Overview of TikTok Product Feeds
TikTok Shop is TikTok's native e-commerce platform, allowing merchants to list and sell products directly to TikTok's user base. A product feed is the structured data file that syncs your inventory, pricing, and product details with TikTok Shop. Without an accurate, complete feed, your products will not appear in search results, may fail content review, or display incorrectly to shoppers.
Merchants use TikTok product feeds to:
- Sync inventory across multiple sales channels in real time.
- Ensure product information is consistent with TikTok's content policies and listing standards.
- Enable product discovery through TikTok's recommendation algorithm.
- Manage pricing, promotions, and stock availability at scale.
- Reduce manual entry errors and save operational time.
TikTok accepts product feeds in CSV, JSON, or XML format. Each field you include directly affects listing approval, visibility, and conversion rates.
Core Product Identification Fields
These fields uniquely identify your products and are essential for avoiding duplicates and enabling TikTok's matching system.
sku_id
Your internal stock keeping unit identifier. This field is required and must be unique within your feed. TikTok uses sku_id to track inventory updates and prevent duplicate listings. If you submit the same sku_id twice, TikTok will overwrite the first entry.
Format: alphanumeric string, no spaces or special characters.
Example: SKU-12345-BLK-M
Why it matters: Incorrect or duplicate sku_id values cause inventory sync failures, which means price updates and stock status changes will not reach TikTok Shop.
gtin
Global Trade Item Number (also called UPC, EAN, or barcode). This is a standardised product identifier recognised across retail systems. Providing gtin helps TikTok match your products to existing product data and reduces the risk of your listing being flagged as duplicate or suspicious.
Format: 8, 12, 13, or 14 digit numeric string.
Example: 5901234123457
Why it matters: Products with valid gtin values are more likely to appear in search results and are less likely to be suspended for content policy violations. TikTok uses gtin to verify product authenticity and prevent counterfeit listings.
mpn
Manufacturer Part Number. This is the product code assigned by the brand or manufacturer. Provide mpn if your product has one. It helps TikTok identify the exact variant you are selling.
Format: alphanumeric string, typically 5 to 20 characters.
Example: NIKON-Z6-II
Why it matters: mpn reduces ambiguity when TikTok matches your listing to product databases. If you omit mpn for a branded product, TikTok may match your listing to the wrong product record, resulting in incorrect categorisation or visibility issues.
item_group_id
Use this field to group product variants (different colours, sizes, or materials) under a single parent product. All variants must share the same item_group_id. TikTok will display these variants as selectable options on a single product page rather than as separate listings.
Format: alphanumeric string.
Example: All variants of a t-shirt (red small, red medium, blue small, blue medium) would all have item_group_id = TSHIRT-BASIC-001.
Why it matters: Proper item_group_id structure improves the user experience by reducing page clutter and increasing the likelihood that shoppers find the exact variant they want. Without item_group_id, TikTok may create duplicate listings for each variant, fragmenting your inventory and visibility.
Product Description and Visibility Fields
These fields control how your product appears to shoppers and influence search ranking and content approval.
title
The product name displayed on TikTok Shop. This field is required.
Format: plain text, maximum 150 characters (TikTok may truncate longer titles in mobile search results).
Best practices:
- Include the product type, brand, and key variant (colour, size) if space allows.
- Avoid keyword stuffing, all caps, or excessive punctuation.
- Do not repeat the same word multiple times.
- Example:
Nike Air Max 90 Trainers - White and Black, Sizes 6-14
Why it matters: The title is the first thing shoppers see in search results. A clear, descriptive title improves click-through rate and reduces returns caused by mismatched expectations.
description
Detailed product information, features, materials, care instructions, and usage notes. This field is required.
Format: plain text, up to 5,000 characters. Line breaks and basic formatting are preserved.
Best practices:
- Start with a one-sentence summary of the product.
- List key features and benefits in bullet points or short paragraphs.
- Include material composition, dimensions, weight, and care instructions.
- Mention what is included in the package (e.g., cable, manual, warranty card).
- Avoid HTML tags or markdown; use plain text only.
- Do not make claims you cannot substantiate (e.g., "cures acne", "prevents disease").
Example:
Wireless Bluetooth headphones with 30-hour battery life. Features active noise cancellation, touch controls, and a foldable design for portability.
Material: aluminium and soft-touch plastic.
Battery: 3000mAh lithium-ion, rechargeable via USB-C.
Connectivity: Bluetooth 5.0.
Weight: 250g.
Included: charging cable, 3.5mm audio jack adapter, carrying case, user manual.
Why it matters: A thorough description reduces customer questions and returns. TikTok's content moderation system scans descriptions for prohibited claims; vague or misleading descriptions increase the risk of listing rejection.
google_product_category
The product category assigned by Google's taxonomy. TikTok uses this to categorise your product in its shop. Provide the numeric category ID, not the category name.
Format: numeric ID from Google's product taxonomy (e.g., 201 for apparel, 4671 for electronics).
Example: 4671 for a laptop.
Why it matters: Incorrect categorisation means your product will appear in the wrong section of TikTok Shop, reducing visibility to relevant shoppers. Products in the wrong category are also more likely to be flagged during content review.
product_type
Your own product category or type, separate from google_product_category. Use this to reflect how you organise your inventory.
Format: plain text, up to 100 characters.
Example: Men's Casual T-Shirts, Wireless Headphones, Organic Skincare.
Why it matters: product_type helps you filter and manage your feed in your own systems and can be used in TikTok's merchant dashboard for reporting and analytics.
Pricing and Availability Fields
These fields control whether your product is buyable and at what price.
price
The standard selling price of the product. This field is required.
Format: decimal number, currency code, and amount separated by a space. Use the currency code for your TikTok Shop region (e.g., GBP 19.99, USD 29.99, EUR 24.99).
Example: GBP 49.99
Why it matters: price is displayed prominently on the product page and in search results. An incorrect price will either deter shoppers or cause transaction failures. TikTok verifies that price matches your stated price in other fields (e.g., sale_price must be lower than price).
sale_price
A reduced price for a limited-time promotion. This field is optional.
Format: decimal number with currency code, same format as price.
Example: GBP 39.99
Why it matters: sale_price must be lower than price, otherwise TikTok will reject the feed or ignore the sale_price field. Always pair sale_price with sale_price_effective_date to specify the promotion period.
sale_price_effective_date
The date range during which the sale_price applies. This field is required if you provide sale_price.
Format: YYYY-MM-DD/YYYY-MM-DD (start date, forward slash, end date).
Example: 2024-12-01/2024-12-31
Why it matters: TikTok automatically removes the sale_price when the end date passes, reverting to the standard price. If you omit this field or use an invalid format, TikTok may reject the feed or display the sale_price indefinitely, causing accounting and inventory issues.
availability
The stock status of the product. This field is required.
Format: one of the following values (case-sensitive):
in stock: product is available for immediate purchase.out of stock: product is temporarily unavailable but may be restocked.preorder: product is available for pre-order and will ship on a specified date.discontinued: product is no longer available and will not be restocked.
Example: in stock
Why it matters: TikTok displays availability status prominently. If a product is marked as in stock but you cannot fulfil the order, you will receive complaints and chargebacks. Out-of-stock products are hidden from search results and recommendations, so keeping availability up to date is critical for sales.
Product Attributes and Variants
These fields describe specific characteristics of the product and enable shoppers to filter and select variants.
condition
The physical state of the product when it reaches the customer.
Format: one of the following values (case-sensitive):
new: unused, original packaging.refurbished: previously used, restored to like-new condition by the manufacturer or authorised seller.used: previously owned, may show signs of wear.
Example: new
Why it matters: Misrepresenting condition is a common reason for product suspensions and seller account bans. If you list a used item as new, TikTok will likely suspend the listing after receiving customer complaints.
color
The colour of the product. Use this field for each variant of the same product in different colours.
Format: plain text, up to 100 characters. Use standard colour names (e.g., Black, White, Navy Blue, Rose Gold).
Example: Black
Why it matters: color enables shoppers to filter products by colour in search results. If you omit color or use non-standard values (e.g., BLK, #000000), TikTok may not recognise the colour and shoppers will not be able to filter by it.
size
The size of the product (clothing, shoes, or other sized items).
Format: plain text, up to 100 characters. Use standard size notations for your product category (e.g., S, M, L, XL for clothing; 6, 7, 8 for shoes; 200ml, 500ml for beverages).
Example: M or Size M
Why it matters: size is a critical variant attribute. If you omit it or use inconsistent values, TikTok may merge different sizes under one listing or fail to recognise them as separate variants.
age_group
The intended age group for the product.
Format: one of the following values (case-sensitive):
newborn: 0 to 3 months.infant: 3 to 12 months.toddler: 1 to 5 years.kids: 5 to 13 years.teen: 13 to 18 years.adult: 18 years and older.all ages: suitable for all age groups.
Example: kids
Why it matters: age_group helps TikTok filter products in categories like toys, clothing, and furniture. Incorrect age_group values may result in your product being filtered out of relevant searches or flagged for policy violations (e.g., marketing adult content as suitable for children).
gender
The gender for which the product is designed or marketed.
Format: one of the following values (case-sensitive):
male: designed for men.female: designed for women.unisex: suitable for any gender.
Example: unisex
Why it matters: gender is used in search filters and product recommendations. Misrepresenting gender (e.g., marketing women's clothing as unisex) may result in poor visibility or content policy violations.
material
The primary material or materials used to make the product.
Format: plain text, up to 200 characters. List multiple materials separated by commas if applicable.
Example: 100% cotton or Stainless steel and glass
Why it matters: material helps shoppers find products that match their preferences or requirements (e.g., "vegan leather", "hypoallergenic"). Accurate material information also reduces returns caused by unexpected material composition.
pattern
The visual pattern or print on the product (if applicable).
Format: plain text, up to 100 characters.
Example: Striped, Floral, Solid, Checkered
Why it matters: pattern is a variant attribute for apparel and home goods. If you omit it, TikTok may not recognise different pattern variants as separate products, causing inventory fragmentation.
Media and Visual Fields
These fields control how your product looks on TikTok Shop.
image_link
The URL of the primary product image. This field is required.
Format: full URL starting with http:// or https://.
Example: https://example.com/images/product-001-main.jpg
Best practices:
- Use high-resolution images (at least 1200 x 1200 pixels).
- Ensure the image clearly shows the product against a plain background or in use.
- The image must be in JPEG, PNG, or WebP format.
- Avoid watermarks, logos, or text overlays (except brand logos).
- Do not include multiple products in a single image.
- Ensure the URL is publicly accessible and does not require authentication.
Why it matters: image_link is the first visual element shoppers see. Poor image quality or irrelevant images significantly reduce click-through rate and increase bounce rate. TikTok's content moderation system also scans images for policy violations (e.g., nudity, violence, misleading claims).
additional_image_link
URLs of additional product images (up to 10 images total, including image_link). Use semicolons to separate multiple URLs.
Format: full URLs separated by semicolons.
Example: https://example.com/images/product-001-side.jpg;https://example.com/images/product-001-back.jpg;https://example.com/images/product-001-detail.jpg
Best practices:
- Show the product from multiple angles.
- Include close-up shots of details, textures, or patterns.
- Show the product in use or worn by a model (if applicable).
- Maintain consistent lighting and background across all images.
- Use the same image resolution and format as image_link.
Why it matters: additional_image_link images increase time spent on the product page, reduce returns caused by unmet expectations, and improve conversion rate. Products with multiple images are also ranked higher in TikTok's recommendation algorithm.
video_link
The URL of a product video (optional but recommended). This field accepts one video URL.
Format: full URL to a video file (MP4, WebM, or MOV) or a link to a hosted video platform.
Example: https://example.com/videos/product-001-demo.mp4
Best practices:
- Keep videos between 15 and 60 seconds.
- Show the product in action or being used.
- Include captions or on-screen text to highlight key features.
- Ensure audio is clear and relevant (music, voiceover, or product sounds).
- Avoid logos, watermarks, or third-party branding unless they are your own.
Why it matters: Videos significantly increase engagement and conversion rate on TikTok. Products with video links are more likely to be featured in TikTok's recommendation feed and in search results.
Shipping and Tax Fields
These fields affect checkout experience and order fulfillment.
shipping
Shipping cost and delivery time. This field is optional but recommended for transparency.
Format: structured data with cost and time. Exact format depends on your feed type (CSV, JSON, or XML). In CSV, use a simplified format like GBP 5.99 (3-5 business days).
Example: GBP 5.99 (3-5 business days) or Free (5-7 business days)
Why it matters: Transparent shipping information reduces cart abandonment. If you omit shipping costs, TikTok may display "Shipping cost calculated at checkout", which can deter shoppers.
shipping_weight
The weight of the product (used for shipping cost calculation). This field is optional.
Format: decimal number followed by a unit (e.g., kg, g, lb, oz).
Example: 2.5 kg or 5 lb
Why it matters: shipping_weight is used by TikTok and shipping providers to calculate accurate shipping costs. Incorrect weight may result in shipping cost errors or delivery failures.
tax
Value Added Tax (VAT) or sales tax applicable to the product. This field is optional.
Format: decimal number with currency code.
Example: GBP 2.50 (for a product with a price of GBP 19.99 and 20% VAT)
Why it matters: Providing tax information ensures checkout totals are accurate and complies with tax regulations in your region. If you omit tax, TikTok may calculate it automatically based on the product category and region, which may not match your actual tax liability.
Brand and Merchant Fields
These fields identify the brand and seller.
brand
The brand name of the product. This field is recommended.
Format: plain text, up to 100 characters.
Example: Nike, Apple, Coca-Cola
Why it matters: brand is displayed on the product page and used in search filters. Accurate brand information helps shoppers find products from their preferred brands and improves visibility in branded searches.
merchant_brand
Your seller or merchant brand name (distinct from the product brand). This field is optional.
Format: plain text, up to 100 characters.
Example: My Online Store, Premium Electronics Retailer
Why it matters: merchant_brand helps shoppers identify your business on the product page and builds brand recognition across your product listings.
Custom Labels and Reporting
Custom labels allow you to categorise and manage products within your own systems. TikTok does not display these fields to shoppers but you can use them for internal reporting, filtering, and campaign management.
custom_label_0, custom_label_1, custom_label_2, custom_label_3, custom_label_4
Five optional custom label fields for your own use.
Format: plain text, up to 100 characters each.
Examples:
- custom_label_0:
High-margin,Low-margin,Clearance - custom_label_1:
Seasonal,Year-round,Limited edition - custom_label_2:
Supplier-A,Supplier-B,In-house - custom_label_3:
Advertised,Not advertised - custom_label_4:
New arrival,Best seller,Slow mover
Why it matters: custom labels enable you to segment your product feed for targeted campaigns, bulk price adjustments, or performance analysis. For example, you might apply a higher discount to products marked with custom_label_0 = Slow mover to increase sales velocity.
Best Practices for TikTok Product Feed Optimisation
Data Quality and Consistency
Ensure all required fields are populated and consistent across your feed. Missing or contradictory data (e.g., sale_price higher than price) will cause feed validation errors and listing rejection.
Validate your feed before submission:
- Check that sku_id values are unique.
- Verify that gtin, if provided, matches the actual product barcode.
- Confirm that price and sale_price are in the correct currency and format.
- Ensure sale_price_effective_date uses the correct date range format.
- Test that image_link and video_link URLs are accessible and return valid media files.
- Confirm that item_group_id is consistent across all variants of the same product.
Image and Video Optimisation
High-quality media is essential for conversion. Invest in professional product photography and video:
- Use a consistent background and lighting across all product images.
- Show the product from multiple angles and in different contexts (on a shelf, in use, worn by a model).
- Include close-up shots of textures, patterns, and details.
- Create short, engaging videos that demonstrate product features or benefits.
- Optimise image file size to ensure fast loading on mobile devices (TikTok's primary platform).
Description Writing
Write descriptions for shoppers, not for search engines. Focus on clarity, accuracy, and usefulness:
- Start with a brief, compelling summary.
- Use short paragraphs or bullet points for readability.
- Include all relevant product specifications (dimensions, weight, materials, colours available).
- Mention what is included in the package.
- Provide care or usage instructions if applicable.
- Avoid jargon, abbreviations, or technical terms unless your audience is specialised.
- Do not make unsubstantiated health, safety, or performance claims.
Variant Management
If you sell products in multiple colours, sizes, or materials, use item_group_id to group variants and include colour, size, and material fields for each variant:
- All variants of the same product must have the same item_group_id.
- Each variant must have a unique sku_id.
- Include colour, size, or material fields to distinguish variants.
- Use a consistent naming convention for sku_id values (e.g.,
PRODUCT-001-BLACK-S,PRODUCT-001-BLACK-M,PRODUCT-001-BLUE-S).
Pricing Strategy
Keep pricing competitive and transparent:
- Use sale_price sparingly and only for genuine promotions.
- Ensure sale_price is noticeably lower than price (at least 10% to 15% discount).
- Set realistic sale_price_effective_date ranges (typically 1 to 4 weeks).
- Do not artificially inflate the standard price to make sales look deeper.
- Consider regional price differences if you sell in multiple TikTok Shop regions.
Feed Submission and Monitoring
After submitting your feed to TikTok:
- Monitor the TikTok Shop merchant dashboard for feed validation errors or warnings.
- Check that all products appear in search results and recommendations within 24 to 48 hours.
- Regularly audit product pages to ensure information is displayed correctly.
- Update your feed whenever inventory, pricing, or product details change.
- Remove or mark as discontinued products that are no longer available.
- Track which custom labels correspond to high-performing products and adjust your strategy accordingly.
Summary
A well-structured TikTok product feed is the foundation of a successful TikTok Shop. By providing accurate, complete, and well-formatted data for each field, you ensure that your products are discoverable, trustworthy, and appealing to shoppers. Focus on data quality, high-quality media, clear descriptions, and transparent pricing. Monitor your feed regularly and update it as your inventory changes. TikTok's recommendation algorithm rewards products with complete, accurate data, so investing time in feed optimisation will directly improve your sales performance.