TikTok电商全托管模式上线：沙特和英国市场开放，供应链成关键
5月16日，TikTokShop跨境电商正式宣布全托管模式上线，鼓励OBM（代工厂经营自有品牌）和商家发挥供应链和货品优势，实现货品出海。目前，该模式已向沙特和英国市场招商，涵盖服饰、家居、户外、美妆、家电等多个品类。
May 16, TikTok Shop Cross-border E-commerce officially announced the launch of the fully hosted model, encouraging OBM (Original Brand Manufacturer) and merchants to leverage their supply chain and product advantages to expand overseas. Currently, the model is open for merchant recruitment in Saudi Arabia and the UK markets, covering categories such as apparel, home goods, outdoor products, beauty, and home appliances.
所谓全托管模式，即平台提供全方位经营保障，商家专注供货。具体而言，原本由商家直接运营管理店铺和发货，将统一前置备货在平台仓库，经过商品审核后发布到TikTok Shop平台售卖，商品的管理和后续的物流售后问题由平台处理。
The so-called fully hosted model means the platform provides comprehensive operational support, while merchants focus on supplying goods. Specifically, instead of merchants directly managing stores and shipments, goods will be pre-stocked in the platform's warehouses, reviewed, and then listed for sale on TikTok Shop, with the platform handling product management, logistics, and after-sales services.
该调整被视为TikTok电商的业务变阵，而业内对此早有预期。早在5月11日，就有报道称TikTok电商对跨境业务进行了调整，代号为“S”的项目团队将启动类自营的全托管模式。
This adjustment is seen as a strategic shift for TikTok's e-commerce business, which was anticipated within the industry. As early as May 11, reports indicated that TikTok's e-commerce division was restructuring its cross-border operations, with a project team codenamed "S" launching a self-operated fully hosted model.
据接近TikTok电商人士透露，TikTok Shop的全托管项目早在2022年下半年就在沙特进行试点，目前仅沙特市场的单日流水已超过40万美金，重点类目在3C以及服装。
According to sources close to TikTok's e-commerce team, the fully hosted project was piloted in Saudi Arabia as early as the second half of 2022. Currently, the daily transaction volume in the Saudi market alone exceeds $400,000, with key categories being 3C products and apparel.
一位TikTok跨境卖家称其已经接到了官方招商经理的邀请，准备加入TikTok电商的全托管业务，试水中东市场。他透露，目前TikTok公开的全托管规则以入驻、合作流程为主，包含合作模式、结算、产品运输和交付、退货等多个方面，入驻商家无需缴纳费用。
A TikTok cross-border seller mentioned that they have received an invitation from an official merchant manager to join TikTok's fully hosted business and explore the Middle East market. They revealed that the current rules focus on onboarding and cooperation processes, covering partnership models, settlements, product shipping and delivery, returns, and more, with no fees required for merchants.
据获取的一份OBM供货合同显示，全托管模式下，供货商家可以自提退货、申请提价；商品由平台审批，结算方式为以销定结，每月1号、16号结算。至于国内入库物流费由谁支付等问题，在合同中并未直接明确。
An obtained OBM supply contract shows that under the fully hosted model, suppliers can retrieve returns and request price adjustments. Products are approved by the platform, with settlements based on sales, processed on the 1st and 16th of each month. However, details such as who covers domestic inbound logistics costs are not explicitly stated in the contract.
“不难理解TikTok为何转向，毕竟现阶段平台生态到了不得不变的地步，转型属于板上钉钉的事情。”据上述商家分析，TikTok电商此番业务转向，或许出于内部风险管控和外部竞争的压力。
"It's not hard to understand why TikTok is pivoting, as the platform's ecosystem has reached a point where change is inevitable—this shift is a foregone conclusion." According to the seller, TikTok's e-commerce transformation may stem from internal risk management pressures and external competition.
通过高补贴低佣金和独特的内容和用户生态，TikTok一度吸引大量第三方卖家，这为平台带来快速增收的同时，也留下了隐患。从商家侧看，由于物流退换单成本高等原因，尾部的商家出现亏损；从平台角度，大量入局者背后是极高的治理成本，特别是商品投诉问题，一旦商家负面爆发，对TikTok外部形象将造成影响。
With high subsidies, low commissions, and a unique content and user ecosystem, TikTok initially attracted many third-party sellers, driving rapid revenue growth but also creating risks. From the merchant side, smaller sellers face losses due to high logistics and return costs. From the platform's perspective, the influx of merchants brings high governance costs, especially regarding product complaints, which could damage TikTok's reputation if issues escalate.
相较之下，全托管模式的平台对商品、物流等风险把控更精准，且商家经营链路更简单。据TikTok Shop跨境电商介绍，全托管模式下，买卖双方通过本币（人民币或美金）结算，无汇率风险；商家仅需提报商品和供货，平台统一运营，负责全链路物流、进出口清关和履约。
In contrast, the fully hosted model allows for more precise control over product and logistics risks while simplifying operations for merchants. According to TikTok Shop Cross-border E-commerce, transactions under this model are settled in local currency (RMB or USD), eliminating exchange rate risks. Merchants only need to submit products and supply goods, while the platform handles operations, end-to-end logistics, customs clearance, and fulfillment.
值得注意的是，在此次调整中，经营东南亚的跨境商家仍可以通过平台经营模式继续经营；经营其他区域的跨境商家，如果是珠宝水晶类、通过海外仓备货或属于出海品牌赛道的商家，TikTok Shop推荐优先通过平台模式进行经营。
Notably, under this adjustment, cross-border merchants operating in Southeast Asia can continue using the platform model. For merchants in other regions, such as those selling jewelry, crystal, or utilizing overseas warehouses, or those in the brand export sector, TikTok Shop recommends sticking with the platform model.
这或许意味着，TikTok Shop在业务调整方面希望有个过渡期，而不是一刀切。上述跨境商家告诉九派财经，即便转向全托管，东南亚的招商和培优仍有人负责，但不会像之前一样1v1，更多是集体赋能。
This suggests that TikTok Shop aims for a transitional period rather than an abrupt change. The cross-border seller mentioned that even with the shift to the fully hosted model, merchant recruitment and support in Southeast Asia will continue, albeit with less one-on-one assistance and more collective empowerment.
