs.
• Policy Inclination: This benefit upgrade focuses on “cold start support” and “compliance reduction”, which is more friendly to small and medium-sized brand merchants, especially sellers with content creation capabilities or supply chain advantages, who are expected to quickly increase sales.

(B) Challenges: Compliance Thresholds and Increased Competition

• Increased Compliance Costs: The EU has strict regulations on product safety and data privacy, requiring merchants to invest more resources in qualification certification and compliance transformation (such as product testing, localized customer service).
• Involution Risk: With the relaxation of entry standards, the number of European station merchants is expected to increase by 30% in Q4 2025. It is recommended that sellers layout segmented categories in advance (such as home smart devices, eco-friendly cosmetics) to avoid red sea competition.

(C) Practical Suggestions

1. Qualification Pre-review: Check the completeness of materials in advance through the “entry qualification self-test tool” on the official website of TK XiaomaResearchClub, focusing on supplementing brand authorization documents and logistics cooperation agreements.
2. Content Operation: Establish a localized content team, plan short video marketing in conjunction with European festivals (such as Christmas, Black Friday), and use the “challenge + influencer store exploration” combination to increase product exposure.
3. Data Monitoring: Use the “Business Advisor” function in the TikTok Shop merchant backend to track user portraits in real-time (such as age, region, consumption preferences), and dynamically adjust product selection and pricing strategies.