TikTok Shop Launches 'TOP Program' in the US, Targeting Top Overseas Brands and Sellers with Tens of Millions in Annual Sales

Ebrun Exclusive, January 28th: TikTok Shop's cross-border e-commerce division has officially announced the launch of the 'TOP Program' for the US market, specifically for the POP (Platform Open Plan) model where merchants operate independently.

The platform stated it will invest hundreds of millions in resources into this program, aiming to provide 'full lifecycle' incentives and support for high-quality merchants. It will also release a series of exclusive resources and core benefits for super top sellers to help them achieve rapid business launch and steady growth in the US market.

According to the official introduction, the program focuses on supporting leading overseas brands, well-known distributors, and super top sellers with annual sales reaching tens of millions of US dollars.

Under the specific policy, after completing super top seller certification, merchants will not only receive full-cycle exclusive incentives but also enjoy direct commission reductions. Simultaneously, the platform will grant these merchants an official store badge across the platform, providing additional brand exposure and traffic support in content recommendations, search results, and mall displays.

The fee reductions and benefit incentives for super top sellers are particularly significant. For newly onboarded super top sellers, within the first 60 days after joining, the platform will provide a 3% commission reduction and gift 1,000 free short video content pieces to lower the initial content creation costs for brands.

Furthermore, to assist with high-quality product supply, TikTok Shop will provide subsidies for incubating hit products and offer additional exposure support across scenarios like content, mall, and advertising for eligible products.

To further optimize the operating environment, TikTok Shop has also opened dedicated green channels for logistics and governance for merchants participating in the 'TOP Program'. This channel covers full-link support for store operation guarantees and logistics fulfillment, aiming to enhance merchants' risk resilience in the cross-border logistics process.

Regarding content creation and traffic conversion, the platform has launched a creator content hosting feature for 'super top sellers' and strengthened the mechanism for matching merchants with creators, offering customized benefits for short video and graphic content. Additionally, certified merchants will have priority access to six major brand marketing activities and exclusive channels for platform-wide sales promotions.

Besides the targeted support for top sellers, TikTok Shop has also upgraded the incentive system for a broader range of high-quality merchants and products.

It is reported that in terms of operational support, TikTok Shop will focus on four key areas: product mall support, content operation, platform marketing incentives, and governance and logistics guarantees; for new merchant growth, in addition to full-cycle support, the platform also provides merchant benefits like 'Growth Bootcamps', striving to build a comprehensive seller growth system.

According to the policy details, the applicable period for this 'TOP Program' policy is from January 27, 2026, to March 31, 2026.

'In 2026, we will further invest in specialized incentives and resource support, using more focused and substantial resources to help capable and strong 'super top' merchants fully unleash their growth potential and achieve greater success on TikTok Shop,' said Mu Qing, Vice President of Cross-border E-commerce at TikTok Shop.

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