TikTok Shop has made significant changes that affect how agencies and brands can contact affiliates. Previously, they could reach out to 500-5,000 affiliates daily, but now the number is restricted based on their GMV (Gross Merchandise Value).
New Contact Limits:
- 50 affiliates for lower GMV
- 500 affiliates for mid-range GMV
- Unlimited contacts only if $1,500 in sales were made in the previous week
Impact on Brands and Agencies
- Reduced Spam: The response rate from affiliates has plummeted from 20% to 0.5%.
- Quality Control: Dropshippers and products from Temu and Shein, often seen as inferior, have been spamming affiliates, prompting TikTok to make these changes.
- Competitive Advantage: Agencies and brands with strong in-house networks will benefit, while new brands will face challenges, making launches more difficult and costly.
Solutions
- Build Your Own Database: Rely less on TikTok Shop's affiliate database.
- Direct Outreach: Email and DM affiliates directly.
- Relationship Building: Focus on cultivating relationships with affiliates.
These changes are beneficial in the long term but require immediate adaptation.
