UGC University

TikTok Shop guide

How to accept a brand's invitation and request your samples, step by step, and the TikTok Shop words you'll see along the way.

Collab invite

Your invitation from a brand, also called a target collab.

Showcase

The products people can shop from your profile.

Sample

A physical product you request to try and feature in your content.

Part 1 · Get the brand's invitation

  1. 1

    Open the right TikTok account

    Use the account the brand invited: the @handle you applied with. If you have more than one TikTok account, check which one is on your UGC University profile.

  2. 2

    Open TikTok Shop for Creator

    From your Profile, look in your creator tools or TikTok Studio for TikTok Shop for Creator. You are looking for the TikTok Shop Creator Center. If you see an application or setup screen, finish TikTok's required steps first. Menu names can differ by account and app version.

  3. 3

    Tap Collab invites

    It is in the TikTok Shop toolkit section. You can also find invitations in the TikTok Shop messages in your TikTok inbox.

    The TikTok Shop toolkit, with an arrow pointing to Collab invites
    Official TikTok example. The arrow points to Collab invites. Cropped for clarity.
  4. 4

    Find the brand's invitation

    In Collab invites, open All collab invites if you need to, then find the brand. Open the invitation to see their message and the products they picked for you.

  5. 5

    Read the invitation

    Check the product details, commission rates, dates and any instructions. A target plan may show up as a collaboration invitation, without the words "target plan".

  6. 6

    Add the products to your showcase

    Use the invitation's button. Some screens show Add beside each product, or Add all at the bottom, instead of an Accept button. Finish any confirmation steps, then check that the products are in your showcase.

    An invitation's product list with Add buttons and an Add all button
    Official TikTok example. Add picks one product; Add all picks every product listed. A sample invitation, not a real brand's offer.

Part 2 · Request your samples

  1. 1

    Open an invited product

    Go back to the brand's invitation and open the product you want to request.

  2. 2

    Find the sample option

    Look for Get sample or a free-sample option. If a free sample is offered, open the options and choose Request from seller.

    The Get sample options: Request from seller, Order refundable sample, and Get free sample with sample points
    Official TikTok example. Request from seller is the free-sample route. The other options and their rules may differ on your account.
  3. 3

    Choose your shade, size or color

    Pick the product options carefully, where there are any.

  4. 4

    Check your shipping details

    Check your name, contact details, address and apartment number. Only give personal information through TikTok's secure form in the app.

  5. 5

    Review and send

    Read the posting requirements and finish sending your request. Requests may need the brand's approval; they are not guaranteed.

  6. 6

    Check Manage Samples

    Go back to the Creator Center and open Manage Samples to see your request and follow its approval, shipping and content deadlines.

When your sample arrives

Check the deadline and posting requirements in Manage Samples. TikTok's current standard free-sample rule is shoppable content within 14 days of receiving the sample, with the right product linked. A qualifying video must stay public for at least 3 days; LIVEs have their own requirements. Always follow the requirements shown for your sample.

Troubleshooting

Need help with a brand's invitation or samples? Message the brand's team with your @handle and a screenshot: their community links are on the brand's page in Partnerships. For anything else about TikTok Shop, ask your coach. Keep your address and other personal details out of group chats and public posts.

Glossary

Getting started & shopping

TikTok Shop
TikTok's in-app shopping system for discovering, promoting and buying products.
TikTok Shop Affiliate
An eligible creator who promotes sellers' products for commission on sales.
Creator Center
The creator hub for finding products, samples, shoppable content and your results.
Affiliate Marketplace / Product Marketplace
The catalog where eligible creators find products to promote.
Showcase
The collection of products shown on a creator's profile for shopping.
Product Detail Page (PDP)
The page with a product's price, photos, reviews, options and seller information.
Product Listing
A seller's published offer for a specific product.
SKU
Stock Keeping Unit: one particular version of a product, like a shade, size or color.
Variant
A version of a product, such as its color, scent or size.
Inventory / Stock
How many of a product are available to buy.
Seller / Merchant
The business selling a product.
Shop Tab
A shopping area in TikTok where shoppers browse and buy products.
FYP / For You Page
TikTok's personalized feed of videos.
Eligibility
The requirements a creator or product must meet to use a TikTok Shop feature.
T&Cs
The terms and conditions of a program or collaboration.

Affiliate partnerships & samples

Affiliate Commission
Money a creator may earn from an eligible sale credited to them.
Commission Rate
The percentage used to work out an eligible commission.
Standard Commission
The usual affiliate commission rate offered for a product.
Shop Ads Commission
A rate that can differ, for eligible orders that came from Shop advertising.
Estimated Commission
Expected earnings before final changes, such as refunds.
Actual / Settled Commission
Commission made final under TikTok's settlement rules.
Open Collaboration
A seller's offer that lets any eligible creator promote its products.
Target Collaboration
A seller's invitation sent to chosen creators for specific products.
Collaboration Invite
A seller's offer to work with a creator on stated terms.
Flat Fee
A fixed payment for agreed content, separate from commission on sales.
Free Sample
A product sent under a sample program, often with content requirements.
Refundable Sample
A product the creator buys first and may be refunded for after meeting the stated conditions.
Sample Request
A creator's request to receive a product sample.
Sample Approval
The seller's or TikTok's acceptance of a sample request.
Sample Fulfillment
Preparing and shipping an approved sample.
Posting Deadline
The date by which the required sample or campaign content must be posted.
Deliverable
The content or work a creator agrees to provide.
Seller Campaign
A promotion involving chosen products, creators or rewards.

Content & creator vocabulary

Shoppable Video
A video with an eligible linked product viewers can buy.
Product Anchor / Product Link
The clickable product attached to a video or LIVE.
Product Card
A product display that leads viewers to the product listing.
LIVE Shopping
Selling or showing products during a TikTok livestream.
Pinned Product
A product highlighted for viewers during a LIVE.
Hook
The opening line or visual meant to grab attention.
CTA / Call to Action
A prompt asking viewers to take a next step, such as viewing a product.
UGC / User-Generated Content
Creator-style content made by users or hired creators.
TOF / Top of Funnel
Awareness content that introduces a problem, need or product type.
MOF / Middle of Funnel
Content that shows and compares options while viewers are deciding.
BOF / Bottom of Funnel
Content that answers objections and helps viewers choose.
B-roll
Extra footage, like close-ups, details and the product in use.
Voiceover
Spoken narration recorded over video footage.
GRWM
Get Ready With Me: a content format built around a routine.
Wear Test
Showing how a product holds up over time, like a day of wear or use.
Before-and-After
A comparison showing a change; it must be honest and not misleading.
Affiliate Disclosure
A clear note that the creator may earn money from purchases.
Commercial Content Disclosure
TikTok's setting or label for promotional content, where it applies.

Sales, analytics & earnings

GMV / Gross Merchandise Value
The total value of sales; TikTok's number may include orders later refunded or canceled.
Direct GMV
Sales credited directly to a creator's video, LIVE or product card under TikTok's rules.
Video GMV
GMV from shoppable videos.
LIVE GMV
GMV from shopping livestreams.
GPM
GMV per 1,000 product views: how well views turn into sales.
Impressions
How many times content was shown.
Views
How many times a video was played, under TikTok's counting rules.
Reach
How many different accounts saw the content, where shown.
Engagement
Interactions such as likes, comments, shares and saves.
Watch Time
The time viewers spend watching a video.
Average Watch Time
The average viewing time per play.
Retention
How well a video keeps viewers watching.
Completion Rate
The share of viewers who watch a video to the end, where shown.
Product Clicks
Clicks on a product linked from your content.
CTR / Click-Through Rate
The percentage of views or impressions that lead to a product click; check what the dashboard divides by.
CTOR / Click-to-Order Rate
The percentage of product clicks that turn into orders, as the dashboard defines it.
Conversion Rate (CVR)
The share of an audience or action that leads to an order; what it is measured against differs by report.
Orders
Purchases recorded by TikTok, depending on their status and attribution.
Units Sold / Items Sold
The number of single products bought.
AOV / Average Order Value
Total order value divided by the number of orders, for the same period or product.
Attribution
The rules for crediting a purchase to a creator's content or a channel.
Attribution Window
How long after someone interacts with content a purchase can still be credited.
Pending Commission
Commission not yet final or paid.
Settlement
Making eligible order and commission amounts final.
Refund / Return
An order change that may lower eligible sales and commission.
Payout
The transfer of earnings to a creator.
Data Compass / Analytics
The reports used to review content and sales results.

Advertising, offers & optimization

GMV Max
TikTok Shop's automated advertising, aimed at driving shop sales.
Shop Ads
Paid ad formats that promote TikTok Shop products.
Ad Authorization
Permission for a brand or seller to use a creator's content in ads.
Video Code
A code that may be used to let a brand advertise one specific post.
Spark Ads
An ad format that promotes regular TikTok posts, with the creator's permission.
Ad Spend
Money spent on advertising.
ROAS
Return on ad spend: credited sales divided by ad spend.
ROI
Return on investment; how it is worked out depends on which costs and returns are counted.
Boosting
Paying to show content or a product to more people.
Coupon / Voucher
A discount that applies under stated conditions.
Flash Sale
A price or offer for a limited time.
Evergreen Product
A product people want all year, not just during a short trend.
Trending Product
A product getting more attention or sales over a period.
Product-Market Fit
How well a product meets the needs of a particular audience.
A/B Test
Comparing two versions, such as two hooks or video openings.
Creative Fatigue
Results dropping because the audience keeps seeing similar ads.

Safety & compliance

Substantiated Claim
A statement about what a product does, backed by proper evidence.
Medical Claim
A claim that a product diagnoses, treats, cures or prevents a medical condition; often not allowed.
Misleading Claim
A claim or demonstration that gives a false idea of a product.
Filter Disclosure
A clear note when filters or effects noticeably change how a product looks in a demonstration.
Paid Partnership
A paid brand-creator relationship that needs proper disclosure.
Usage Rights
Permission saying how and where a brand can use a creator's content.
Exclusivity
A contract term that stops a creator working with competing brands for a stated time.
Compliance Violation
Content or behavior that breaks TikTok's rules.
Appeal
A request to review an enforcement or eligibility decision.