In January, the Trump administration temporarily reversed a TikTok blackout, extending the deadline for the Chinese owner ByteDance to sell to an American buyer until April 5. It was a saving grace for content creators who market themselves on the app and earn a living through shoppable videos. But with all the controversy surrounding the platform's security—and another potential ban looming—many are left wondering, is TikTok Shop safe?
TikTok Shop launched on the app in late 2023. It allows users to see and shop the items featured in videos, giving creators a way to earn commission from brands. More often than not, these items are heavily discounted. And according to a Feb. consumer survey by PartnerCentric, the tactic is a success, as 37 percent of Americans under age 60 have made a purchase on TikTok Shop, spending an average of $700 a year.
Therefore, in practically every other video on TikTok's For You Page, there's a call to action to purchase the latest lip gloss, blow-dry brush, or compact walking pad. But before you fork over your credit card information, you should be aware that there are some serious concerns. Read ahead for the biggest red flags when using TikTok Shop.
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1. Items could be too good to be true.
She'll make them authorized users on her credit card.iStockAs anyone who's ever purchased a flimsy product from a digital ad will tell you, whenever you buy something online, there's a risk you won't get what you expected.
According to Julie Ramhold, a consumer analyst with the shopping comparison site DealNews.com, there's anecdotal evidence that this is true of TikTok Shop, too.
"Some sellers can use bait-and-switch tactics—show you one thing in a video and then, when you order, send over an incredibly cheap version of whatever you ordered that isn't the same quality as what was pictured," she says.
Of course, this could happen on sites like Amazon and Etsy, too, so Ramhold offers the same advice that she does for those platforms: "Read reviews and use common sense—does it seem too good to be true? If so, then it probably is."
Earlier this week, Glossy published an article about how 79 percent of daily sales on TikTok Shop are going to health and beauty products. Allie Tedone, senior vice president at Diffusion PR, whose clients include wellness brands, explained to the outlet how savvy buyers are verifying such purchases:
"They aren’t just clicking through... they’re also checking to make sure that there are credible online reviews and that there is some science behind it. They’re checking the website. They want to hear the voices of the medical professionals behind it."
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2. Some orders never arrive.
1 | Your rebate could take a while.ShutterstockAnother major issue is that some packages from TikTok Shop simply never show up.
"Customers have reported instances where items from their orders were not received, leading to frustration and the inconvenience of seeking refunds," says Jeanel Alvarado, retail expert at RETAILBOSS.
Just this past week, a TikTok Shop user shared their experience on Reddit:
"i bought this item almost 2 months ago, and haven't gotten a shipping update since february 25th. tiktok shop now says i can request a refund if the item doesn't show up, but at this point i don't think it's worth waiting and just want my money back. the shop itself is completely gone, making me think it's a scam as well."
A couple months ago, another Redditor had a similar experience:
"I ordered something, and It says that it's shipped, and delayed, but it's been three days since the delayed arrive date. It says that it was shipped to a holding center in Georgia before it would be delivered to me, but the seller is gone now, so I can't contact them."
The good news is that many shoppers have had positive experiences getting refunded from TikTok in these instances. It's also advisable to shop with a credit card so that the charge can be disputed if anything goes wrong.
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3. There may be some bad actors.
4 Red Flags About Shopping on TikTok Shop, According to Retail ExpertsShutterstockNot every seller on TikTok is exactly who they say they are.
"There's always a risk of encountering fraudulent sellers or counterfeit products," says Alvarado. "Exercise due diligence before making a purchase by verifying the seller's presence beyond TikTok, such as checking for an official website or confirming their business registration and licensing."
However, even if a seller checks out, it doesn't mean you'll get what you pay for.
"For example, there has been a surge in TikTok sellers advertising luxury handbags from brands like Louis Vuitton, Chanel, and Hermès, which could potentially be counterfeit if not sold through a legitimate consignment store," says Alvarado—so you might want to save those types of purchases for merchants you trust completely.
One way to do this is to shop via TikTok Shop Mall, which the company describes as "a virtual shopping mall that features a curated selection of brands, reputable retailers and authorized resellers."
To be accepted into TikTok Shop Mall, sellers must have a high store rating, low violation points, and never have been flagged for fraudulent or counterfeit behavior, among other qualifiers.
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4. The future of TikTok Shop is uncertain.
1. Items could be too good to be true.ShutterstockAnalysts seem to feel that Donald Trump will once again extend TikTok's deadline come April 5, but there's always a chance that the app will go dark like it briefly did in January.
Though it's unclear if the move is related to a possible disruption in U.S. service, TikTok announced this week that it would be launching TikTok Shop in France, Germany, and Italy on March 31, according to TechCrunch. (It launched in the U.K. in 2021.)
"My own expectation for Europe is to launch with more speed than we did in the UK, because in the UK four years ago this model was very new, we had to do a lot of education, we had to try out a lot of things to get the right fit," Jan Wilk, head of operations at TikTok Shop UK, said in an interview with Reuters.
As for how this relates to TikTok users and shoppers, it's unclear how much notice those in the U.S. would get before a potential ban—and how this would affect pending TikTok Shop orders. It's also unclear what a potential sale of the app would look like.
"Several buyers have expressed interest in acquiring TikTok's U.S. operations, including bids from YouTube star MrBeast and a joint proposal from former Los Angeles Dodgers owner Frank McCourt and 'Shark Tank' investor Kevin O'Leary," reports the Austin American-Statesman.
