At TikTok Shop, the product sheet is more than just an information sheet: it’s a real performance driver. Well-written, well-illustrated and well-constructed, it can boost your sales. Poorly thought-out, it can scare your customers away, or even be invisible in search results on TikTok Shop.
Beyond optimizing product listings, it’s essential to understand how TikTok Shop measures seller performance. The Shop Performance Score (SPS), a key indicator of success on the platform, evaluates the quality of your listings, your logistics and customer satisfaction. A low score limits your visibility, while a high score boosts your sales and recommendations in the algorithm. To find out more about the definition, calculation and levers for improvement, read our complete guide to the TikTok Shop Performance Score.
Once product sheets have been created, TikTok Shop provides sellers with a dedicated tool integrated into the Seller Center: the Product Optimizer. This article explains step-by-step how to create and improve your product sheets, whether you’re just starting out or want to improve your store’s performance.
How does TikTok Shop work?
What is TikTok Shop?
TikTok Shop is TikTok’s native e-commerce solution, enabling you to buy a product without leaving the application. Product sheets are visible :
- via videos, live shows and designer showcases,
- in the “Shop” tab of the profile,
- on the store integrated into the feed.
To maximize your results, your product sheets must be part of an overall e-commerce strategy. TikTok Shop is based on several marketing pillars: promotion by designers, sales animation with promotions, the use of advertising campaigns and loyalty building through affiliation. Each of these levers plays a complementary role in generating growth. Discover the 4 key levers for selling on TikTok Shop and how to activate them to boost your performance.
How are products recommended?
The TikTok Shop algorithm combines several signals:
- quality and completeness of the form,
- popularity and click/purchase rates,
- consistency of keywords with user searches.
An incomplete or poorly optimized listing drastically limits your chances of being visible.
The basics of a high-performance TikTok Shop product sheet
Key components of the product sheet
The following points should be borne in mind when creating product sheets:
- Clear, descriptive title
- Quality images
- Product video (highly recommended)
- Structured description
- Relevant tags
- Detailed product attributes
- Stock and price information
What TikTok Shop recommends
- Do not copy and paste information from other marketplaces
- Adapting presentation to mobile format
- Telling a visual story in seconds
Using the TikTok Shop Product Optimizer
Tool presentation
The Optimizer is available in the Vendor Center (Products > Product Optimizer). It analyzes each file and suggests recommendations to follow (text, image, etc.).
Using the TikTok Shop Product Optimizer has many advantages for sellers. It helps improve your products’ search engine rankings by helping you formulate more descriptive titles and integrate quality images, thereby enhancing the user experience and increasing organic traffic.
By enriching descriptions, it also helps increase the visibility of your offers on TikTok, making them more likely to be recommended in the exploration feed. The tool also helps you correct at-risk listings by identifying missing or non-compliant information, thus avoiding infringements that could block your products from going on sale. Finally, by encouraging you to provide detailed information on sensitive elements such as size, the Product Optimizer helps to reduce dissatisfaction and customer complaints, thus protecting your store’s reputation.
One-click correction
The tool tells you what’s missing and what’s holding back conversion. Follow the tips to optimize your product sheets: add a video, rephrase a title, choose a more precise category…
Remember to click on the “Submit” button on your files after each update.
Writing a title optimized for discovery
The title is essential to appear in search results and recommendations in the Shop tab. The product name should be between 40 and 80 characters long, with the first letter of each word capitalized.
TikTok’s recommended structure for product names:
[Brand] + [Product name] + [Main feature] + [Usage]Example: “Brand Retinol Face Serum – Anti-wrinkle Night 30ml”
Choosing the right keywords:
- Capture terms used by your customers (via TikTok Search)
- Integrate 1 or 2 priority keywords
- Avoid titles that are too long or packed with keywords
Example:
Bad: “NEW! SUPER YOUTH CREAM #1”
Good: “Organic Anti-Aging Cream – Day & Night Moisturizer – Sensitive Skin”
Creating attention-grabbing visuals
Each product must contain between 5 and 9 images. The first image should use a visual of the product on a white background. The other images communicate your product’s selling points and specifications, inform customers and arouse their interest, while reinforcing the brand’s image.
Good quality images make it easy for customers to evaluate the product. Images should be sharp, informative and attractive.
For technical constraints on images, choose a ratio between 3:4 and 4:3, and a resolution between 100 × 100 pixels and 1,200 × 1,200 pixels. The higher the resolution, the sharper the image.
Write a clear, concise and convincing description
Recommended structure for descriptions
The aim is to provide a detailed description of the product, which must be more than 500 characters long. For example, product specifications, materials, box contents, etc. Ideally, user benefits should be emphasized rather than technical features.
A structured and informative product description can help customers in their purchasing decisions, so TikTok recommends providing between 3 and 5 selling points, each of which can be described in a 250-character paragraph. If possible, images should be integrated into the description to illustrate the arguments.
To make reading easier, make good use of segmentation, bold type, numbering, etc. Finally, a size table should be included if the product offers different sizes, for example for fashion products.
Avoid:
- Long paragraphs
- Copy and paste your Amazon files
- Over-the-top emojis
Categorization, tags and attributes: the great forgotten ones
Choosing the right category
To improve the product recommendation, be specific (e.g. “Steam straighteners” is more appropriate than “Styling appliances”).
Add relevant tags
Think user search and use 3 to 5 representative keywords
Fill in all attributes
The more complete a file is, the better it performs, so remember to fill in the attributes: color, size, material, volume, compatibility…
Continuous optimization to stay competitive
Track your performance from the Seller Center :
Observe the evolution of your performance after each update of your files, through the following KPIs:
- Display rate
- Click-through rate
- Add to cart rate
- Conversion rates
One of the most effective levers for optimization is listening to your customers: integrate their feedback and answers to their frequently asked questions into your descriptions, and highlight the strengths of your offer that come up in their reviews.
Optimizing your product files is not an option on TikTok Shop, it’s a strategic lever for generating more visibility, more clicks and more sales. Affiliation is an essential pillar of performance on TikTok Shop. It enables brands to collaborate with designers to generate performance-based sales, while benefiting from increased visibility with new audiences. This model guarantees a measurable and flexible return on investment. To find out more, discover why affiliation is at the heart of performance on TikTok Shop and how our TikTok Shop Partner agency can help you set up effective campaigns with the right creators.
Our TikTok Shop experts will help you take care of each listing, pilot the Product Optimizer and analyze your performance.
