TikTok英国小店入驻政策调整：跨境商家如何应对？
近期政策变化回顾
Recent Policy Changes Overview
众所周知，TikTok英国小店自注册通道近期经历了重大调整。由于平台发现问题，不仅封禁了大量店铺，还暂停了自注册审核通道。
As we all know, TikTok UK Shop's self-registration channel has undergone significant changes recently. Due to identified issues, the platform not only banned a large number of stores but also suspended the self-registration review process.
英国小店政策演变时间线
UK Shop Policy Evolution Timeline
- 2021年6月15日：仅限英国跨境店，定向邀约制，一个营业执照可开5个店
- June 15, 2021: Only UK cross-border stores available, by invitation only, one business license could open 5 stores
- 2021年12月22日：开放自注册通道，需满足跨境资质、运营中的英国账号等要求
- December 22, 2021: Self-registration opened with cross-border qualifications and active UK account requirements
- 2022年2月：门槛放宽后又收紧
- February 2022: Threshold first relaxed then tightened
- 2022年4月14日至今：审核暂停
- April 14, 2022 to present: Review suspended
政策调整原因分析
Reasons Behind Policy Changes
平台降低门槛本为吸引优质商家，但实际涌入的多是试水者或批量囤店者，这与TikTok通过广告和GMV抽点盈利的商业模式相冲突。
The platform lowered thresholds to attract quality merchants, but actually attracted mostly testers and bulk store hoarders, conflicting with TikTok's business model relying on ads and GMV commissions.
当前入驻方案
Current Entry Options
- 定向邀约：面向国内抖音电商表现优异的头部跨境商家
- Invitation Only: For top cross-border sellers with outstanding performance on Douyin
- 现店交易：购买已有店铺，需注意中介可信度
- Existing Store Transfer: Purchase existing stores, pay attention to intermediary credibility
- 白名单：通过官方授权渠道商申请
- Whitelist: Apply through officially authorized channels
白名单资质要求
Whitelist Requirements
1. 企业营业执照（个体户执照可能受限）
2. 法人身份证
3. 跨境电商运营经验（Amazon、AliExpress等平台）
1. Business license (individual licenses may be restricted)
2. Legal representative ID
3. Cross-border e-commerce experience (Amazon, AliExpress, etc.)
给商家的建议
Recommendations for Sellers
• 转变搜索电商思维，适应社交电商玩法
• 直播商家需克服时差挑战
• 关注平台全球店发展趋势
• 利用平台成长期的补贴政策
• Shift from search e-commerce mindset to social commerce
• Live stream sellers need to overcome time zone challenges
• Pay attention to global store development trends
• Utilize platform subsidies during growth phase
