December 27th news, TikTok Shop recently launched the "One Merchant Sells Globally" project for cross-border self-operated (POP) merchants. Merchants can achieve five core functions through a cross-regional workstation: global multi-store binding, rapid mutual opening of stores, global unified data viewing, cross-border sales and review interoperability, and customer message aggregation. Since this year, TikTok Shop has been launched in more countries globally, and multi-store and multi-market layout has also become the choice of more merchants. The "One Merchant Sells Globally" project will help merchants move from single-store operation to global layout and coordinate multiple stores globally in one stop.

Specifically, "Global Multi-Store Binding" can bind different business model stores under the same company qualification under one account for unified management. After binding, you can switch stores with one click, or create and manage sub-accounts for multiple bound merchants. Currently, this feature only supports binding stores registered with the same entity qualification (business license), and subsequent upgrades will support binding stores across entity qualifications.

"Rapid Mutual Opening of Stores" means that the same account can bind stores from different sites, and no new account registration is required when exploring new markets. Moreover, some regions also support qualification-free and review-free. It should be noted that whether a new market can be opened with one account mainly depends on the store's operating status. If it does not meet the requirements of the platform rules, a new account still needs to be registered.

"Global Unified Data Viewing" can summarize and display the operating data of all global stores, including one-stop viewing of core performance indicators (GMV, orders, number of buyers) of multiple stores, performance of stores in each market, advertising data, consumer portraits, competitive analysis, and event analysis, etc.

"Cross-Border Sales and Review Interoperability" can get through the evaluation, rating, and sales volume data of products among various markets globally and display these data to consumers in all markets, which helps alleviate the difficulty of "zero sales and zero evaluation" when expanding new markets. Currently, this feature has been launched in the US, UK, four EU countries (France, Germany, Italy, Spain), and the Japanese market.

"Customer Message Aggregation" means that for multiple stores opened under the same company qualification, customer service does not need to switch backends, that is, it can switch stores with one click in the same message interface and centrally handle buyer messages of each store. In terms of language translation, there has also been a new upgrade. The old version of the customer message tool only supported customer service to enter English. Now Chinese and other languages can be entered, and mutual translation is supported, helping merchants communicate more smoothly with global buyers.

In addition, TikTok Shop officials said that the "One Merchant Sells Globally" project will launch more functions in February 2026, including binding global stores of multiple enterprise qualifications with the same account, publishing videos and products across qualifications to multiple sites, one-click registration for global festival promotions and marketing activities, etc., providing full-cycle support from "store management" to "global growth" for multi-store merchants operating across regions, entities, and globally.

Source: E-commerce Dispatch