TikTok Strengthens Consumer Protections as It Pushes for In-App Shopping Growth

TikTok has released its latest Shop Safety Report detailing comprehensive measures to protect consumers and build trust in its e-commerce platform, as the company continues efforts to drive in-stream shopping adoption among Western users still hesitant about social commerce.

Between January and June 2025, TikTok rejected 1.4 million seller applications, removed over 700,000 existing sellers for violations, and blocked more than 70 million product listings primarily for counterfeit or unsafe products, demonstrating its commitment to shopper safety amid its expanding commerce initiatives.

Building trust in social commerce

TikTok's push for in-app shopping faces a significant challenge: Western consumers remain skeptical about making purchases directly through social media platforms. Unlike its Chinese counterpart, where e-commerce has become the primary revenue source, TikTok must overcome deeply ingrained consumer hesitation.

"TikTok Shop's vision for a new kind of shopping culture is built on transparency and community protection," the company stated in its report. "Our updated Safety Report demonstrates our dedication to sharing our ongoing efforts to protect users while fighting fraud, counterfeits, and policy violations."

The report highlights TikTok's multi-layered approach to safety, beginning with strict seller verification. New merchants must complete what TikTok calls "a meticulous verification process," including providing proof of identity and business registration documentation. Additionally, new sellers undergo a probation period with limits on daily orders and product listings until they demonstrate compliance with marketplace rules.

These preventative measures are complemented by active enforcement. Beyond the 1.4 million declined seller applications, TikTok removed 200,000 listings of prohibited or restricted products after they had already been published, showing the platform's commitment to ongoing monitoring.

This comprehensive verification system addresses many of the fundamental e-commerce security concerns that plague online marketplaces today, particularly regarding seller authentication and product legitimacy.

The trust deficit in social media shopping

TikTok's emphasis on safety comes amid broader concerns about social media platforms' role in facilitating scams. A recent report revealed that Meta, Facebook's parent company, allegedly generates approximately $16 billion annually from scam advertisements despite its systems detecting questionable elements within these promotions.

According to data from the Global Anti-Scam Alliance, approximately 23% of adults worldwide lost money to scams in 2024, with Facebook ranked as the second most common source of such activity, behind only WhatsApp. This widespread problem helps explain why consumers approach in-stream shopping with caution.

The situation differs dramatically in China, where ByteDance's local version of TikTok has successfully monetized through e-commerce, benefiting from stricter regulatory controls and established consumer trust. TikTok's parent company remains determined to replicate this revenue model globally, making consumer safety initiatives crucial to its strategy.

As platforms develop stronger security protocols, they must also address data privacy concerns in the e-commerce environment to fully earn consumer trust and drive adoption of social commerce features.

Implications for brands and marketers

For brands and marketers looking to leverage TikTok's shopping features, these enhanced safety measures present both opportunities and considerations:

1. Increased consumer confidence could eventually translate to higher conversion rates for businesses that meet TikTok's standards.

2. The rigorous verification and monitoring processes mean brands must ensure complete compliance with platform policies.

3. Western brands may need to be patient as TikTok works to build trust necessary for widespread adoption of in-app purchasing.

Strategic approaches for businesses

Companies seeking to capitalize on TikTok's shopping features should consider developing a comprehensive strategy that addresses consumer hesitations directly. Transparent business practices, clearly communicated return policies, and authentic customer engagement can help boost e-commerce sales through improved customer experience while complementing TikTok's platform-level safety measures.

Enhanced verification benefits

TikTok's verification procedures, while potentially cumbersome for new sellers, ultimately benefit legitimate businesses by reducing competition from counterfeiters and scammers. This creates a more level playing field where quality and customer service—rather than deceptive practices—determine success.

Cultural considerations for global expansion

Businesses should recognize that social commerce adoption varies significantly across markets. Strategies that work in China may require substantial adaptation for Western consumers, who typically separate their social media browsing from their shopping activities. According to research from the Baymard Institute, establishing trust signals is particularly crucial when blending social and commercial experiences.

These developments have several practical implications:

1. For shoppers: TikTok's increased safety measures may provide greater peace of mind when considering in-app purchases, though maintaining standard online shopping precautions remains advisable.

2. For businesses: Meeting TikTok's increasingly stringent seller requirements will be essential to establishing and maintaining a presence on the platform's marketplace.

3. For marketers: Understanding the continuing hesitancy of Western consumers toward social commerce should inform realistic expectations and strategies for TikTok Shop campaigns.

As TikTok continues to evolve its shopping features, the platform's success will largely depend on whether these safety measures can effectively bridge the trust gap that has so far limited social commerce adoption outside of Asian markets.