TikTok Shop Launches Cross-border POP Merchant Growth Service Plan: All-inclusive Pricing, Compensation for Unmet Commitments

[Ebrun Original] May 10th, TikTok Shop has officially launched the 'Merchant Growth Service Plan' for cross-border self-operated merchants. This plan primarily targets merchants with a solid supply chain foundation but operational weaknesses. It aims to help merchants scale their content assets and improve operational efficiency through a three-month program of integrated platform resources and operational intervention. The overall operational period for the project is set from May 1, 2026, to July 31, 2026.

According to official information, the plan establishes five core mechanisms.

First, the project fee adopts an all-inclusive pricing model, covering core store operational expenses. After paying a fixed fee and the agreed commission, merchants do not need to separately bear platform commissions, creator commissions, smart marketing, or related fees.

Second, the product registration and sample approval processes are automated, aiming to shorten the operational chain and enhance business efficiency.

Third, the platform commits to producing a certain number of high-quality creator short videos and AI-generated content (AIGC), leveraging scaled content production to boost store exposure and conversion.

Fourth, performance data during the project period will be visualized, allowing merchants to clearly view their operational results.

Fifth, the plan includes a partial refund guarantee mechanism to protect merchant rights.

Regarding the fee structure and settlement method, the standard fee for this phase of the project is a $6,000 fixed fee plus a 20% order commission.

The fees cover platform referral fees, smart marketing investments, affiliate creator commissions, and platform-managed ad placements. Specifically, the platform referral fee corresponds to a rate of 6%, and the smart marketing fee rate is approximately between 3.5% and 4.5%. The platform emphasizes that after paying this fee, merchants' core operational expenses are comprehensively included, with no additional payments required.

Notably, the plan includes compensation clauses.

The platform has established clear performance guarantee mechanisms. If related commitments are not met, compensation will be provided to merchants in the form of ad credits, amounting to 20% to 50% of the fixed fee.

Specifically, if the number of delivered AIGC content pieces falls short of the agreement, the platform must supplement the remaining pieces within 30 working days after service ends and refund 20% of the fixed fee as ad credits. The same standard applies if the number of delivered creator videos is insufficient.

Furthermore, the project sets a ROAS (Return on Ad Spend) commitment, requiring the ratio of GMV to total project fees during the project cycle to be no less than 2. If this is not achieved, 50% of the fixed fee will be refunded as ad credits.

In cases where multiple commitments are not met simultaneously, the refund will be executed based on the highest standard among the applicable items, with no stacking.

Regarding eligibility, the plan is not open to all merchants.

The platform will conduct a comprehensive evaluation based on multi-dimensional indicators, including algorithms, to select high-quality, high-potential merchants and open the backend registration portal to them exclusively. If the 'Merchant Growth Service Plan' registration portal does not appear in a merchant's backend, it means the merchant currently does not meet the participation threshold and cannot register to join.

The collaboration process between merchants and the platform has also been clearly defined.

After registering, merchants need to select products and submit authorized product information. Once products meet platform requirements, they can automatically participate in various marketing campaign registrations.

Simultaneously, merchants' autonomy in store operations will be somewhat restricted. After successful registration, access to some marketing tools will be frozen. Merchants will not be able to independently create most marketing campaigns or affiliate programs. Related operational actions will be intelligently handled by the platform based on the information submitted by the merchant.

After completing registration, merchants also need to manually submit product information, including the base price and the number of free samples for each product. They then only need to set the quantity for automatic sample approval. The platform will intelligently select high-ROI creators and automatically complete sample approvals.

For regular marketing activities in channels, the platform will automatically register merchants, requiring no manual operation. However, for major platform-level promotional events, merchants still need to independently complete registration confirmation. During this period, dedicated account managers will provide early notifications about the promotions and regularly remind merchants to complete the necessary operations.

Core Benefits of the Seven Key Rights:	Core Benefits of the Seven Key Rights:
Creator Content Service	Precise matching with mid-tier and above high-quality creators to produce sales-driven short videos.
Merchant Content Production	Free use of platform AIGC tools to batch-generate product images/text and short videos; merchants only need to review and publish.
Ad Placement Service	Achieve more efficient ad placements through intelligent allocation.
Marketing Support	Exclusive resource placements in the shopping channel, targeted tags for major promotions, etc.
Platform Marketing Benefits	Dedicated marketing support for major promotions to help improve conversion efficiency.
Operational Support	1v1 dedicated operational support, providing services like product optimization, strategy iteration, and data analysis.
Service Commitment	New content delivery guarantee and ROAS commitment: The GMV generated by the merchant during the service period will be at least 2 times the total cost of the subscribed Growth Service Plan. If the agreed standards are not met, a certain percentage of the fixed fee will be refunded to the merchant.

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