In the dynamic world of TikTok e-commerce, understanding the platform’s negative review policy is crucial for sellers looking to build a successful business. Negative reviews can impact your product visibility, sales, and overall store performance. This guide will walk you through TikTok’s negative review rules, provide strategies to manage and reduce negative reviews, and offer tips to enhance your operational efficiency and SEO conversion rates.

1. Understanding TikTok’s Negative Review Rate

Definition and Calculation

A negative review is defined as a rating of 1 or 2 stars. The negative review rate is calculated as follows:

Negative Review Rate = (Number of Negative Reviews in the Last 60 Days) / (Number of Delivered Orders in the Last 60 Days)

TikTok evaluates the negative review rate of your store on a weekly basis, based on the performance of the past 30 days.

2. Penalties for Negative Review Rates

Product Level Penalties

• Warning: If a product has more than 20 reviews and more than 5 negative reviews, and its negative review rate falls between 0.38% and 0.69%, you will receive a warning.
• Product Removal: If the negative review rate is between 0.69% and 1.69%, the product will be removed. Specific thresholds for different categories are:
  • Beauty: 0.84%
  • Electronics: 1.28%
  • Fashion: 1.10%
  • Food & Beverage: 1.41%
  • Home & Living: 0.71%
• Product Ban: If the negative review rate is 1.69% or higher, the product will be banned. Specific thresholds for different categories are:
  • Beauty: 1.70%
  • Electronics: 2.67%
  • Fashion: 2.01%
  • Food & Beverage: 2.64%
  • Home & Living: 1.85%

Store Level Penalties

• Warning: If your store has 100 orders, 20 orders with reviews, and 5 orders with negative reviews, and the negative review rate is between 0.5% and 1%, you will receive a warning.
• Order Limitation (7 Days): If the negative review rate is between 1% and 1.5%, your store will be limited to 90% of the previous week’s orders for 7 days.
• Order Limitation (7 Days, More Strict): If the negative review rate is between 1.5% and 1.65%, your store will be limited to 80% of the previous week’s orders for 7 days.
• Order Limitation (7 Days, Most Strict): If the negative review rate is above 1.65%, your store will be limited to 70% of the previous week’s orders for 7 days.
• Store Freezing: If the negative review rate exceeds 4%, your store will be frozen for 90 days.

3. Can Users Modify Negative Reviews?

TikTok allows users to edit their reviews. The edit button is visible on the review page. Once a review is edited, the star rating and review distribution on the product detail page will be updated accordingly. However, this will not change the platform’s penalties for negative reviews. Sellers can view review details in the store’s Products - Product Rating section.

4. Strategies to Manage Negative Reviews

Improve Product Quality

Ensure that your products meet or exceed customer expectations. High-quality products are less likely to receive negative reviews. Conduct regular quality checks and address any issues promptly.

Enhance Customer Service

Provide excellent customer service to address any issues customers may have. Respond to inquiries and complaints in a timely manner, and offer solutions to resolve problems.

Proactive Communication

If a customer leaves a negative review, reach out to them to understand the issue and offer a solution. This can help turn a negative experience into a positive one.

Monitor Negative Review Rate Regularly

Keep an eye on your store’s negative review rate and take action if it starts to rise. Regular monitoring can help you identify trends and address issues before they become more serious.

Understanding and managing TikTok’s negative review policy is essential for sellers on the platform. By focusing on product quality, customer service, and proactive communication, you can reduce the number of negative reviews and improve your store’s performance. Additionally, by implementing SEO best practices, you can enhance your product visibility and drive more sales. With the right strategies, you can build a successful business on TikTok and achieve long-term growth.

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