1. TikTok Shop Launches "PEAKS Overseas Operation Methodology"

On February 25, 2025, TikTok Shop launched the "PEAKS Overseas Operation Methodology" for its US cross-border market, providing cross-border merchants with a clear operational path and growth strategy. At the same time, a corresponding "PEAKS Overseas Operation Methodology" was also launched in the European market.

▲ Screenshot from TikTok Shop

PEAKS Overseas Operation MethodologyCore content includes:

• High-Quality Products (Premium Product): Merchants must select high-quality products, optimize product display, and strictly control product quality. At the same time, through store decoration upgrades, active participation in platform activities, and search optimization, improve product exposure and conversion rates.

• Merchant Content Acceleration (Engaging Content): Merchants should increase the production of high-quality short videos, combine product selling points with TikTok popular elements, create creative content, and layout live streaming according to category characteristics.

• Marketing Amplification (Activities & Advertising): Merchants need to fully participate in various types of platform marketing activities, such as Super Product Day, Brand Selection, etc., and use intelligent advertising tools like GMV Max to improve advertising efficiency.

• Influencer Content Expansion (KOL Collaboration): New merchants can build connections with influencers through the seven-step operation, while merchants with cooperation foundations can strengthen cooperation with high-quality influencers and start refined operations.

• User Experience Improvement (Service Guarantee): Merchants need to pay attention to store experience scores and account health scores, improve service quality from products, logistics, after-sales, etc., and enhance user satisfaction.

  
  

In addition, to help merchants better practice the "PEAKS Overseas Operation Methodology," TikTok Shop has also introduced a series of support measures, including one-stop product solutions, diversified logistics solutions, and newly upgraded "New Merchant Sailing Plan" and "Brand Overseas Acceleration Plan" and other six major incentive policies.

2. TikTok Shop Adds New Sites in Germany, Italy, France, Brazil, and Japan

On March 31, 2025, TikTok Shop officially opened three major European sites in Germany, Italy, and France. Together with the previously opened sites in the UK, Spain, and Ireland, TikTok Shop has now opened six sites in Europe.

On May 8, 2025, TikTok Shop's Brazilian site was officially launched. This is an important step for TikTok Shop in South America and part of its global expansion strategy.

On June 30, 2025, at 11 am, TikTok Shop's Japanese site officially started selling, supporting brands, sellers, and creators to sell directly through live streaming/short videos, and users can complete purchases in one stop within the app.

Up to now, TikTok Shop has been launched in 17 sites globally, including the United States, the UK, Indonesia, Singapore, Thailand, Vietnam, Malaysia, the Philippines, Saudi Arabia, Japan, Spain, Ireland, Germany, France, Italy, Mexico, and Brazil.

Currently, TikTok Shop's global expansion plan is steadily advancing, and it is likely to cover more countries and regions in the future.

3. TikTok Shop Launches GMV Max Intelligent Advertising Solution

TikTok Shop is accelerating the upgrade of its advertising system. Since June 1, 2025, new stores on TikTok's global sites cannot create manual ads (ADS).

Source: TikTok Shop

According to the latest notice, starting from June 25, the manual advertising function will be completely offline for new stores, and from July 15, all old stores will also be forcibly switched to GMV Max mode.

GMV Max is an intelligent advertising solution launched by TikTok Shop, aiming to help merchants achieve advertising goals more efficiently through automated and intelligent placement methods, improve the precision and conversion rate of advertising placement. Compared with manual advertising, GMV Max can utilize TikTok's algorithm advantages to automatically optimize advertising placement strategies, reduce merchants' time and energy investment in advertising management, and improve the overall effect of advertising.

4. TikTok Shop Tightens Content Risk Control

In May 2025, TikTok Shop upgraded its global content review and compliance measures, introducing targeted restriction policies in the US and Southeast Asian markets.

On May 22, TikTok Shop's Southeast Asian site issued a notice, explicitly prohibiting sellers from synchronous live streaming (multi-platform synchronous streaming), and stipulating that all live streaming and short video sales content must use original materials, and must not directly use non-original or stolen content, to strengthen the protection of local original ecology.

At the same time, the US site has strictly implemented new regulations since early May, strictly prohibits the use of AB frame blending (splicing and replacing frames) and other editing techniques to produce sales videos, and continues to crack down on low-quality, homogenized marketing content, aiming to improve user shopping experience and content authenticity.

5. TikTok Shop Upgrades Brand Hosting Mode, Covering Eight Countries

On June 27, 2025, TikTok Shop officially upgraded its brand hosting mode, opening up to six new markets including France, Germany, Italy, Spain, Japan, and Mexico. Together with the original US and UK markets, this service has covered eight core global e-commerce markets.

▲ Screenshot from TikTok Shop

Merchants at different stages can receive all-round support through the brand hosting mode:

● Traditional cross-border trade quality factories can leverage "Brand TikTok Account Construction Support," cooperate with influencer planting and brand marketing IP activities, and quickly transition from "selling goods" to "building brands";

● Cross-border brands that have started operations can improve the influencer planting mechanism through "TikTok Shop Product Exposure Rights," form flexible pricing strategies, and adapt to platform gameplay;

● Mature brands on domestic e-commerce platforms can rely on TikTok Shop's brand hosting to create cross-border warehousing/logistics/merchant customer service, dock overseas influencer resources, effectively supplement brand cross-border infrastructure and localization shortcomings. For merchants in the clothing and sports industries that highly rely on content planting and need to create brand differentiation, brand hosting can provide a "lightweight overseas" solution.