Pure Beauty

TikTok Shop challenges Amazon Prime with same-day fulfilment service in UK

By Julia Wray | Published: 9-Aug-2023

The Fulfilled by TikTok programme has rolled out nationally following a trial period from November 2022

TikTok is nipping at the heels of Amazon Prime with the introduction of a logistics programme to make it easier for brands and retailers to sell on TikTok Shop in the UK. 

Called Fulfilled by TikTok (FBT), the service is designed to help free sellers from logistics, enabling them to focus on marketing and content via the popular social media platform. 

FBT offers users same-day, automated fulfilment for all orders made by 7pm from Monday to Saturday, as well as a next working day premium delivery service.

Also included in the service are improved customer feedback and ratings through the company’s instant messaging service and customer service employees, and improved metrics in terms of reduced delivery times.

The fulfilment programme is now rolling out to all UK merchants, having been trialled by a select number of sellers beginning November 2022. 

To be eligible to take part in FBT, merchants must be based in and delivering to the UK, and packages must not exceed a weight of 30kg or a cubic volume of 31.5 cubic litres per shipment, said the company. 

Under FBT, sellers who sign up hand over a volume of their stock, which is then stored at a warehouse. 

Users can select which items they would like to store and ship through FBT, with TikTok Shop charging fees for warehousing, shipping and added-value services such as labelling, pre-packing and inserting leaflets.

The company has also launched a dedicated FBT portal to provide brands and retailers with information and guidance.

“As TikTok Shop continues to grow in the UK, we are committed to providing a seamless merchant experience,” a TikTok spokesperson told Cosmetics Business.  

“Our new logistics service, Fulfilled by TikTok, offers an option which shortens delivery times and improves the shopping experience for our community. 

“This service allows fast-growing TikTok Shop merchants to focus on providing entertaining content and fantastic products, enabling them to thrive.”

The spokesperson declined to comment on whether FBT would become available beyond the UK. 

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