With more than 1 billion users globally and a fast-growing e-commerce ecosystem, TikTok has become a dynamic tool for small business owners and solo entrepreneurs to attract new customers and increase revenue. Whether you’re running a boutique, a skincare line, or a service-based business—especially if your target market is under 40—TikTok gives you a unique way to engage through short, captivating video clips.

Still, stepping into the TikTok world can be daunting if you’re unfamiliar with the platform. It might feel like walking into a crowded cafeteria without knowing anyone—awkward, intimidating, and like one misstep could hurt your brand.

But don’t stress. The platform is full of opportunity—and yes, you might even enjoy it.

This guide covers the essentials of selling on TikTok, offers tips for beginners, highlights what to steer clear of, and touches on concerns about TikTok’s uncertain status in the U.S.

Getting Started: What You’ll Need to Begin Selling on TikTok

Just getting familiar with TikTok? Or maybe you’ve started posting but don’t have much traction yet? Either way, here’s what you need to do:

1. Switch to a Business Account
Change your settings to create a TikTok Business Account. This gives you access to analytics, a dedicated product tab, and TikTok’s Ads Manager. While you’ll lose access to many trending songs due to licensing, the benefits outweigh that loss. Perks include: a clickable link in your bio from day one (unlike personal accounts, which need 1,000 followers first), the ability to list a business category and contact email, and in some regions, access to auto-reply features for DMs.

2. Apply for TikTok Shop (If You’re Eligible)
TikTok Shop lets you sell products directly within the app. To enroll, you’ll need to meet certain regional requirements, which may include identity verification and proof of business registration.

3. Sync Your Product Catalog
If your store runs on Shopify, WooCommerce, or BigCommerce, you can connect your inventory to TikTok for easier tagging and marketing of your items.

Beginner Tips: How to Sell Effectively on TikTok

TikTok may not be right for every niche, but if you’re in the beauty, wellness, or fashion space, it’s definitely worth exploring. In 2024 alone, TikTok Shop generated $1.34 billion in U.S. health and beauty sales, with apparel and accessories following close behind at $1.01 billion. And that’s not even counting individual influencer sales.

While there’s no secret formula for going viral, here are some tried-and-true tips:

Focus on Being Real, Not Perfect
Users respond best to authentic, down-to-earth content. You don’t need fancy equipment—just good lighting, a decent phone, and your genuine voice. People enjoy seeing the human behind the brand. Some of the top-performing posts are simply folks talking about why they love a product.

Use Trends—But Make Them Fit Your Brand
Taking part in trends (like challenges, viral sounds, or memes) can help expand your reach—but personalize them. Relate the trend back to your product or message in a natural way. You don’t want to seem like you’re copying others without adding anything new. Make the trend your own.

Be Consistent and Try Different Formats
Try posting 3 to 5 times weekly—or more, if you’re able. Include product how-tos, behind-the-scenes looks, customer reviews, or fun posts that reflect your personality. Not every post has to promote a product directly. Since TikTok is an entertainment-first platform, variety can help grow your audience.

Many creators gain traction simply by showing up regularly. Familiarity builds trust—and trust leads to sales.

Include a Clear CTA
Always point viewers to the next step—whether that’s visiting your shop, clicking the link in your bio, or following your page. When people enjoy your video, a simple CTA can prompt them to act.

Take Advantage of TikTok’s Free Tools
Use TikTok’s built-in Video Editor, Creative Center, or third-party apps like CapCut to refine your content. You’ll also find helpful tutorials in the Business Learning Center to guide your growth.

Engage With Your Audience and Peers
Respond to comments, make reply videos, duet with others, or engage with content creators in your space. The more you participate, the more your content will be pushed by the algorithm.

Use the Right Captions and Hashtags
Hashtags and captions help TikTok understand what your video is about. Use industry-specific tags like #SmallBusinessCheck or #TikTokMadeMeBuyIt, and include relevant keywords in your captions to boost discoverability.

Common Mistakes to Avoid

Here are a few things that can hurt your performance on TikTok:

• Hard-Selling Your Product. TikTok isn’t QVC. If your videos are too sales-focused, viewers will likely scroll past. Focus on storytelling and entertainment first.
• Ignoring Your Analytics. Use TikTok’s data tools to learn what content your audience likes—and when they’re online.
• Poor Video Quality. Bad lighting, muffled audio, or shaky footage will cost you attention. Invest in basic lighting and shoot in quiet, well-lit environments.
• Incomplete or Confusing Profile. Your bio should make it clear what you offer and include a link to your site or shop.
• Inconsistent Branding. Even casual videos should feel aligned with your brand’s look and voice.

Is TikTok in Danger of Being Banned in the U.S.?

Yes, there’s ongoing debate in the U.S. about TikTok’s future due to national security concerns and bipartisan legislation. While the platform is still fully operational, it’s smart to avoid putting all your marketing eggs in one basket. Here’s how:

• Repurpose TikTok content for Instagram Reels or YouTube Shorts.
• Build an email list so you have a direct way to reach customers.
• Direct viewers to your website whenever possible to retain control of your customer base.

In short, treat TikTok as one channel in your broader marketing toolkit—not your entire business strategy.

TikTok Is a Resource, Not a Shortcut

If you’re just starting out, give yourself time to learn the platform. Growth doesn’t happen overnight—but with consistency, creativity, and the right message, TikTok can be a game-changer for small businesses with a strong story or visual appeal.

Begin with simple posts. Show up regularly. Be authentic. And most importantly—have fun with it. That’s the spirit of TikTok.