In June 2026, TikTok Shop launched a new round of intensive global policy updates. On one hand, the US shop is tightening live stream regulations, and the UK shop is cleaning up dormant storefronts. On the other hand, the European market continues to expand, adding 8 new markets including Poland, the Netherlands, and Greece. For e-commerce sellers, this means more market opportunities are gradually opening up, but it also sends a clear signal:
Opportunities are still growing, but the compliance threshold is rising.
If sellers continue to use the extensive operational methods of the past, they may face higher operational risks in the future. This article will discuss how to maintain account security and achieve multi-market layout amidst these policy changes.
I.The June TikTok Shop Policy "Triple Strike"
US Shop: Live Stream Authenticity Becomes the Core Focus TikTok Shop US recently updated its live stream content guidelines, explicitly restricting behaviors such as AI-dubbed live streams, static image loop live streams, and pre-recorded videos posing as live broadcasts. The platform emphasized that live stream content should possess real interaction and instant communication attributes. The platform stated that this adjustment aims to improve the user shopping experience and enhance consumer trust in live content.
From the signals released by the platform, TikTok is gradually raising the content quality threshold. The past methods of gaining traffic by relying on scripted live streams, pre-recorded loops, or low-interaction content are losing their advantage. Instead, authentic content formats such as real person appearances, live product testing, and real-time Q&A will become the key direction for future live stream operations. For sellers, this is not just a content rule adjustment, but it means that the logic of live stream operations is shifting from "mass production" to "authentic interaction."
UK Shop: Dormant Shops Facing Clean-Up In addition to content ecosystem governance, TikTok Shop has also begun to further optimize the structure of platform merchants. The UK shop recently launched a dormant shop clean-up plan, focusing on governing shops with no orders for a long time, unupdated products for a long time, continuous low activity, and long periods without logging into the backend.
Behind this policy reflects the platform's increasing emphasis on merchant quality. In the past, some sellers adopted the strategy of "opening a shop first to occupy a spot and operating it later," hoping to lock in market opportunities in advance. However, as the platform ecosystem matures, this model is being phased out. In the future, whether it is traffic distribution or platform resource inclination, it will be more concentrated on merchants with continuous operations, stable fulfillment, and active management. For sellers who have opened shops but have not yet put them into operation, they also need to re-evaluate their operational plans.
European Expansion and Southeast Asian Regulation Progressing Simultaneously While strengthening platform governance, TikTok Shop's global expansion pace has not slowed down. In June, the platform added 8 new European markets: Poland, the Netherlands, Greece, the Czech Republic, Sweden, Finland, Denmark, and Portugal, further expanding its European market coverage. At the same time, regulatory requirements in the Southeast Asian market are also upgrading simultaneously. Taking the Thailand shop as an example, the platform requires about 150 categories of goods to complete TISI mandatory certification before June 30, otherwise they may face product delisting or sales restrictions.
This means that TikTok Shop is entering a new stage of "expansion and compliance running in parallel." On one hand, newly opened markets bring more traffic dividends and growth space for e-commerce sellers; on the other hand, the requirements of various markets for product certification, tax compliance, and localized operations continue to increase. For sellers planning multi-country layouts, they must not only focus on market opportunities in the future, but also need to establish a complete compliant operation system in advance to achieve long-term stable development in new markets.
II. What Impact Does the New Policy Have on Sellers?
Compared to the past reliance on scripts and batch content production, TikTok is emphasizing a "real person feel."
It is recommended to focus on optimizing three directions:
Improve Real Interaction
With TikTok Shop tightening restrictions on content like AI-dubbed live streams and static image live streams, the platform is encouraging more authentic and interactive live stream formats. For sellers, improving the interaction quality of the live room has become an important direction for acquiring traffic and improving conversion.
Increase real person explanation: Reduce reliance on pre-recorded and scripted content. Use live hosts to introduce product features, usage methods, and purchasing advice, allowing users to get a more authentic shopping experience.
Increase live Q&A: Actively respond to user questions during the live stream, providing real-time answers for product functions, logistics timeliness, and after-sales service to enhance user participation and trust.
Show real usage scenarios: Integrate products into actual life scenarios for demonstration, allowing users to intuitively understand product value. For example, household products can show actual usage effects, and beauty products can feature live trials.
Strengthen real product testing content: Enhance content persuasiveness through unboxing tests, functional demonstrations, and comparative evaluations to reduce user decision-making hesitation.
Do a Good Job in Short Video + Live Stream Linkage
In the TikTok ecosystem, short videos are responsible for attracting interested users, while live streams handle transactions and conversions. Only when the two cooperate with each other can a complete content marketing closed loop be formed.
Publish product evaluation content: Attract potential users through product experiences and pros and cons analysis, accumulating traffic for the live room in advance.
Create unboxing display videos: Use the unboxing process to stimulate user curiosity, increasing product exposure and interaction rates.
Output tutorial content: Continuously output content targeting product usage techniques and functional introductions to help users build purchasing intent.
Accumulate user feedback materials: Integrate real user reviews, usage experiences, and case displays into content creation to enhance content credibility.
Control Content Non-Compliance Risks
As the platform review mechanism continues to improve, content compliance has become an important factor affecting stable account operations. Sellers need to establish a more standardized content review process.
Review live stream materials: Ensure that live stream screens, displayed content, and interactive segments comply with platform regulations to avoid non-compliant content.
Standardize the use of AI-generated content: When using AI to assist in creation, pay attention to complying with the platform's latest rules and avoid touching relevant restriction requirements.
Optimize product promotion vocabulary: Avoid exaggerated promotions and false promises, ensuring product descriptions are true and accurate.
Check the usage of copyrighted materials: Including background music, video materials, and image resources, to avoid affecting account operations due to copyright issues.
III. What Preparations Should Sellers Make in the Face of New TikTok Shop Rules?
With the opening of new European shops, more and more sellers are starting to layout multiple country markets. But in the actual operational process, challenges often lie not in opening shops, but in management. The risk control mechanism of TikTok Shop is continuously improving. To operate TikTok Shop stably for a long time, here are a few common problems and solutions organized for everyone:
Complex Account Management
When sellers operate the US shop, UK shop, and multiple European shops at the same time, they need to frequently handle product listing, order management, customer service communication, and advertisement placement. If there is a lack of a unified management system, it is easy to encounter problems such as scattered data, chaotic processes, and declined team collaboration efficiency.
Solutions:
Establish standardized processes: **For example, unifying product listing specifications, customer service response mechanisms, and data analysis standards, so that even if the team manages multiple shops, they can maintain stable operational efficiency. Localized content **customization: Dividing operational teams according to different markets also helps to improve localized operational capabilities.
Operations Environment Management is Neglected
In addition to operational management itself, multi-shop sellers also need to face more complex account environment issues. For example, multiple shops sharing a browser, multiple accounts sharing a network environment, and team members frequently switching devices to log in are common in daily operations. As the platform's risk control mechanism improves, more and more sellers are starting to attach importance to the standardized management of the account environment.
Currently, the more common practice in the industry is to manage different accounts through multi-opening isolation tools like cloud phones or anti-detect browsers, combined with proxies to configure relatively independent network environments for different shops. For teams layoutting the US shop, European shops, and Southeast Asian markets simultaneously, proxies have gradually become one of the basic configurations for e-commerce operations.
When choosing a proxy, pay attention to whether it has these core factors:
Whether it covers target countries and regions
Whether the proxy resources are authentic and stable
Whether it supports long-term operational needs
Whether the backend management is convenient
For teams that need to manage multiple TikTok Shop storefronts, current solutions include tools like IPFoxy dedicated static residential proxies, which provide highly authentic, stable, and widely covered local proxy resources. At the same time, they provide native proxy resources for some countries with stronger risk control, which can be quickly configured to various devices to build a stable network infrastructure for accounts.
Continuously Focus on Policy Changes
From the US shop live stream rules, the UK shop dormant shop governance, to the Thailand TISI certification requirements, it can be seen that TikTok Shop is continuously raising its platform governance standards. In the future, what sellers need to focus on is not just the ability to acquire traffic, but also content compliance, product compliance, and account operation standards.
It is recommended to regularly follow platform announcements, product admission policies, and various market regulatory requirements to adjust operational strategies in time. Compared to handling problems after non-compliance occurs, establishing a standardized operational system in advance often reduces more operational costs and is more conducive to the long-term stable development of the shop.
IV. FAQ
Can AI-dubbed videos and AI digital humans still be used for TikTok Shop?
Currently, the US shop focuses on restricting AI-dubbed live streams, pre-recorded live streams, and live content lacking real person interaction. For ordinary short videos, the platform has not comprehensively banned AI content yet, but it is recommended to increase real person appearances, product testing, and authentic interaction scenarios to reduce subsequent operational risks.
Can one person operate multiple TikTok Shop storefronts?
Yes, but it is recommended to establish an independent and standardized account management system.
Are the newly opened European shops worth layoutting?
It is worth paying attention to. Compared to mature markets, newly opened shops usually have relatively less competition and are easier to obtain early traffic dividends. However, before entering a new market, in addition to preparing products and logistics plans, it is also recommended that sellers plan account management and network environment configurations in advance. They can use a lightweight structure of "anti-detect browser + proxy" to prepare for subsequent multi-shop expansion.
Is a proxy a necessity for multi-shop operations?
It is not necessary for single-shop operations. However, if it involves multiple country shops, multi-account management, or team collaborative operations, a stable proxy can help sellers better configure the network environment for different markets. For example, when operating the US shop, European shops, and Southeast Asian markets, many sellers will choose local residential proxy resources.
What do TikTok Shop sellers need to focus on most in the future?
Judging from recent policy changes, TikTok Shop is gradually shifting from "traffic-driven" to "compliance-driven." In the future, sellers need to focus heavily on content authenticity, product compliance, shop fulfillment capabilities, multi-market operational capabilities, and account environment management capabilities. Whoever can adapt to platform rule changes faster will have a better chance of achieving long-term growth.
V. Summary
TikTok Shop in 2026 is entering a new stage of "strong regulation and strong compliance." The focus of future platform competition is no longer just product selection and traffic acquisition, but also content quality, account management, and compliant operational capabilities.
For sellers who wish to layout TikTok Shop for the long term, establishing a standardized operational system in advance is often more important than chasing short-term traffic.
