As it continues to develop its in-stream shopping tools, TikTok has launched an expanded badge system to highlight reputable sellers, based on various qualifiers in the app.
As you can see in these examples, TikTok has begun displaying revised badges on seller profiles, which also include its “Official Shop” and “Authorized Seller” tags, to highlight some of the top brands and providers in the app.
So what does each badge mean, exactly?
- Official Shop is awarded to certified sellers of certain products
- Authorized seller is awarded to approved sellers of certain products
- Gold Star Seller badges are awarded to shops that meet customer service benchmarks, based on Shop Performance Score (SPS) and product feedback rate
- The Silver Star badge is the same, and is awarded to stores that meet a lower level of service in these areas
- Finally, TikTok’s “Top Brand” badge recognizes a brand’s popularity and service qualifiers
In terms of specifics, in order to qualify for a Gold or Silver Star badge, businesses need to maintain an SPS of 90% or higher, while also achieving a positive product feedback rate of 80% or more. You also need to have at least one active product listing.
As explained by TikTok:
“The new badges will appear across content, so you might notice them popping up on LIVEs, product detail pages, short videos, and in search. This seamless integration into every part of the platform will help us elevate the shopper experience, and ensure that, wherever you discover new favorite products, you’ll feel confident in the sellers and items you find on TikTok Shop.”
TikTok says that the updated badge system is designed to increase transparency, and elevate the customer experience on the platform, by providing more context on what buyers can expect when dealing with different businesses.
They’ll also incentivize sellers to prioritize better service, and if TikTok shopping does end up becoming a more significant commerce consideration, these could end up playing an important role in driving in-app sales performance.
And there are signs that more people are looking to buy products in the app.
TikTok saw a 3x increase in in-app sales on Black Friday last year, with livestreams, in particular, driving significant interest. It’s seen significant in-app shopping growth in the U.S., while U.K. consumers are also increasingly turning to the app, along with various Asian markets.
So while buying products from TikTok may not be ubiquitous just yet, and may not have caught on like it has in the Chinese version of the platform, there are signs that people are increasingly looking to make purchases from TikTok’s shop options.
These new badges, then, could end up being valuable markers to help drive sales performance.
