The 5-step TikTok Shop pre-launch checklist

The pre-launch checklist: 5 key things to get right before opening your TikTok Shop.

If you don’t follow these 5 criteria, you won’t be able to sell profitably on TikTok Shop at scale.

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1) Select ONE product to sell

One product only—don’t spread yourself thin.

A common mistake is launching with multiple products instead of focusing on one strong performer. If you already have a best-seller, start with that. Brands that succeed on TikTok Shop often begin with a single hero product.

Example: Canvas Beauty (by Stormi Steele) started with one product, just like GuruNanda’s Coconut and Peppermint Pulling Oil, the No. 1 seller on TikTok Shop in the U.S.

For emerging brands, you likely have only one product ready. Stick with it and optimize for success.

By honing in on one hero product, you create a clearer, more compelling offer and set your brand up for success.

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2) Your product should belong to a high-demand category

Not all categories perform well on TikTok Shop. Make sure your product fits into one of the top-selling categories.

Research and validate data.

For example, in the past 30 days, the top 10 top-selling subcategories in Beauty & Personal Care are:
1. Makeup & perfume
2. Skincare
3. Personal care appliances
4. Bath & body care
5. Hair care & styling
6. Nasal & oral care
7. Hand, foot & nail care
8. Men’s care
9. Feminine care
10. Special personal care
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3) Your product should have viral potential—or a competitor proved it can go viral

A product that thrives on TikTok Shop needs the potential to go viral. If a competitor has already done it, that’s a great sign. Research how they gained traction.

Check these metrics: Growth in shoppable video count and Number of affiliates promoting the product.

Tools to use: Fastmoss.com, Kalodata.com, Shoplus.net, Tabcut.com, Pipiads.com, and other analytics platforms.

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4) Your price is competitive for your category and positioning

TikTok Shop pricing depends on your market positioning. While dropshipping items kickstarted the platform, TikTok Shop is evolving into a full-fledged marketplace where premium pricing is viable.

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Example: Lipsticks on TikTok Shop, Ulta, and Sephora fall into 4 price tiers:

Sub-$5 (mass market)

$5-$14 (mid-tier)

$14-$21 (premium)

Ultra-luxe ($21+)

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Key Consideration:

Lower price = higher volume but lower margins

Higher price = better margins but lower volume

Your brand’s task: Research where your product fits within its niche.

Note: It’s okay to go premium on TikTok Shop. There is a sizable audience for every niche, with 170 million U.S. users.
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5) Your margins cover TikTok Shop’s commission (15%+) and seeding costs

Selling on TikTok Shop requires factoring in costs:
a) Sales commission: Starts at 15%+
b) Fulfillment and shipping costs

Seeding costs: sending free samples to creators is almost mandatory for exposure

Tip: Some categories require free shipping to stay competitive. Make sure your pricing structure accounts for these expenses so you can sustain profitability.

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If you check off all five criteria, your product has a solid foundation to succeed on TikTok Shop.

If not, tweak your strategy before you launch—your margins and marketing budget will thank you!

We are also here to help. Don't hesitate to reply to contact me if you have questions!

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