A Complete Guide to Negative Feedback on TikTok Shop: Impact and Improve Strategies

In operating a TikTok Shop store, the platform assesses store ratings across multiple dimensions, such as the commonly seen store rating, logistics speed, and service quality. The level of the store rating directly impacts store weight, advertising effectiveness, and ultimately influences store traffic and order conversion. Therefore, it is crucial to pay close attention to buyer feedback, particularly avoiding negative feedback and boosting positive feedback to enhance traffic and order growth.​

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I. What Counts as Negative Feedback on TikTok Shop?​​

Negative feedback encompasses various buyer actions. TikTok Shop primarily focuses on the following three types of buyer feedback:​

1.Buyer Return/Refund Reasons​

It is normal for buyers to request returns or refunds after placing an order, and they must select a reason when applying. However, if the application involves reasons primarily related to the product, packaging, or shipping itself, it will be considered negative feedback, such as:​


	

	
Product doesn't match description​
	
	

	
Package or product is damaged​
	
	

	
Received parcel, but some items were missing​
	


2.Buyer Low-Star Product Reviews (1-2 stars)​

After receiving their package, buyers can leave product reviews, evaluating multiple aspects like the product, service, and logistics. Reviews rated 1 to 2 stars are considered negative feedback.​

3.Buyer Complaints​

After placing an order, if buyers have issues with product quality, find problems with the item, or experience poor customer service, they might contact the seller or platform customer service. If unresolved, buyers may directly file a complaint with the platform, which negatively impacts the store.​



 

II. Types of Negative Feedback on TikTok Shop​​

TikTok Shop categorizes negative feedback mainly into two types: product-related and service-related.​​

1.Product-Related Feedback


	
Defective or low-quality items​
	
Products that don't match the description​
	
Misleading images or claims​
	
Suspected counterfeit products​


2.Service-Related Feedback


	

	
Missing components or free gifts​
	
	

	
Receiving the wrong item, size, or color​
	
	

	
Slow or unhelpful chat replies​
	
	

	
Rude or unprofessional responses​
	


Tips: Delivery or courier-related delays are not counted as seller-related feedback.​





 

III. How Customer Feedback Affects Your Metrics​​

1.Negative Review Rate (NRR)​

1) Definition:​

This measures the percentage of delivered orders that received 1–2 star reviews in the past 30 days. It helps you track how often customers leave low ratings.​

Tips: Review repeat issues in your low-rated reviews to identify common problems and fix them early.​

2) How to View NRR:​

a.Go to Seller Center​

b.Click on Data Compass on the left-hand panel​

c.Click on Post Purchase​

d.Select Negative Review Performance​

e.View the detailed breakdown of products that received negative reviews​



2.Seller-Fault Return/Refund Rate (SFRR)​

1) Definition:​

This shows how often customers return items or request refunds for reasons related to product quality, incorrect items, or other seller issues.​

Tips: Watch for repeated return reasons - they're often early signs that something in your product, listing, or fulfilment process needs improvement.​

2) How to View SFRR:​

a.Go to Seller Center​

b.Click on Account Health > Store Rating on the left-hand panel​

c.Scroll down to the Product Satisfaction section​

d.Under Seller fault R&R rate, click Details​

e.View a breakdown of top reasons and top products driving returns/refunds​

 

IV. How to Avoid Negative Feedback on TikTok Shop​​

1.Optimizing Your Listings​


	

	
 Use clear product descriptions, including titles, photos, and detail page descriptions. Showing the product in actual use scenarios is even better.​
	
	

	
Avoid exaggerated or false product claims.​
	
	

	
Comply with TikTok Shop policies and local laws.​
	


2.Pack and Ship Carefully​


	

	
Use proper packaging, especially for fragile items.​
	
	

	
Double-check item type, size, and quantity before shipping.​
	
	

	
Ensure shipped products match the listing and include all bundled or free gifts.​
	


3.Provide Excellent Customer Service​


	

	
Utilize tools like Duoke to improve store response rates. AI can reply to buyer messages quickly, accurately, and politely, enhancing buyer satisfaction and avoiding decreased response rates due to slow replies (aim to reply within 12 hours).​
	
	

	
Handle buyer inquiries, especially after-sales issues, promptly and professionally. AI sentiment analysis features can help quickly identify buyers with negative emotions and alert customer service to address issues swiftly.​
	
	

	
Respond promptly to buyer reviews, especially for negative feedback or product questions. Never force buyers to modify or delete product reviews.​
	




4.Regularly Review Store Data and Analyze Buyer Feedback​


	

	
Use analytics sections, like Duoke, to quickly view reasons for buyer return/refund requests and get summarized data. Monitor metrics like the negative review rate and adjust strategies accordingly.​
	
	

	
Take action on listings that receive repeated complaints — consider improving, editing, or temporarily unlisting them.​
	


 

In summary, feedback regarding both products and services is crucial, serving as key metrics for seller store assessment. Of course, if you have doubts about buyer feedback or believe platform actions are incorrect, promptly file an appeal in the Seller Center to protect your store's rights.



Duoke is an AI intelligent customer service reception tool that integrates customer messages from multiple platforms such as Lazada, Shopee, Tik Tok Shop, Mercado, Facebook, etc.It unifies the management of multiple platforms and multiple stores, and centrally and efficiently processes customer messages.