Shop Chat Performance Metrics: TikTok Shop Requirements and How to Improve

Three Key Metrics in Shop Chat Performance

Access: Seller Center > Customer Chat > Service Analytics > Shop Performance.

1. Conversion rate: the revenue generated by potential customers who open a chat and become actual buyers within the timeframe.
2. 12-hour response rate: (number of sessions initiated by customers and responded to by agents within 12 hours) / (total sessions initiated by customers). Sessions on weekends/holidays are still counted; sessions when the shop is in holiday mode are not counted.
3. Satisfaction rate: % of chat sessions rated 4-5 stars by customers out of the total rated sessions.

Why Chat Sessions Are Not Allocated

Only two reasons: (1) no agent is online, or (2) agents are online but have reached their maximum session limit. Solutions recommended by TikTok Shop:

• Monitor the number of waiting customers, aiming to bring it to 0 during working hours.
• Increase the maximum session limit per agent — recommended minimum of 200, set at Customer Messages > Settings > Group Management > Individual > Maximum Handling Capacity.
• End completed sessions immediately with a polite goodbye, avoiding keeping “hanging” sessions that take up slots.
• Schedule shifts effectively: do not let agents on the same shift take breaks or go offline at the same time, always ensuring at least 1 person is on duty.

Risks to Note

If handling capacity is 100% saturated (all agents have reached their session limits), the solution is not to “wait”, but to adjust the session limit or call more agents back online — letting this situation persist will continuously drag down the 12-hour response rate, also affecting the buyer conversion rate because customers who wait too long often abandon their shopping carts.

FAQs

How to handle this without a dedicated CS team? Check the chat tool daily to avoid missing messages, and set aside a fixed time to handle them every day — if you have a dedicated team, you should schedule shifts effectively and utilize system tools instead of relying entirely on manual monitoring.

Sources

TikTok Shop Seller Academy — Shop Chat Performance