GMV Max not delivering? Check BC/Shop/TikTok account linking before blaming the algorithm

Before blaming the algorithm for poor delivery, check your account linking structure — this is the most commonly overlooked reason when GMV Max does not perform as expected.

Core Principles

TikTok Shop, the GMV Max ad account, and the TikTok account must belong to the same Business Center (BC) to run GMV Max. A TikTok Shop can only be linked to one BC (referred to as the shop’s BC), which can be shared with partner BCs (agencies). Only ad accounts linked to the BC can run ads for the shop within it. Unlinking a shop from the BC can stop all running ads.

Common point of confusion: Only the ad account set as the “GMV Max account” in Seller Center can run GMV Max — the main ad account (assigned to display data in the Shop Ads tab) is not automatically the GMV Max account.

Linking Checklist to Verify

1. Link TikTok account to BC — via BC (“TikTok Accounts” tab → “Add TikTok Account” → scan QR code) or via Seller Center (Shop Ads → Account Management → Connect account).
2. Assign ad account permissions — BC Admin goes to the “Advertiser Accounts” tab, selects the GMV Max account, and clicks “Assign permissions to new members”.
3. Assign shop ad promotion permissions — BC Admin goes to the “Shops” tab, selects the shop, and assigns permissions.
4. Assign TikTok account advertising permissions — BC Admin goes to the “Members” tab, selects the user, and assigns “Ad delivery assets” permissions.
5. Seller Center access permissions — only required if creating GMV Max in Seller Center (not needed if creating in TikTok Ads Manager); Shop Admin goes to Account Settings → User Management.

Frequently Asked Questions

What else do agency partner users need to create GMV Max?
They need to request GMV Max authorization from the Partner BC — the agency can designate the ad account as the GMV Max account right during this authorization request process.

Once the TikTok account is linked, can its videos be used automatically?
Yes — videos from the TikTok account linked to the correct BC can be automatically used by GMV Max without any additional steps.

Sources

Official GMV Max guide documentation (updated to July 2026).