Effective as of 22 July 2026

Please note that the policies and examples provided here are not exhaustive. TikTok Shop's policies may change periodically. For the latest updates, please visit TikTok Shop Policy Center

Key Points:

• Three new metrics will be used to evaluate your Shop Performance Score: On-Time Delivery Rate, After-Sales Handling Time, and Instant Messaging (IM) Dissatisfaction Rate .
• Shop Performance Score is calculated across six metrics representing what is most important to your shop's product quality, fulfillment and logistics, and customer service.
• Address metrics with the "Top Opportunity" priority tag for the greatest improvement to your Shop Performance Score.
• Category benchmarks show how sellers in the same category are performing.

What is the Shop Performance Score?

Shop Performance Score (log in required) is a dynamic scoring system from zero to five (0-5) that is focused on helping you grow your business. You will automatically receive a Shop Performance Score when you have delivered at least 30 orders (excluding fake orders and sample orders) in the past 60 calendar days.

Key Updates to Shop Performance Score

To help you succeed, we’re improving how Shop Performance Score works.
New and improved metrics that enable your shop to showcase the best customer experiences:

• Customer service: IM Dissatisfaction Rate and After-Sales Handling Time will replace 24-Hour Response Rate and Customer Complaint Rate.
• Fulfillment and logistics: On-Time Delivery Rate will replace Late Dispatch Rate.
• Shorter review period to reflect your recent performance:
  • Product satisfaction: See the results of your improvements sooner. Your product satisfaction will be evaluated based on the past 60 days, instead of the past 90 days.
• More specific categories for shop performance benchmarks:
  • Metrics tailored to your category: The weight (or importance) of each metric is customized for your category. This means metrics with a high impact on customer satisfaction and repeat purchases are worth more points.
    • For example: In categories where after-sales experience is especially important (such as Household Appliances), Customer Service will carry a higher weight in the Shop Performance Score calculation.

This means your score will have specific metrics which are important for your products and therefore worth more points.

• More precise comparison with similar sellers: Your performance will be compared to sellers who share a similar product subcategory as you.
  • For example: Fragrance sellers are compared with fragrance sellers, not beauty and personal care sellers.

This means your score will be a more accurate representation of how you are performing compared to other similar sellers.
Expect to see updated dashboards and calculations for each metric, which will offer actionable insights. We've also added shortcuts, within Seller Center, to the latest tools you can use to improve your shop experience.

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How Shop Performance Score is Calculated

Your metrics within Shop Performance Score are determined by three factors:

1. Product Satisfaction
2. Fulfillment and Logistics
3. Customer Service
   

Understanding your Shop Performance Score will help create an excellent customer experience. All of these things can also lead to enhanced sales performance. As a guide, top sellers generally perform at or above 4 points.

Category Calculation

Shop Performance Score uses your shop's bestselling category over the last 60 days. You are given a score showing how well you perform compared with sellers in that category.

Weights and Scores

Each factor is given different weights depending on your shop's primary category's characteristics and what is most important to the customer experience.
In the above example, providing excellent fulfillment and logistics is the most critical, hence it is given the most emphasis at 52%. For other categories, the emphasis might be on product satisfaction or customer service.
Each factor is also given an estimated score from zero to five (0-5) rounded off to the nearest single decimal point. This estimated score shows how well you perform in the evaluated metrics. Your benefits are based on your overall Shop Performance Score and will not be impacted by rounding.
Note: "No data" may be displayed if you don't have sufficient information for the current Shop Performance Score assessment period. The weights will be redistributed to the remaining scored factors making up your Shop Performance Score.

Metrics

1. Product Satisfaction score shows how well you perform in:

• Negative Review Rate: The percentage of delivered orders in the last 60 days that received an initial 1- or 2-star product review. Edits and updates to any existing negative reviews will not be counted. Only the initial reviews will be counted towards the Negative Review Rate. More details in our guide on Customer Reviews and Why They Matter.
• Seller Fault Return and Refund Rate: The percentage of delivered orders in the last 60 days that led to a refund or return request from the customer because of a problem caused by the seller or logistics partner, like a damaged package. This is based on all orders that were delivered and not canceled in the same period.

2. Fulfillment & Logistics score shows how well you perform in:

• Seller Fault Cancellation Rate: The percentage of orders placed in the past 30 days that were canceled due to the seller's fault—such as running out of stock, late shipping, or pricing errors. This is calculated by dividing the number of seller-fault cancellations by the total number of orders that were not canceled in that same period. Note: Issues related to Fulfilled by TikTok (FBT) logistics services are excluded. More details in our guide on Best Practices for Order Fulfillment.
• On-Time Delivery Rate: The percentage of orders delivered by their designated "deliver-by date" from the total orders expected to be delivered within the last 30 days (Note: This differs from the 7-day evaluation window used for standalone OTDR enforcement (e.g., Order Volume Limits and late delivery fees). Fulfillment by TikTok (FBT) and Shipped via Platform orders are exempt from OTDR calculations. More details in our Guide to On-time Delivery Rate.

3. Customer Service shows how well you perform in:

• IM Dissatisfaction Rate: The percentage of chat conversations handled by seller's customer service agents in the past 60 days where customers gave a low satisfaction rating (1 to 2 stars) in a post-chat survey. More details in our Guide to IM Dissatisfaction Rate.
• After-Sales Handling Time: The average time sellers take to handle refund, return, cancellation, or replacement requests. It only counts requests the seller looked at or set rules for, not ones the system approved by default. More details in our Guide to After-Sales Handling Time.

Protections for Small Order-Volume Sellers

TikTok Shop has several protections in place to help create fair evaluation for small order-volume sellers. This includes, but is not limited to, new shops and those selling higher-priced items. The protections cover Negative Review Rate (NRR), Seller Fault Return and Refund Rate (SFRR), On-Time Delivery Rate (OTDR), and Seller Fault Cancellation Rate (SFCR).
Your shop may be protected if you meet the following criteria:

• Less than 180 days old
• Filled 30 or fewer orders
• No more than 3 impacted orders

If your metric score is 3.5 or higher, it will remain unchanged. If it falls below 3.5, it will be raised to a protected minimum of 3.5.
This protection remains in place until a shops order volume increases or your actual performance exceeds the threshold naturally. Additionally, your minimum IM-DSAT score will be increased from 0 to 2.

Orders That Will Not Impact Your Score

• Orders flagged by risk control systems, such as fake orders, review manipulation, or malicious reviews
• Free Refundable Sample sent to creators
• Orders successfully appealed for valid reasons
• Negative reviews and after-sales requests caused by FBT logistics issues
• Edits and updates to any existing negative reviews

Diagnosis Guidance

Use the dashboards and data shown on your Shop Performance Score page to understand your priorities for common issues, metric scores, and category benchmarks. Review your performance regularly for each metric to optimize your operations for the best customer experience.

Category Benchmarks

Category benchmarks are the upper and lower limits of each metric on a scale of zero to five (0-5). The benchmarks for each metric are determined by your shop's primary category and overall seller performance data—not using one-size-fits-all standards.

• 1 point or less: Poor performance
• 4 points or more: Excellent performance

Your results of the six metrics will be converted to a normalized score between 0-5, i.e. how well you do in each metric is compared with the performance of other sellers in your category.
In the above example, let's say your 60-Day Negative Review Rate is 22.2% in the past 60 days.

• Poor performance (1 point or less): Negative Review Rate below 40%
• Excellent performance (4 points or more): Negative Review Rate below 1.2%

Aim for the 4-point target! There is a big opportunity for improvement to reduce your Negative Review Rate to become a shop customers prefer.

Priority Tags

Look out for "Top Opportunity" priority tags. These tags appear next to metrics that can make the greatest improvement to your Shop Performance Score when addressed right away.

• Top Opportunity: This tag highlights the metric that can make the most improvement to your Shop Performance Score when you address it.

Read on for the specific actions you can take to improve your score.

Monitor Your Shop Performance Score

Your score shows how well you're providing an excellent shopping experience for your customers. The higher your score, the happier customers are, and the more likely they'll make a repeat purchase.
Look out possible fluctuations in product and service quality and stay ahead of peak season demands to ensure that you're always meeting delivery SLAs.

How to Improve Your Shop Performance Score

Step 1: Understand your metric score, category benchmarks, and trends

Stay responsive to your changes in your Shop Performance Score. Do a quick check with the category benchmarks to manage expectations and know the level you need to reach to be comparable to better performing sellers.
Review your recent performance to zoom into days when the rating was submitted.
Some questions to consider:
✅ Checklist to understand Negative Review Rate trends:

• Are there more frequent negative reviews after you changed to a different product manufacturer?
• Are negative reviews directed towards the listed hero product or a bundled product in the listing?
• Are negative reviews made because of mismatched customer expectations with regard to the product or customer service?

✅ Checklist to understand IM Dissatisfaction Rate trends:

• Are the dips in satisfaction happening on days when there isn't time to attend to customer messages?
• Are your replies conveyed in a supportive tone?
• When was the last time you updated your automated question bank if you've introduced new products or changed your fulfillment process?

✅ Checklist to understand After-Sales Handling Time trends:

• Are your handling times increasing for certain types of after-sales requests? e.g. Refunds, returns, cancellations, etc.
• Are you getting more after-sales requests because of a product issue?
• Have you updated your automated approvals if you're taking longer to review after-sales requests?

✅ Checklist to understand On-Time Delivery Rate trends:

• Is the logistics partner providing you with reliable service?
• Are you dispatching orders promptly after they're placed?
• Is your shop growing faster than what you can handle? Consider enrolling in Fulfilled by TikTok (FBT).

Step 2: Address metrics with priority tags

In this example, Top Opportunity is tagged to On-Time Delivery Rate. Improving this metric can lead to the most improvement in your Shop Performance Score.

Step 3: Take action for different issues

We have recommended tools to help you improve each metric at the top of each page. These shortcuts help you manage your operations more easily and save you time so that you can focus on growing your business.
How to address product satisfaction issuesExample: Negative Review Rate
Lowest-rated products: This displays products that have received the most orders with negative reviews along with the main reasons for negative feedback.
Action plan:

• An immediate and low effort action to take is to use the TikTok Shop Product Optimizer (log in required) to check listing quality and make adjustments to your listing details.
• You may also consider removing the product from your shop to address product issues and/or change the supplier/manufacturer of the product.
• Launch new and improved products that address these top customer pain points.
  

Diagnosis Table: Reviews recorded here are displayed according to what was most recent. Use this to identify creeping issues in the past 60 days. You may choose to bulk export the data for easier viewing.
For more tips to improve Negative Review Rate, refer to our guide on Customer Reviews and Why They Matter.
How to address customer service issues Example: IM Dissatisfaction Rate
Did you know? For every hour you leave a customer question unattended, the number of 1 to 2-star ratings is estimated to increase by 5%.
Diagnosis Table: This displays all customer messages in the past 60 days that have received a 1 to 2-star rating.
Action plan:

• Identify chats or customer service agents that are associated with a poor rating.
• Click in to check the conversation records: Consider if the issue lies in service attitude, resolution quality, FAQ thoroughness, or response time
• Address customer complaints thoroughly and promptly to avoid having them escalate into negative reviews after the order is made. Be empathetic, professional, and give accurate information when interacting with customers.

For more tips to improve IM Dissatisfaction Rate, refer to our Guide to IM Dissatisfaction Rate.
Example: After-Sales Handling Time
Diagnosis Table: This displays all orders with an after-sales request in the past 60 days. All after-sales requests will need to be approved by you, up to two times.

1. Review to approve requests: measured by the Request Approval Time. This is the initial time taken for the assessment of the after-sales request — such as a return, customer cancellation, or refund — to decide whether to approve it. If a return is approved, you will be asked to do an item inspection.
2. Review to inspect items: measured by the Item Inspection Time. This is the time taken to inspect the returned item and decide whether to approve the final refund. It begins when the product has been returned and delivered back to you.

You may find the total time taken for each review in an after-sales request in the column "Total After-Sales Handling Time". Aim to keep your handling time within 48 hours to encourage repeat purchases from customers.
Action plan:

• Bulk download the diagnosis table and extend it into an after-sales handling time-cost table to identify requests that you are:
  • Taking a lot of time: Speed up your handling time with auto-approval tools in Seller Center for these requests.
  • Losing money on: Look at whether these products are also the lowest-rated ones found in the Negative Review Rate tab. Consider adding better product descriptions if you're getting a lot of "wrong item" reasons. Improve your packaging to prevent damaged items.
  • Taking time and money: Approve these manually but set up clear review processes to speed up the review process. Consider being more specific in your after-sales rules, such as returns and refunds can only be made to unopened items.
• Set a cut-off expenditure target and time for after-sales requests each month. You can pause and review the automated approvals and your processes as you adapt to the after-sales handling time trend.

Find out more about how you can track the statuses of after-sales requests in our Guide to After-Sales Handling Time.
How to address fulfillment and logistics issuesExample: On-Time Delivery Rate
Diagnosis Table: This displays parameters that will determine your On-Time Delivery Rate: Deliver-by SLA, Actual Deliver-by Date.
Action plan:

• If you're experiencing a surge in orders, consider enrolling eligible products in Fulfilled by TikTok (FBT) to offload delivery responsibility. FBT orders are exempt from OTDR calculations.
• Set up a weekly schedule to manage the order fulfillment process. For example, set aside a day to review order IDs that were delivered on time, investigate orders that are pulling down your OTDR, and make adjustments for products with frequent fulfillment issues.
• Track whether late deliveries cluster around specific days of the week or LSPs. Patterns can reveal whether the root cause is on your end (dispatch timing) or the carrier's (weekend/holiday delays).

For more details on On-Time Delivery Rate, refer to our Guide to On-Time Delivery Rate.

Benefits of Shop Performance Score

• Receive recommendations to improve your shop's performance.
• View your shop performance ranking with other sellers in the same category.
• Gain access to multiple programs and tools on TikTok Shop Seller Center that can increase shop visibility and sales, including:
  • Affiliate Marketing
  • Campaigns
  • Auctions
  • Cofunded Non-Seller Fault Returns
  • Star Shop

Auctions

Turn your shop into a live marketplace with auctions, where customers can bid in real time for your products. Auctions are a fun, interactive way to drive excitement, especially for collectibles and limited-edition items.
All live bidding happens through TikTok’s Countdown Bidding Feature, which automatically tracks bids as the timer counts down and finalizes the sale to the highest bidder when time runs out.
In the UK, to ensure a fair and transparent experience:

• Only auctions using the Countdown Bidding Feature are permitted.
• Any misuse of the feature or attempts to conduct auctions outside the tool may result in removal of access.
• Auction feature is now open to a limited set of eligible categories. Access is granted based on category compliance and platform guidelines.

To use temporary listings in Auction, sellers must meet the following requirements:

• Have Auction access
• Maintain an SPS score of ≥ 3.0
• Operate within eligible categories

Please note that access is currently limited to selected sellers. If you have any questions, please reach out to your account manager for more information.

Affiliate Marketing

The Affiliate Program lets you collaborate with creators to promote your products and drive sales. As part of the collaboration, sellers can increase product sales while creators earn commissions for each sale they generate. With Affiliate Marketing, you can:

• Create an affiliate plan: Design a program to attract and collaborate with creators who align with your target audience.
• Leverage creator trust: Partner with relevant creators to tap into their established audience and build trust in your brand.

Check out the Affiliate Marketing Policy for more information.

Campaigns

Campaigns are more than just ads; they're your gateway to a vibrant community. Imagine showcasing your products through engaging content that sparks conversation, fosters brand recognition, and drives revenue growth. TikTok Shop Campaigns gives you access to:

• Interactive content activations
• Enhanced visibility across TikTok
• Exceptional media and marketing support

Click here for more information about Campaigns.

Cofunded Non-Seller Fault Returns

Liability for return shipping fees depends on whether the return was caused by a seller-fault or non-seller-fault reason. For non-seller-fault returns (e.g. Change of Mind), the platform may rebate part of the return shipping cost based on the seller’s operating region, SPS, and return rate.
Sellers with a high SPS score and low return rate may receive a higher rebate from TikTok Shop toward return shipping fees. The exact amount can be viewed in Seller Center. Learn more about Return and Refund Costs.

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Frequently Asked Questions (FAQs)

Where can I check my Shop Performance Score?

Check your current score:

• On desktop: You can check their Shop Performance Score at any time by going to Seller Center > Account Health > Shop Performance Score, or Seller Center > Shop Performance Score widget
• On app: TikTok Shop Seller Center app > Home > Shop Performance Score

Check your new score in preview:

• On desktop and app: Click Preview in the invitation banner at the top of the Shop Performance Score page. To return to your current Shop Performance Score page, click Close the preview in the banner at the top of the preview page.

Why can't I view my Shop Performance Score?

Will customers be able to see my Shop Performance Score (SPS)?

Yes, your Shop Performance Score will be shown on your shop profile to customers. They will see three of your best performing indicators of product satisfaction, fulfillment and logistics, and customer service. In addition, they will see the Gold and Silver Star seller badges displayed for top performing sellers.
During the preview, how will the new score affect my eligibility for benefits?

Why don't I see a score for my metrics in my Shop Performance Score (SPS)?

You may not have sufficient data for us to evaluate you fairly. If you do not have sufficient after-sales requests or have not received any reviews in post-chat surveys, "no data" will be displayed.

Why did my Shop Performance Score change when my metric percentage performance did not?

Your percentage performance is ranked in your category. Look at your metric score compared to the 1- and 4-point benchmarks on Seller Center > Shop Performance Score > Metric Diagnosis Tool page instead of your percentage performance.

• If similar sellers in your category improve their metric performance while you remain stagnant, you would have actually fallen in the ranks.
• If your best selling category changes, your category benchmarks will be automatically updated.

Why is my score for a certain dimension (e.g. Product Satisfaction) not a perfect 5.0, even though my performance metrics like Negative Review Rate (NRR) and Seller Fault Return and Refund Rate (SFFR) are 0%?

• Your shop does not have enough order volume for reliable data at the moment, hence you may be given a score that is slightly below the maximum.
• As your shop fulfills more orders and continues to maintain strong performance, your score will gradually increase. This ensures that high scores consistently reflect excellent performance over a high volume of transactions, helping build trust with customers at scale.

How can I improve my Shop Performance Score (SPS)?

Your Shop Performance Score will improve when you improve customers' product satisfaction, your fulfillment and logistics processes, and customer service quality. These 3 factors are given a score to help you easily identify what you need to work on the most.

• On desktop and app: Go to the Shop Performance Score page and scroll down to the metric details section. Select the metric you want to analyze.

Jump to each of these best practices to get started:

• Improve product satisfaction by having accurate listings, proactively conducting quality control, and adapting to negative reviews.
• Improve fulfillment and logistics by shipping orders faster, partnering with reliable carriers, and avoiding cancellations.
• Improve customer service by responding promptly to customer-initiated chats or requests for returns and refunds, maintaining quality communication, and setting up self-service options.

What is the target that sellers should aim for each metric?

Sellers can find the benchmark for a 4-point score on the metric diagnosis page. These thresholds vary by category.

Are all orders included in my Shop Performance Score (SPS) calculation?

No, the following orders, reviews, and requests will not be counted towards your Shop Performance Score:

• Orders flagged by risk control systems, such as fake orders, review manipulation, or malicious reviews
• Free samples sent to creators
• Orders successfully appealed for valid reasons
• Negative reviews and after-sales requests caused by FBT logistics issues
• Edits and updates to any existing negative reviews