TikTok Shop US boosts new seller support for Chinese cross-border sellers

In August 2026, TikTok Shop US Cross-border POP officially launched the Emerging Cross-border Merchant Acceleration Program at its investment promotion conference, rolling out special support resources. Targeting high-quality merchants with content capabilities, supply chain foundations or brand operation experience, the program offers multi-dimensional growth support covering traffic, operations, fulfillment and more. Unveiled right before the upcoming overseas consumption peak season in the second half of the year, the program delivers a new entry point for Chinese cross-border merchants to expand into the US market.

I. Focus on four types of merchants to precisely introduce high-quality supply

This program is not universal; it targets established sellers with existing business foundations. The main recruitment categories include:

• Content-based Merchants: Merchants that possess live streaming or short video operation capabilities in the content e-commerce sector, with a certain fan base and sales performance;

• Powerful Merchants: Those with stable sales performance on mainstream cross-border e-commerce platforms or non-US TikTok Shop;

• Brand Distributors: Entities holding official brand authorization with a certain sales volume in domestic and overseas markets;

• Source Factory: Possesses independent production capacity and boasts strong competitiveness in supply.

By selectively introducing high-quality supply, the platform has further diversified its US market cargo portfolio and offered eligible Chinese merchants a clear growth path.

II. Comprehensive Benefit Package Balancing Incentives and Development

The resources planned to be provided will be offered in the form of a comprehensive benefit package, covering commission incentives, traffic support, operational guidance, improved fulfillment flexibility and other contents, which will be unlocked gradually based on merchants' actual business performance. The key support areas include:

• Commission rebate incentives to reduce merchants' upfront operating costs;

• Improved order volume carrying capacity helps merchants better cope with peak orders during peak seasons.

• Exclusive operation support to help merchants get familiar with platform rules and activity schedules;

• Flexible fulfillment modes are available, enabling merchants to adjust logistics strategies according to product characteristics.

• Provide multi-dimensional incentives covering content creation, product promotion, major campaign resources and other aspects.

Overall, adopting a result-oriented incentive mechanism, this program helps merchants achieve steady growth in the US market and continuously improve their operational capabilities.

III. The time window aligns with peak season rhythms, helping merchants make advance arrangements

The program will be launched in August, leaving ample preparation time ahead of the peak cross-border sales season in the second half of the year. For merchants looking to expand into the US market, the current phase is critical for product testing, operational model verification and inventory preparation. This move by the platform also allows merchants more flexible scheduling, helping them achieve steadier performance growth during major promotional campaigns.

IV. View rights and interests content rationally and avoid cognitive bias

For merchants interested in participating, there are several points worth noting:

• The benefit package is a comprehensive resource portfolio and will not be issued directly in cash. It shall be obtained gradually based on actual operating performance.

• The program targets merchants with certain foundations and sets clear access requirements.

• Platform support is closely related to merchants' own operational capabilities, and the final outcome still depends on product strength, service quality and market adaptability.

  
  

The launch of the TikTok Shop US New Merchant Program demonstrates the platform's recognition and support for Chinese cross-border merchants looking to expand into the US market. As the peak shopping season approaches, this initiative offers merchants with sufficient supply capacity and operational experience a clear growth roadmap and resource support. For merchants planning their cross-border operations for the second half of the year, now is an ideal time to assess their own capabilities and seize opportunities offered by the platform.

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