For New TikTok Shop Seller：Low store rating? How to create a high-performing store on TikTok Shop?

For new sellers on TikTok Shop, mastering product selection, promotion, and content is only half the battle. The often-overlooked yet critical key to sustained success lies in diligently maintaining your shop's performance metrics. These indicators are not just numbers; they are the core pillars TikTok uses to evaluate your shop's quality. They directly influence your visibility in the platform's algorithm, build (or break) buyer trust, and ultimately determine your shop's growth and longevity. This guide provides a detailed roadmap to managing your shop's health, ensuring you meet platform standards, avoid penalties, and significantly boost customer satisfaction.

 

I. Store Rating: Your Shop's Reputation Score

Your Store Rating is a comprehensive overview of your shop's performance, presented as a score between 0 and 5. It serves as a public reputation badge designed to enhance customer experience.

i. Benefits of a High Store Rating


	

	
Increases shop exposure and buyer engagement.
	
	

	
Unlocks access to more seller promotion tools.
	
	

	
Qualifies you for exclusive seller programs like the Star Shop badge.
	




ii. Factors Influencing Your Score


	

	
Product Satisfaction: Quality matching descriptions.
	
	

	
Fulfilment and Logistics: Shipping speed and reliability.
	
	

	
Customer Service: Responsiveness and problem resolution.
	


 

II. Late Dispatch Rate (LDR): Ship on Time

LDR is the percentage of orders (over 7 calendar days) not updated to "Shipped" status within the required fulfilment timelines.

Your target is to keep it below 4%.



Consequences for High LDR:

Order volume limits may be applied:


	

	
LDR ≥25% but <30%: Cap at 90% of your average daily order volume.
	
	

	
LDR ≥30% but <50%: Cap at 70% of your average daily volume.
	
	

	
LDR ≥50%: Cap at 50% of your average daily volume.
	


 

III. Seller-fault Cancellation Rate (SFCR): Manage Your Inventory

SFCR is the percentage of all orders (over 7 days) cancelled by you or due to your fault (e.g., out of stock, pricing errors), including auto-cancellations for missing shipping deadlines.

Your target is below 2.5%.



Consequences for High SFCR:

Order volume limits apply similarly:


	

	
SFCR ≥15% but <30%: Cap at 90% of average volume.
	
	

	
SFCR ≥30% but <50%: Cap at 70% of average volume.
	
	

	
SFCR ≥50%: Cap at 50% of average volume.
	


 

IV. Seller-fault Return/Refund Rate (SFRR): Ensure Quality & Accuracy

SFRR measures the percentage of orders (last 30 days) returned due to seller-related issues like defective/damaged products, wrong/missing items, or empty packages. Falling below the target hurts your overall shop score and can restrict affiliate marketing access.

 

V. Negative Review Rate (NRR): The Power of Customer Feedback

NRR includes three subtypes assessed over 30 days, each with a target of less than 0.5%:


	

	
Seller-related NRR: Negative reviews about seller conduct.
	
	

	
Product-related NRR: Negative reviews about product quality.
	
	

	
Service-related NRR: Negative reviews about customer service.
	


Tip: Violating performance guidelines can lead to enforcement actions, with repeated offenses incurring stricter penalties.



 

VI. Fast Dispatch Rate (FDR): Speed from Purchase to Carrier

FDR is the percentage of paid orders (over 30 days) handed over and scanned by the Logistics Service Provider (LSP) on time:


	

	
Orders before 15:00: Hand over by 23:59 the same day.
	
	

	
Orders after 15:00: Hand over by 23:59 the next working day.
	


Aim for FDR above 85%.

 

VII. Next-Day Delivery Rate (NDDR): Honor Your Promises

NDDR tracks the percentage of Next-Day Delivery orders (placed from 12:00 AM to 12:00 PM) fulfilled on time, measured over a specific 30-day period.

We recommend maintaining an NDDR above 90%.





Tip for FDR & NDDR:


	

	
Pick-up orders: Have packages ready ("Awaiting Collection") by the courier's pick-up time and marked "Shipped" by 23:59.
	
	
Drop-off orders: Ensure packages are dropped off and marked "Shipped" by 23:59.


 

VIII. Customer Service Metrics: Be Responsive and Helpful

This category includes three key indicators measured over 30 days:


	

	
12-Hour Response Rate: Percentage of customer chats replied to within 12 hours.
	
	

	
Chat Satisfaction Rate: Percentage of rated chats given 4 or 5 stars.
	
	

	
Average Response Time (ART): The average time to respond to all customer messages.
	


Tips:

You must respond to all customer messages—text, stickers, emojis, photos, order cards—every day, including weekends and holidays. If unavailable, use Holiday Mode to pause assessment. Consider using tools like Duoke to assist with automated replies when offline, helping maintain response rates and improve conversion.



In summary, TikTok Shop places high importance on order fulfillment, customer service, and overall shop reliability. By adhering to these performance standards, you not only avoid penalties but also build a trustworthy shop that fosters a positive shopping environment, leading to higher customer satisfaction and repeat business.





 

FAQ

Q: Where can I check my Store Rating?

A: You can check it on both Desktop (Seller Center > Account Health > Store Rating) and the TikTok Shop Seller Center App (Home > Shop Health > Store Rating).



Q: What if I think my Store Rating is calculated incorrectly?

A: Submit a ticket: Help Center > My Tickets > Create New Ticket. Under *Topic*, select "Account Health - Store Rating," and under *Details*, choose "Store Rating Correction."



Q: How does a high FDR benefit me?

A: Benefits include: 1) Higher customer satisfaction and loyalty, 2) Eligibility for Campaigns and Flash Sales, 3) Access to Affiliate Marketing Tools, 4) Qualification for programs like TikTok Mall and Star Shop.



Q: Why does good communication matter?

A: High chat performance helps: Improve customer satisfaction and loyalty, boost your Store Rating to qualify for campaigns and tools, and unlock access to exclusive programs like Mall and Star Shop.



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.