Optimizing the public Shop Page to retain first-time visitors to buy again
Shop Page Structure
Customers access the shop page from 3 sources: the official TikTok account profile (Shop tab), TikTok Shopping Center, or tagged product/video links. The top of the page displays the logo, shop name, star rating (rounded according to standard rules), number of items sold (displayed as “1k+ sold” at high milestones instead of the exact number), chat entry, and upcoming LIVE schedule if any.
4 main tabs: Products (4 sorting filters), Homepage (default, displayed in order of priority: shipping discount banner → voucher → flash sale → BMSM), Categories (only shown when eligible), Campaigns (running promotions, if any).
How to Create Custom Categories — 5 Steps
- Shop Management > Category Management.
- Create a new category, name it.
- Select products to add.
- Arrange the display order (categories and products within them).
- Save and publish.
Note: if there are fewer than 2 custom categories, the system automatically switches to displaying default system categories instead of the categories you named yourself—reducing the ability to personalize the shopping experience in the exact way you want to organize products.
Shop Logo — a small detail but affects credibility
Upload at My Account > Seller Profile > Seller Information, file size under 1MB. The logo enters a pending review state before being displayed publicly. You can use your TikTok account profile picture as the shop logo if you don’t have a separate logo, but shops with their own brand logos usually create better goodwill and credibility.
Risks to Keep in Mind
Vouchers created but not displaying on the shop homepage is a common issue—the cause is usually not a technical error, but because the display priority order (shipping banner → voucher → flash sale → BMSM) has been taken over by another type of promotion with higher priority. Check parallel running programs before concluding that the voucher is faulty.
Sources
TikTok Shop Seller Academy — Introduction to Shop Page; Category Management; Shop Logo
About AVO AGENCY
AVO is an official TikTok Business partner: we run TikTok ads, fix shop problems and provide resources for sellers. You pay only after the job is done.
See contact detailsSame topic: Data & Shop Health
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