5 Common TikTok Shop Mistakes and How to Fix Them

👋 Hey, Social Commerce Operators!

Welcome back to the newly revamped Social Commerce Sellers Newsletter!

I want to take a moment to say a big thank you to our loyal subscribers—glad to have you with us! And a warm welcome to all the new readers joining us today.

This week’s newsletter is inspired by the conversations I’ve had with several brands who are feeling stuck with TikTok Shop. If that sounds familiar, don’t worry—you’re not alone. Here’s exactly what I’ve told them and what we do for our clients.

Let’s dive in!

This Week’s Blueprint

5 Things Stopping Your Brand from Growing on TikTok Shop
(And How You Can Fix Them)

The TikTok Shop landscape is fast-moving and full of opportunity, but only if you're playing the right game. As brands dive in, many make the same mistakes, which can slow down growth and stall progress.

To help you avoid these pitfalls, we’ve put together a blueprint of the top five things that might be holding you back on TikTok Shop—and how to fix them. Let’s get into it:

1. You're Trying to Be Profitable from Day 1

I get it.

You want immediate wins.

But TikTok Shop doesn’t work like that.

Expecting to be profitable right away is a huge mistake.

TikTok Shop requires time to build momentum—especially in the first 60-90 days.

Use this period to focus on customer acquisition and building brand awareness.

Long-term profitability comes from consistently growing your customer base.

And don’t forget the halo effect

It doesn’t just help TikTok Shop sales

It positively impacts your DTC, Amazon, and even retail channels.

The Fix:
Shift your mindset.

Don’t expect day-one profits. Prioritize growth and engagement for the first 2-3 months, then start scaling up.

2. You're Being Passive-Aggressive

Some brands think dipping a toe in is enough.

Reaching out to 20 creators a week or running $50 a day on ads isn’t going to cut it.

TikTok moves quickly—if you’re not fully committed, you’ll get left behind.

You need to go all-in, pushing for visibility and engagement with intentional strategies.

The Fix:
Be aggressive. Ramp up your outreach, increase your ad spend, and put real effort into TikTok Shop. Your half-hearted effort won't get you the results you're looking for.

3. You're Reactive, Not Proactive

Are you scrambling to fix things when sales drop or performance slows?

That’s a reactive approach—and it’s a costly one.

Brands that wait for results before changing their strategy are always playing catch-up.

The Fix:
Be proactive. Map out your content, promotions, and live strategies well in advance. Set goals, track progress, and pivot when necessary. Waiting for results before making changes will only slow you down. Plan ahead to stay ahead.

4. You Don't Know How to Build Actual Momentum

Momentum doesn’t come from sporadic efforts.

TikTok Shop success relies on a constant flow of content, engagement, and strategic partnerships.

If you’re inconsistent, momentum will slip through your fingers.

The Fix:
Stay consistent. Post regularly, partner with the right creators, and run strategic flash sales to keep your audience engaged. Building momentum takes time, but once you’ve got it, everything becomes easier.

5. You're Not Leveraging TikTok’s Full Potential

TikTok Shop isn’t just a product listing platform.

Too many brands overlook its key features, like live streaming, affiliate partnerships, and flash sales.

These tools can supercharge your brand’s presence—if you use them right.

The Fix:
Go beyond product listings. Use live streaming to engage with customers in real time. Build out an affiliate network to expand your reach. And leverage flash sales to create urgency and boost engagement.

The brands that fully tap into these features are the ones that grow fastest.

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