TikTok is piloting a US managed-services program that hands it control over most of a seller’s Shop operations for a fee, according to Business Insider. Program would run a seller’s marketing, ads, and creative through GMV Max, optimize listings, hire creators, and produce content, including hundreds of AI-generated videos, leaving sellers only to list products and send free samples. Enrollment costs a $10,000 flat fee plus a 10% to 20% commission per sale by category, open to US and foreign sellers, with the pilot starting in August. Move pits TikTok against its own Shop agency partners that offer similar services, extending a pattern of tighter control after it made GMV Max mandatory last September. TikTok Shop is tracking toward more than $23B in US sales this year, still small next to Amazon’s projected $500B, per EMARKETER.
