Starting 25 September 2025, TikTok Shop will begin enforcing stricter measures against repetitive, non-engaging short video publishing. This update directly affects Sellers and Creators who post bulk, low-effort product videos with little to no variation.

The move is part of TikTok Shop’s ongoing effort to improve content quality, protect customer trust, and foster a healthier e-commerce ecosystem on the platform.

Why TikTok Shop Is Taking Action

TikTok Shop thrives on content that not only promotes products but also entertains and informs. However, when the platform becomes saturated with repetitive, low-effort videos, it creates several problems:

Reduced content quality

If a user sees the same type of product video over and over, with little variation, they’re more likely to scroll past without engaging. This weakens the overall content environment and reduces sellers’ chances of getting noticed.

Lower customer trust

A feed cluttered with near-duplicate, “spammy” content can make customers question the credibility of sellers and the platform itself. Trust is crucial in e-commerce, and repetitive videos chip away at that confidence.

Weaker product storytelling

Sellers miss out on showing what really makes their product unique. Without creative angles, demonstrations, or personal touches, videos fail to spark emotional connections or highlight benefits in a memorable way.

By introducing this policy, TikTok Shop is working to:

• Encourage sellers to create more compelling and varied product showcases.

• Help creators focus on building authentic, lasting connections with their audience.

• Ensure customers feel confident, inspired, and motivated to purchase after watching a video.

What Counts as Repetitive, Non-Engaging Content?

Not all product videos are created equal. TikTok Shop has made it clear that simply flooding the platform with lookalike clips isn’t an effective or acceptable strategy. The policy defines repetitive, non-engaging publishing as repeatedly posting near-identical videos that bring little to no creativity, context, or personal touch.

Here are some common examples that fall under this category:

• Bulk uploads of near-identical videos – For instance, posting 20 clips of the same product shot at the same angle, with only a minor text change or color tweak.

• Product-only or “hand-only” videos – Content that just shows hands unboxing or demonstrating an item, without faces, voices, or any creator presence. These lack the human element that drives engagement.

• Overuse of generic tools – Videos that rely solely on text-to-speech narration or plain text overlays, without meaningful commentary, storytelling, or personalisation.

• Cross-account duplication – Uploading the same or very similar videos across multiple seller or creator accounts in an attempt to gain extra reach.

In short, TikTok Shop is targeting content that comes across as robotic, impersonal, and spam-like the kind of videos that don’t capture attention or build trust.

What the platform wants instead are videos that feel authentic, creative, and tailored to the audience. That means showing personality, adding context, and highlighting why a product is worth buying in a way that feels fresh and engaging.

What Happens If You Breach This Policy?

Sellers and creators who continue to rely on bulk, low-effort videos risk serious consequences that can directly impact their sales and visibility.

Here’s what could happen if you breach the policy:

Temporary suppression of traffic

Your videos may be pushed down in the algorithm, making them far less likely to appear on users’ feeds. This means reduced exposure and fewer opportunities to convert viewers into buyers.

Permanent suppression of traffic

For repeated or severe violations, TikTok Shop may permanently limit your reach, effectively cutting off the ability for your content to attract new audiences.

Removal of E-commerce Access

In the most serious cases, sellers can lose their ability to sell on TikTok Shop entirely. This is a last-resort penalty, but it shows how seriously the platform views this issue.

Staying Ahead of TikTok Shop’s New Standards

TikTok Shop’s update is a reminder that repeating the same video over and over isn’t a growth strategy. Creativity now decides how far your products can reach. Meanwhile, the day-to-day work of running a store doesn’t stop. BigSeller helps cover that side, so you don’t get stuck juggling operations when your focus should be on making better content.

Try BigSeller for free today and experience how it simplifies your selling process.

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