How to set up a TikTok shop in 2026

TikTok isn’t just an app for dancing trends anymore — it’s where people shop.

From viral products selling out overnight to small businesses building entire brands through short-form videos, TikTok Shop has quickly become one of the most powerful ways to turn content into revenue. And the best part is that you don’t need a huge following or a full eCommerce setup to get started.

If you’ve been wondering how to start a TikTok shop or whether it’s actually worth it in 2026, this guide breaks it all down. From getting set up to understanding costs and creating content that converts, you’ll find everything you need to start selling on TikTok Shop with confidence. Let’s get into it.

In this article:

• How TikTok Shop works
• What you need to start a TikTok Shop
• How much it costs to start a TikTok Shop
• How to start a TikTok Shop step by step
• Tips to optimise and grow your TikTok Shop
• Whether TikTok Shop is right for your business
• How to manage your TikTok Shop income

A TikTok Shop is exactly what it sounds like — a way to sell products directly through content. Instead of clicking through to an external website, they can simply tap the product within the video and check out, all without leaving the app.

Here’s what that looks like behind the scenes:

• You upload products to your TikTok Shop
• You create content that features those products
• TikTok pushes your content to relevant audiences
• Users tap on the product and buy instantly
• TikTok processes the payment and takes a commission
• You fulfil the order and receive your payout

Every extra step in a buying journey is a chance for someone to drop off. TikTok removes those steps, which is why products can go from unknown to sold out very quickly.

If you’re thinking, “this sounds great, but what do I actually need to get started?” — the barrier to start is lower than what you’d expect. To start a TikTok Shop, you’ll need:

• A registered business (sole trader or limited company)
  • Sole trader setup is free
  • Limited companies cost £100 to register with Companies House directly. Alternatively, you could save some money and register with a provider like Countingup, which offers company registration for free when you sign up for a business account
• A TikTok business or seller account
• Basic business and tax details
• ID for verification
• A business bank account to receive payments
• Products to sell

The short answer: it’s free to set up, but it’s not free to run. Like any eCommerce business, there are a few costs to factor in. Let’s take a look at what things you’ll need to pay for to run a successful TikTok shop:

TikTok commission fees
TikTok takes a percentage of each sale, typically between 5% and 20%, depending on your product category.

For example:

• Sell a product for £20
• 10% commission = £2 to TikTok
• You keep £18 (before other costs)

Other costs to consider

• Product sourcing or manufacturing
• Packaging and fulfilment
• Shipping and returns
• Marketing (ads, influencers, content creation – are you going to pay creators to make content for you?)

We know it may seem like a lot to consider. It’s easy to put too much focus on revenue, especially when a product starts gaining traction. But profitability comes down to understanding your margins early, not just after you’ve scaled.

Everything sounds good? If so, you’re ready to get your TikTok shop up and running! To get you started, we’ve outlined everything you need to do to start selling on TikTok shop, step by step.

Before you can start selling on TikTok Shop, you’ll need to make sure your business is officially set up. Most people choose between two structures:

Sole trader
This is the simplest way to get started because: 

• Quick to set up (you can register with HMRC online)
• No upfront cost
• Less admin and ongoing paperwork
  

It’s a popular choice if you’re testing a product or starting small. The trade-off is that you’re personally responsible for any debts, and it can feel less “established” as your business grows. You also pay personal income tax on all profits. 

Limited company
A limited company is a separate legal entity from you personally. It also:

• Offers limited liability (your personal finances are protected)
• Can make your business appear more credible to suppliers and partners
• Is often more tax-efficient as profits grow, as you pay tax on 

If you’re just starting out and want to test a product on TikTok, many sellers begin as sole traders.

If you’re planning to scale, work with suppliers, or build a long-term brand, a limited company can give you more flexibility and protection.

If you think a limited company is the right route for you, registering directly through Companies House typically costs around £50–£100, depending on how you set it up. However, you can also complete your company registration for free with Countingup. Not only is it cheaper than going directly through Companies House, but your new company could be up and running in as little as 24 hours.

This only takes a few minutes. Head to TikTok’s seller centre and set up your account. This becomes your hub for managing products, orders and performance.

You’ll need to submit:

• Business details
• Identity verification
• Tax information
• Bank account details

Once approved, you’ll get access to your TikTok Shop dashboard so you can get things up and running.

Think of this as your storefront — it’s what turns interest into actual sales. Your listings need to cover the essentials, including clear, keyword-rich titles, strong images, helpful descriptions and accurate pricing and stock. But it’s how you bring these elements together that really impacts whether someone will purchase.

We’ve included some of our top TikTok shop product tips:

Keep titles simple and searchable
Your product title should immediately tell customers what they’re looking at. Clear, descriptive wording works best — for example, “Women’s cotton stripy summer dress” is far more effective than something vague like “Summer dress”.

Focus on clarity first, then layer in keywords naturally so your products are easy to find and easy to understand.

Show your product in real life
Your images don’t need to feel overly polished, but they do need to feel real and trustworthy. Showing your product in use helps customers picture it in their own lives, while close-up details can highlight quality.

What tends to work well:

• Lifestyle shots (product in use)
• Close-ups showing texture or detail
• Consistent visuals across your listings and content

Price with your margins in mind
It’s tempting to focus on being competitive, but your pricing needs to work for you as well as your customer. Make sure you’re factoring in:

• TikTok commission (typically ~5–20%)
• Product and sourcing costs
• Shipping and fulfilment

This gives you a clearer picture of what you’re actually making on each sale.

This is where your TikTok Shop really comes to life. It’s not just about listing products — it’s about showing them in a way that makes people stop scrolling, pay attention, and want to buy.

You’ll link your products to content like short-form videos, demos, lifestyle clips, and LIVE sessions. But the key is how you use these formats.

Focus on content that shows, not tells
On TikTok, people don’t want to be sold to — they want to see products in action.

That could look like:

• Demonstrating how the product works
• Showing the result or outcome
• Comparing before and after
• Highlighting a problem and how your product solves it

The clearer and quicker you make this, the better it tends to perform.

Tip: Use simple, repeatable content ideas. You don’t need a new idea every time you post. In fact, most successful sellers reuse formats that work

Hook attention in the first few seconds
The key to making good content is creating a hook that grabs attention in the first 2–3 seconds. If you don’t capture a user’s attention quickly, they will scroll on. Simple ways to do this:

• Call out a problem (“Struggling with…?”)
• Show the end result first
• Use text overlays to highlight value
• Start mid-action rather than with an intro

Make your content feel natural
Like we mentioned above, hooks are so important. But they can make content feel slightly unnatural, so it’s important to balance your hooks with content that feels real and natural. The best-performing TikTok content rarely looks like a traditional ad. Instead, aim for:

• A natural, informal style – like talking to a friend on FaceTime
• Quick pacing – don’t waffle and cut out any pauses
• Include clear visuals of the product
• Captions for people watching without sound

The more your content blends in with what people already watch, the more likely it is to perform well.

Be consistent and test what works
This is absolutely key. You don’t need every video to go viral — but you do need to keep posting. The more you post, the quicker you’ll find out what works for your audience and business.

Start by testing different formats, products, and hooks, then pay attention to what performs best. Over time, you’ll start to see patterns you can build on.

TikTok has changed how people discover and buy products. You no longer need a huge following or a polished website to start selling — just a product and content that resonates.

TikTok shop could be a strong fit if you:

• Sell products that look good on camera
• Can demonstrate value quickly
• Are willing to experiment with content
• Want to reach new audiences

For many businesses, it works best alongside other channels — not instead of them.

Ready to get your TikTok shop off the ground? We think you are! Be prepared for those sales to start coming in; your finances can get messy quickly if they aren’t organised.

Separating your business and personal money is one of the simplest ways to stay in control. A dedicated business current account like Countingup helps you do exactly that. Not only does it help you manage your finances, but it also tracks income and expenses automatically and helps you stay on top of your tax obligations with ease.

Yes — as long as all orders are completed and payouts are settled, you can close your account and start again if needed.

There’s no minimum. You can start without an existing audience — although building one will help drive consistent sales.

In most cases, yes. As long as you meet TikTok’s requirements and complete the verification process, you can apply to become a seller.