TikTok Marketplace Requirements in 2025: Guide for Brands and Creators

TikTok isn’t just for dance challenges anymore – it’s now a serious player in e-commerce and influencer marketing. The platform’s blend of user-generated content (UGC) and viral trends has created a new kind of marketplace where brands, content creators, and even Amazon sellers converge. In fact, TikTok’s social commerce growth has been explosive. US social commerce users by platform in 2024 (millions). TikTok’s shopper base (35.8M) is growing fast, though still behind Facebook (67.8M) and Instagram (45.3M). TikTok added 11.6 million new U.S. social shoppers in 2024, more than Facebook, Instagram, and Pinterest combined. This surge underscores why brands – from indie e-commerce sellers to major retailers – are increasingly eyeing TikTok as a channel to drive sales.

At the same time, TikTok’s creator community has become a goldmine for influencer marketing. Companies can tap into TikTok’s vast network of creators to promote products through authentic content. Many of these creators are micro-influencers (with relatively modest followings) whose genuine style resonates with niche audiences. TikTok’s algorithm often levels the playing field, allowing everyday users to generate millions of views – meaning a well-executed campaign with micro-influencers and UGC can punch well above its weight in impact.

TikTok’s Two Marketplace Platforms: Creators and Commerce

When we talk about the “TikTok marketplace,” it actually spans two interconnected platforms:

• TikTok Creator Marketplace (TCM): This is TikTok’s official influencer marketing hub where brands discover and collaborate with creators for sponsored content. Think of it as a matchmaking service for brands and influencers, all within TikTok’s ecosystem. Brands can search for creators by niche, audience demographics, etc., and handle partnerships (from outreach to payment) right on the platform. For creators, it’s an opportunity to get paid for content collaborations with brands.

   

• TikTok Shop (Social Commerce): This is TikTok’s in-app e-commerce marketplace that enables direct selling and shopping. Brands (or individual sellers) can list products on TikTok, and users can purchase without leaving the app. Creators can also participate via TikTok’s affiliate program – promoting products in their videos or live streams and earning commissions on sales. Essentially, TikTok Shop turns content into a storefront, merging entertainment with instant shopping.
  

Both of these avenues have specific requirements and opportunities. Below, we break down what you need to know to get started on each – whether you’re a brand, a content creator, or an e-commerce seller (Amazon seller or otherwise) – and highlight the latest updates as of 2025.

TikTok Creator Marketplace Requirements

What is the Creator Marketplace? It’s an invitation-only section of TikTok (now integrated into the TikTok For Business suite) where brands and vetted creators connect for paid partnerships. If you’re a brand looking to run influencer campaigns, or a creator hoping to monetize your TikTok presence through sponsorships, meeting the requirements for this marketplace is the first step.

Brand Eligibility

The good news for brands is that joining the Creator Marketplace is straightforward. Any legitimate business can apply through TikTok’s website (the TikTok One platform) and create a marketplace account. You’ll need to:

• Provide basic business info – e.g. company name, contact email, phone.

   

• Verify your account via an email confirmation link (to ensure you’re a real business).

   

• Agree to TikTok’s terms for advertisers/brands. There’s no strict follower or spending minimum; even small brands or startups can sign up.

Tip: Once approved, brands get access to TikTok’s creator search tool and analytics. Be ready to complete your brand profile with a logo and description – this helps creators see who you are when you reach out for collaborations.

Creator Eligibility

For creators, TikTok sets a higher bar to ensure the marketplace offers influencers who are active and influential. Key TikTok Creator Marketplace requirements for creators include:

• Followers: A substantial following is required. Officially, creators should have at least around 10,000 followers on TikTok. (In the past, TikTok often looked for 100K+ followers, but newer guidelines indicate 10K is the minimum threshold in 2025.)

   

• Activity & Engagement: You must be an active TikTok user with a strong track record. For example, you should have 100,000+ recent video views or likes in the last 28-30 days. This demonstrates that your content regularly engages a large audience.

   

• Content & Profile: Your account must be in good standing (no serious Community Guidelines violations) and have a complete profile (profile picture, bio, linked email). TikTok wants professional, legit creators in the program.

   

• Age: You must be 18 or older (21 in some regions). This is standard for entering binding contracts and payment arrangements.

Once you meet these criteria, you can apply in-app via the Creator Tools section. TikTok reviews applications and will notify you if accepted. (If you don’t get in, you’re allowed to reapply after 30 days.)

Keep in mind: The high follower and engagement requirements mean many micro-influencers won’t yet qualify for TCM. TikTok is somewhat selective – it favors creators who are already hitting big numbers. That said, if you’re a smaller creator, don’t be discouraged; you can still collaborate with brands outside the official marketplace (more on that below). And TikTok’s criteria may evolve – as of 2025 there are hints that thresholds are becoming more accessible (hence the 10K follower minimum noted above). Always check TikTok’s latest eligibility policy, since the platform might adjust requirements to onboard more creators.

For brands using the Marketplace: once you’re in, you can post campaign briefs and search for creators. The marketplace provides tools to filter creators by location, niche, audience demographics, follower count, etc., and even an AI-powered matching system that suggests ideal creator partners for your campaign. This can save you time in finding the right influencer match.

Working with Micro-Influencers and UGC (Outside the Marketplace)

Not every brand or creator will use TikTok’s official marketplace. Many brands, including Amazon sellers and small e-commerce businesses, find success working with micro- or nano-influencers directly or through third-party platforms. These are creators with anywhere from a few thousand to ~50,000 followers – below TikTok’s marketplace threshold but often highly effective in marketing. Why? Micro-influencers tend to have very engaged audiences and can produce authentic content for a fraction of the cost of a top-tier influencer.

Most TikTok creators are micro- or nano-influencers with under 50,000 followers. TikTok’s creator community is largely made up of these smaller influencers. In fact, over 90% of TikTok influencers have below 50k followers. Micro influencers (those in the 10k–50k range) and nano influencers (<10k) are the norm, not the exception. Crucially, they often boast higher engagement rates – a nano influencer’s audience might be far more responsive than a mega-celebrity’s. For example, TikTok nano-influencers (1k–10k followers) see an average engagement rate around 12%, outperforming larger creators by a wide margin. This means if they recommend a product, their followers are likely to listen and interact.

Brands are capitalizing on this by partnering with many micro-influencers to spread their message broadly and authentically. It’s a strategy often called “scaled word-of-mouth”. Instead of one big endorsement, you have dozens of real people sharing content about your product. User-generated content like unboxing videos, reviews, and how-tos created by micro-influencers can be repurposed in ads and social media, giving you a steady stream of relatable marketing material.

Example: Stack Influence is one platform that helps brands run micro-influencer campaigns at scale. It connects companies with everyday creators and often compensates them with free products rather than hefty fees, in exchange for honest posts. The result is genuine endorsements – social posts that feel like recommendations from a friend, not ads – which drives real conversations about the product. This kind of UGC-focused approach is especially popular with Amazon sellers looking to boost product reviews and sales. For instance, a skincare brand selling on Amazon might send samples to 50 micro-influencers on TikTok; those creators try the product and make TikToks about their experience. Each video might only get a few thousand views, but collectively they build buzz and trust. Meanwhile, the brand can often reuse the best clips in their own TikTok ads or Amazon storefront videos.

Bottom line: Even if you’re not in TikTok’s official Creator Marketplace, you can leverage TikTok for marketing. Whether through informal outreach, influencer agencies, or platforms like Stack Influence, engaging a network of micro-creators to produce UGC can be a game-changer for brand awareness and sales.

TikTok Shop for Brands and Sellers (E-Commerce on TikTok)

TikTok Shop is the platform’s e-commerce arm – a full-fledged marketplace within the app. It allows brands, retailers, and individual sellers to list products, and users to purchase on TikTok seamlessly. If you’re an e-commerce brand or Amazon seller, TikTok Shop is an opportunity to capture the attention of TikTok’s young, trend-driven consumer base right where they spend their time.

Seller Eligibility and Requirements (U.S.)

TikTok Shop officially launched in the U.S. in late 2023 and expanded in 2024, and as of 2025 it’s available in about 10 countries (including the US, UK, and several in Southeast Asia). To register as a TikTok Shop seller in the U.S., you need to meet some basic criteria and provide documentation:

• Age & Residency: You must be at least 18 years old and a legal U.S. resident (TikTok will ask for proof of a U.S. address).

   

• Identification: Valid government ID is required – such as a U.S. driver’s license, state ID, or passport. TikTok uses this to verify your identity.

   

• Contact Info: A working U.S. phone number and email address are needed for verification and communication. You’ll verify your phone via SMS code during signup.

   

• Bank Account: An active bank account is required to receive payouts from your sales (and for any potential fees). Sellers will enter routing and account info in the setup process.

   

• Tax Info: For U.S. individuals, typically the last 4 digits of your SSN (Social Security Number) or ITIN are collected for tax reporting. For businesses, an EIN is used (see below).

TikTok Shop offers two types of seller accounts: Individual and Business. If you’re a solo entrepreneur or side-hustler without a registered company, you can sign up as an individual seller. If you have an LLC or corporation, you can register as a business seller. The main difference lies in the documentation and features:

• Individual Sellers: Only personal ID and basic info is needed (as listed above). You’ll provide your legal name, birthdate, ID, SSN, etc., but no formal business paperwork required. This route is ideal for creators or small sellers just starting out.

   

• Business Sellers: You’ll need to provide business legal name, Employer ID Number (EIN), and business registration documents (e.g. LLC formation or other proof of incorporation). You also must input a business address and may need to verify that you’re an authorized representative of that company. Business accounts unlock additional features like multi-user management, more advanced analytics, and bulk product listing tools– useful for established brands.

TikTok typically reviews new seller applications within 1–2 days, and some get approved in under 24 hours. Once approved, you gain access to the TikTok Seller Center dashboard, where you can upload product listings, manage orders, set shipping options, and view analytics.

Importantly, TikTok has product policies to note. Certain product categories may be restricted or require approval (for example, alcohol, supplements, or electronics might have specific rules). Make sure to check TikTok’s prohibited items list – generally, anything that violates community guidelines or e-commerce laws (counterfeits, dangerous goods, etc.) is not allowed. As a seller, you’re responsible for fulfilling orders promptly and providing customer support just like on any e-commerce platform.

One attractive aspect for existing e-commerce sellers: TikTok Shop can integrate with your other selling channels. There are integrations to sync inventory with Shopify, and as of 2024 TikTok even partnered with Amazon. TikTok’s Seller Center allows linking to your Shopify store for inventory and order management. The Amazon partnership goes a step further – TikTok users can discover and buy Amazon products directly inside TikTok, thanks to a deal between the companies. This means if you’re an Amazon FBA seller, you can potentially advertise your Amazon listings on TikTok and users can check out without leaving the app, with Amazon fulfilling the order. It’s a best-of-both-worlds scenario: you tap into TikTok’s audience and Amazon’s logistics. For sellers, this integration can drive new traffic to your Amazon products and increase conversions by reducing friction in the purchase process.

TikTok Shop for Creators (Affiliate Program)

TikTok Shop isn’t just for traditional sellers – it also has an affiliate component for content creators (often called “TikTok Shop Creator” or affiliate program). This lets TikTok creators earn commissions by promoting products sold on TikTok Shop. In practice, creators can browse products available for affiliate marketing, feature those products in their videos or live streams (with special product links or tags), and get a percentage of any sales generated through their content.

To join as a creator in TikTok’s affiliate marketplace, the requirements are a bit lighter than the Creator Marketplace for sponsorships. TikTok Shop affiliate eligibility (U.S.) generally requires:

• Followers: A minimum of 5,000 followers on TikTok. This threshold is relatively accessible, aiming to include small creators who have some audience.

   

• Age & Region: You must be 18 or older, and currently this program is for U.S.-based creators (with a U.S. shipping address). TikTok may roll it out to more regions as the Shop expands.

   

• Account Standing: Your TikTok account should be in good standing (no serious violations recently) and ideally switched to a Business Account. Creators often convert their account to “Business” for free, which allows adding a bio link and is recommended for using TikTok Shop features.
  

Once you meet these criteria, you can apply or simply join via the TikTok app (often found under the “Creator Tools” or TikTok Shop section). After joining, creators gain access to a catalog of products from various sellers/brands that have affiliate programs. You can request to promote products that fit your niche – sometimes even requesting a free sample from the brand to create content with. Many brands are eager to have TikTok creators showcase their items, so they will approve affiliate requests and sometimes send out products. Creators then make videos or go Live featuring the product; a small shopping cart or link will appear on the video, and viewers can directly purchase. The creator earns a commission (set by the seller, often anywhere from 5% to 20% of the sale price) on each successful sale.

For example, imagine you’re a TikTok creator in the beauty niche with 10k followers. You could join the affiliate program, then pick a trending skincare product listed in TikTok Shop’s affiliate marketplace. You receive the product, create a tutorial or review video about it, and add the product link to your post. If followers buy the product through your video link, you get a cut of those sales. It’s a win-win: the brand gets sales and exposure, you earn money without carrying any inventory, and your audience discovers a product in an entertaining way. This model has drawn comparisons to the home shopping channel of the social media age, except micro-influencers drive the sales with creative short-form videos and live demos.

From a brand/seller perspective, enabling affiliates on TikTok Shop can massively amplify your reach. Dozens of creators might pick up your product to promote, generating a flood of UGC and sales without upfront ad spend – you only pay commissions on actual sales, making it a low-risk marketing tactic. Many Amazon sellers in 2025 are using this strategy on TikTok: instead of (or in addition to) Amazon’s affiliate program, they leverage TikTok’s native affiliate tool to get TikTokers showcasing their Amazon products (especially now that, via the TikTok-Amazon integration, those Amazon products can be bought inside TikTok).

2025 Updates and Trends in TikTok’s Marketplace

TikTok is evolving rapidly, with new features and policies rolling out to enhance both the creator marketplace and the shopping experience. Here are some of the notable 2025 updates and trends to keep on your radar:

1. TikTok × Amazon Integration: One of the biggest moves has been TikTok’s partnership with Amazon in late 2024. Now, users can discover and purchase Amazon products directly within TikTok. By linking their Amazon account, TikTok users see Amazon product recommendations in the For You feed and can buy without leaving the app (with Prime shipping info and all). This blurs the line between TikTok Shop and Amazon’s marketplace, and it’s huge for Amazon sellers and affiliate marketers. It addresses trust issues (buyers know they’re checking out via Amazon’s system) and makes impulse buys easier than ever. For brands, it means your Amazon listings can gain a new social discovery channel; for TikTok, it’s a way to enrich shopping content without needing to warehouse all products themselves.

    

2. AI-Powered Creator Matching: TikTok is leveraging AI to improve influencer marketing outcomes. In 2025, TikTok’s Creator Marketplace introduced smarter AI matching algorithms that recommend creators to brands based on campaign goals and audience fit. The system analyzes engagement levels, past collaboration performance, content niches, and more to suggest the best creator-brand pairings. This helps brands (especially new ones) quickly find suitable influencers without endless manual searching. It’s like a dating app algorithm, but for brands finding creators! As TikTok’s data grows, expect the AI suggestions to get even more precise in identifying micro-influencers who have the ideal audience for a certain product.

    

3. Live Shopping Events & New Commerce Features: TikTok has been pushing live-stream shopping and other interactive commerce features. In 2024 and into 2025, TikTok rolled out Live Shopping events, shoppable video tags, and in-app storefronts for brands. Live Shopping lets creators or brands host QVC-style live streams where viewers can buy products in real time (with special discounts or giveaways to drive urgency). The Shop tab is now prominent in the TikTok interface in supported countries, and brands can set up a dedicated storefront page on their profile showcasing products. All these features aim to make buying as entertaining as scrolling. TikTok even set ambitious sales targets (e.g. aiming for $17+ billion in US e-commerce sales in 2024), and to reach them they’re continually refining the shopping experience – from improving the checkout flow to offering better analytics for sellers.

    

4. Creator Education and Support: Recognizing that many creators are new to monetizing, TikTok launched a Creator Academy within the Creator Marketplace in 2025. This is a resource hub offering workshops, tutorials, and best practices to help creators succeed in brand partnerships. Topics include how to pitch to brands, how to price your content, FTC disclosure guidelines, and content tips for higher engagement. By educating creators, TikTok ensures higher quality collaborations that keep brands coming back. Additionally, TikTok has been expanding its Creator Rewards and monetization programs (like the revamped Creator Fund, now sometimes referred to as Creativity Program or Creator Rewards) to incentivize quality content. While not directly part of the marketplace, these programs underline TikTok’s commitment to financially reward creators, which in turn supports a healthy marketplace ecosystem.

    

5. Product Creation & Manufacturing Partnerships: A newer trend is TikTok facilitating partnerships beyond content – even into product development. TikTok has piloted connecting popular creators with manufacturers to launch custom product lines via TikTok Shop. For example, an influencer might create their own merchandise or co-branded products (cosmetics, apparel, etc.) with help from TikTok’s network, then sell them directly on the platform. This initiative, while in early stages, points to a future where influencers aren’t just promo partners but actual product creators on TikTok, blurring influencer marketing with entrepreneurship.
   

Each of these updates makes TikTok’s commerce ecosystem more robust. The integration with established e-commerce players (like Amazon), the use of AI for better matching, the push for live and interactive shopping, and the support for creators all indicate that TikTok is doubling down on being a premier shopping and influence platform.

Conclusion: Embrace the TikTok Opportunity

In 2025, TikTok stands at the intersection of social media and shopping. Its marketplace is not one single thing, but an integrated web of creators, consumers, and commerce. Brands can boost their e-commerce sales by tapping into TikTok’s viral power, whether through the formal Creator Marketplace or through scrappy micro-influencer campaigns. Content creators of all sizes have paths to monetize – from big influencers scoring sponsorship deals, to everyday users earning affiliate commissions on product recommendations. And consumers get to enjoy the thrill of discovering cool new products through content, then buying instantly with a few taps.

For brands and sellers: If you haven’t yet, consider getting your products onto TikTok Shop or partnering with TikTok creators. Even Amazon sellers who traditionally focus on Amazon SEO are finding that TikTok videos can drive meaningful traffic and reviews to their listings. The key is authenticity – TikTok’s audience responds to content that is fun, genuine, and engaging, not overtly polished ads. Encourage UGC, work with micro-influencers who truly like your product, and let them creative freedom to present it in their own style. The payoff can be huge in brand buzz and conversion lift.

For content creators: TikTok’s marketplace evolution means there are more ways than ever to earn income doing what you love. Focus on growing an engaged community first. Even with a few thousand followers, you can join TikTok’s affiliate programs or find brand deals off-platform. As you grow, aim for that Creator Marketplace eligibility – it can open doors to bigger collaborations. But never underestimate the value of your unique voice and niche; brands are often more interested in how connected you are with your audience than sheer follower size. Keep content quality high, stay updated on TikTok’s new features (like live shopping), and take advantage of resources like the Creator Academy to polish your approach to brand partnerships.

TikTok’s rise in the social commerce ranks is a reminder that the future of shopping is social, interactive, and creator-driven. The platform that once was doubted as a fad is now setting trends in how products are discovered and sold online. Whether you’re a marketer, an entrepreneur, or a creator, aligning with this trend can be incredibly rewarding. Stay agile – TikTok’s rules and algorithms can change – but build on the fundamentals: creative content, community engagement, and authentic storytelling. With those, you can ride TikTok’s marketplace wave and potentially go viral in more ways than one.