TikTok电商全托管模式上线：沙特和英国市场开放 供应链建设成关键
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）和商家发挥供应链优势，实现货品出海。目前该模式已向沙特和英国市场开放招商，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 its fully hosted model, encouraging OBM (Original Brand Manufacturer) and merchants to leverage supply chain advantages for global product distribution. The model is now open for merchant recruitment in Saudi Arabia and the UK markets, covering categories such as apparel, home goods, outdoor products, beauty, and home appliances.
全托管模式下，平台提供全方位经营保障，商家只需专注供货。具体而言，商家不再直接运营店铺和发货，而是将商品统一备货至平台仓库。经过审核后，商品将在TikTok Shop平台销售，平台负责商品管理、物流及售后服务。
Under the fully hosted model, the platform provides comprehensive operational support while merchants focus solely on supplying goods. Specifically, merchants no longer directly operate stores or handle shipping; instead, goods are uniformly stocked in platform warehouses. After review, products are sold on TikTok Shop, with the platform managing product listings, logistics, and after-sales services.
这一调整被视为TikTok电商的重要战略转变。据知情人士透露，早在2022年下半年，TikTok Shop就在沙特试点全托管项目，目前沙特市场单日流水已超过40万美元，3C和服装是重点类目。
This adjustment is seen as a significant strategic shift for TikTok's e-commerce business. According to insiders, TikTok Shop began piloting the fully hosted model in Saudi Arabia as early as the second half of 2022. Currently, daily transaction volume in the Saudi market exceeds $400,000, with 3C products and apparel being key categories.
为何转向全托管模式？
Why the Shift to Fully Hosted Model?
业内人士分析，TikTok电商此次转型主要出于内部风险管控和外部竞争压力。通过高补贴低佣金策略，TikTok曾吸引大量第三方卖家，但也带来了商品投诉等治理难题。全托管模式下，平台能更精准把控商品和物流风险，同时简化商家经营链路。
Industry analysts suggest TikTok's e-commerce transformation stems from internal risk management needs and external competitive pressures. While TikTok previously attracted numerous third-party sellers through high subsidies and low commissions, this also led to governance challenges like product complaints. The fully hosted model allows the platform to better control product and logistics risks while simplifying merchant operations.
值得注意的是，TikTok此次调整并非"一刀切"。东南亚市场的跨境商家仍可通过原有平台模式经营，珠宝水晶类、海外仓备货商家及品牌出海商家也被推荐优先使用平台模式。
Notably, TikTok's adjustment isn't an "all-or-nothing" approach. Cross-border merchants in Southeast Asia can continue operating under the original platform model, while jewelry/crystal sellers, overseas warehouse operators, and brand exporters are recommended to prioritize the platform model.
随着速卖通、Lazada等平台近期也推出全托管服务，国内出海巨头在供应链端的竞争将更加激烈。对TikTok而言，如何建设强大的供应链体系，将成为其全托管模式成功的关键。
With AliExpress and Lazada recently launching similar hosted services, competition among Chinese cross-border giants in supply chain capabilities will intensify. For TikTok, building a robust supply chain system will be crucial to the success of its fully hosted model.
