TikTok Shop Launches 'One Merchant Sells Globally' Program, Enabling Merchants to Manage Multiple Global Stores via a Single Dashboard

Ebrun Original: On December 26, TikTok Shop launched the "One Merchant Sells Globally" program for cross-border self-operated (POP) merchants. Through a cross-regional dashboard, merchants can access five core functions: global multi-store binding, rapid cross-market store setup, unified global data analytics, cross-border sales and review integration, and centralized customer messaging.

This year, TikTok Shop has expanded to more global markets, making multi-store and multi-market operations a common strategy for merchants. The "One Merchant Sells Globally" program aims to help merchants transition from single-store management to global expansion, enabling one-stop management of multiple stores worldwide.

Specifically, "Global Multi-Store Binding" allows stores under the same corporate entity but with different business models to be linked under one account for unified management. Once bound, users can switch between stores with one click and create and manage sub-accounts for multiple merchants. Currently, this feature only supports binding stores registered under the same legal entity (business license). Future upgrades will enable cross-entity store binding.

"Rapid Cross-Market Store Setup" means that one account can bind stores in different regions, eliminating the need to register new accounts when entering new markets. Some regions also support exemption from document submission and review. Note that eligibility for using one account to open new markets depends on store performance and compliance with platform rules; if requirements are not met, a new account registration may still be necessary.

"Unified Global Data Analytics" aggregates operational data from all global stores, providing a consolidated view of key performance metrics (such as GMV, orders, and buyer count), store performance across markets, advertising data, consumer profiles, competitor analysis, and campaign analytics.

"Cross-Border Sales and Review Integration" synchronizes product reviews, ratings, and sales data across global markets, displaying this information to consumers in all regions. This helps mitigate the "cold start" challenge of zero sales and reviews when expanding into new markets. The feature is already available in the U.S., U.K., four EU countries (France, Germany, Italy, Spain), and Japan.

"Centralized Customer Messaging" enables customer service teams handling multiple stores under the same corporate entity to switch between stores within a single messaging interface without logging into different backends, streamlining message management for all stores. The tool also includes enhanced language translation: while the previous version only supported English input by agents, it now allows input in Chinese and other languages, with real-time translation to facilitate smoother communication with global buyers.

Additionally, TikTok Shop stated that the "One Merchant Sells Globally" program will roll out more features by February 2026, including multi-entity store binding under one account, cross-entity video and product publishing to multiple sites, and one-click enrollment in global holiday promotions and marketing campaigns. These updates will provide end-to-end support for multi-store merchants operating across regions and entities, from store management to holistic growth.

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