Since the introduction of TikTok Shop, you've probably noticed that your For You page contains a lot more ads and sponsored product posts. Whether it's a cozy sweatshirt for $8, your favorite serum that's 60% off or that viral cross-legged chair, you might be ready to give into temptation. Your finger hovers over that red "Buy Now" button, but you pause: Is it even safe to use TikTok Shop?
Shoppers are drawn in by the crazy discounts on TikTok finds — like a Skims dupes for $12 or lip gloss for $4. Not to mention that TikTok is constantly offering coupons and additional price cuts, especially for first-time shoppers. A lot of users fear these cheap prices are too good to be true — wondering, what's the catch?
Though a TikTok spokesperson told us that "TikTok is committed to providing a safe and secure shopping environment that enables people to discover an expansive selection of products from their favorite brands and creators," there have been a number of reports suggesting consumer hesitation.
It's only natural to wonder about the legitimacy of any new platform, especially one that's no stranger to controversy, so we set out to set the record straight.
We polled dozens of shoppers to glean information about real-life transactions — were they overwhelmingly positive or did people report issues? Plus, we asked internet safety experts and our own Good Housekeeping Institute consumer shopping experts for their take.
First, what is TikTok Shop?
Essentially, TikTok Shop is an online marketplace that allows users to purchase viral products without ever leaving the app. Think of it like Etsy, where third party sellers, creators and brands can open a "shop" via the TikTok Shop to sell anything from home decor and cleaning products to cosmetics and clothing.
And TikTok Shop is full of brands, ranging from big to small. The marketplace is littered with well-known names like Benefit Cosmetics and Revolve, but any qualifying individual can open their own storefront on TikTok.
According to TikTok's terms of service, potential sellers must meet a minimum age requirement of 18, have a certain number of followers and hold a U.S. passport, driver's license or proof of legal U.S. residency. They're also subject to a probation period in which there are limits on the number of products they can list and the number of daily orders they can accept. This probation period only ends after a seller successfully completes a certain number of orders and receives positive reviews.
Now for the real question: Is it safe to buy from TikTok Shop?
For the most part, TikTok Shop is a safe place to shop — but as with most online marketplaces, it's very important to be cautious of potential scams, look out for potentially fake reviews and read the fine print of any item before purchase.
Media Matters for America alerted us to issues like deepfake doctors and black market vapes. And, in our own online investigation, we found a number of products for sale that violated TikTok's gaming and gamification policies. (TikTok did remove these products after we alerted them.) On the upside, these products do seem to be far and few in-between. "TikTok does seem to be taking a reasonable approach to protect users and customers, putting some onus on sellers," says Stephen Balkam, CEO of the Family Online Safety Institute.
Overall, Good Housekeeping staffers who have shopped TikTok shared nothing but pleasant experiences. "I was skeptical of the TikTok Shop at first, largely because I didn't really understand how it worked," says Home & Apparel Reviews Analyst Amanda Constantine. "But, it's essentially just another marketplace. It reminds me of Amazon, so there are brands that I trust and others that I don't."
Senior Fitness & Nutrition Editor Alyssa Jung ordered an NFL sweatshirt from a small seller and it "looks just like the photo, and arrived right on time." She even received tracking information and updates during delivery.
And if your experience is less than stellar? TikTok claims if a purchased item is not received or is not as described, the seller or TikTok will refund the buyer. A buyer can request a return within 30 days from when their order is delivered, and even after the standard period, customers are still entitled to request a return or refund under the TikTok Shop Buyer Protection Program within 90 calendar days of order delivery.
Tips for safe shopping on TikTok Shop
Whenever you online shop, it's important to practice caution to ensure you're happy with your purchase and that your transaction, including your payment details and identity, remain secure.
