Google推广与TikTok Shop美国跨境自运营模式：降低招商门槛，亚马逊卖家迎来新机遇

Google推广与TikTok Shop美国跨境自运营模式：降低招商门槛，亚马逊卖家迎来新机遇

Google Promotion and TikTok Shop US Cross-Border Self-Operation Model: Lower Entry Barriers, New Opportunities for Amazon Sellers

跨境电商行业迎来重大利好！TikTok Shop近期宣布对美国跨境自运营模式的入驻标准进行全面更新，大幅降低准入门槛，为更多跨境卖家打开美国市场大门。结合Google推广策略，卖家可以更高效地拓展海外业务。

According to official data, in the first quarter of 2024, the number of active cross-border merchants on TikTok Shop in the US achieved a 40%+环比增长 (quarter-over-quarter growth). To continue expanding market share, the platform launched the "Billion Yuan Club" special support policy in early June to help cross-border sellers突破GMV瓶颈 (break through GMV bottlenecks).

招商对象 (Targeted Merchants):

此次招商主要面向两类主体：中国内地注册企业和中国香港注册企业，且必须具备美国本地仓储物流能力。

This recruitment mainly targets two types of entities: Enterprises registered in Mainland China and Enterprises registered in Hong Kong, China, and they must have local US warehousing and logistics capabilities.

入驻条件放宽 (Relaxed Entry Conditions):

商家只需满足以下任一条件即可申请：拥有美国亚马逊、eBay或Walmart运营经验，或具备独立站运营背景。值得注意的是，平台已取消此前200万美元年GMV的硬性要求。

Merchants only need to meet one of the following conditions to apply: have experience operating on US Amazon, eBay, or Walmart, or have a background in独立站运营 (independent website operation). Notably, the platform has取消 (removed) the previous硬性要求 (hard requirement) of $2 million annual GMV.

五类重点招商对象 (Five Key Targeted Merchant Types):

• 亚马逊SC卖家：店铺评分≥4分，运营≥3个月，账号健康分≥250
• Amazon SC Sellers: Store rating ≥4 points, operation ≥3 months, account health score ≥250
• 亚马逊VC卖家：近6个月有供货记录
• Amazon VC Sellers: Supply records in the past 6 months
• eBay/Walmart卖家：年GMV＞50万美元，运营≥3个月，好评达标
• eBay/Walmart Sellers: Annual GMV >$500,000, operation ≥3 months, positive reviews meet standards
• Walmart供货商：近6个月有供货记录
• Walmart Suppliers: Supply records in the past 6 months
• 独立站卖家：美国DTC经验，Trustpilot评分＞3.8，社媒粉丝≥1万
• Independent Website Sellers: US DTC experience, Trustpilot rating >3.8, social media followers ≥10,000

This policy update is expected to attract a more diverse range of cross-border sellers, including those from Amazon, eBay, Walmart, and independent websites, creating a richer seller ecosystem on TikTok Shop's US marketplace. By integrating Google推广 (Google promotion), sellers can enhance their visibility and drive traffic effectively.

行业专家认为，此举将显著降低中国卖家拓展美国市场的准入门槛，同时加剧社交电商领域的竞争。Google推广费用因竞价策略和行业而异，通常按点击付费，建议卖家根据预算定制方案以最大化ROI。

Industry experts believe this move will significantly lower the entry barrier for Chinese sellers looking to expand in the US market, while also intensifying competition in the social commerce sector. Google推广费用 (Google promotion costs) vary based on bidding strategies and industries, typically following a pay-per-click model; sellers are advised to customize plans according to their budgets to maximize ROI.