TikTok Shop UK has introduced an important update that every seller should understand, especially if you send product samples to creators for promotion.
In this article, we’ll break down:
- What are the new sample fulfilment rules?
- How do they differ from previous guidelines
- What actions UK sellers should take to stay compliant
Why This Update Matters
TikTok Shop wants every sample to deliver real value, not just likes or video views, but measurable outcomes like conversions and sales.
Previously, some creators received free samples and met minimum requirements without generating meaningful results. This update is designed to ensure creators actually drive performance before a sample is marked as fulfilled.
When Is a Sample Now Considered Fulfilled?
As of June 2025, a product sample will only be considered “fulfilled” if the creator:
- Posts a shoppable video that features the product and keeps it live for at least 3 days,
OR - Hosts a LIVE session that promotes the product and drives at least 1 sale during the session
What Changed?
| Requirement Type | Previous Rule | New Rule |
|---|---|---|
| LIVE Sessions | Go live and pin product for 10 minutes | At least 1 sale required during the live |
| Shoppable Videos | Not required | Must stay live for 3 days |
This ensures only meaningful creator engagement qualifies as fulfillment.
Who Is Affected by This Rule?
This update affects all UK TikTok Shop sellers who send product samples to affiliate creators or influencers. If you rely on creator-generated content for marketing your products, these rules now apply to you.
How to Check Fulfillment Status
You can monitor sample progress by visiting your TikTok Shop dashboard:
Go to: Affiliate Centre > Sample Request
There, you can view:
- Which creators received your samples
- Which requests meet fulfillment standards
- Which ones still need action
What Sellers Should Do Now
Here are four immediate steps you should take as a seller in the UK:
- Review creator performance before sending any samples. Focus on those who generate real engagement and conversions.
- Communicate the new rules to creators clearly to avoid confusion or delays.
- Track all sample requests in the Affiliate Centre to ensure they meet fulfillment criteria.
- Analyse campaign performance based on conversions, not just likes, views, or follower count.
Final Thoughts
This update from TikTok Shop UK aims to help sellers protect their sample investments and only work with creators who deliver results. By enforcing real engagement and minimum sales requirements, TikTok ensures a higher return on promotional spend.
Want more TikTok Shop UK updates like this?
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