Short answer: TikTok Shop lets you set affiliate commission anywhere from 1% to 80%. A common structure is a moderate rate in open collaboration for discovery and a higher rate in targeted collaboration for creators who have proved they sell. Third-party benchmarks put beauty at roughly 12–15% open and 18–22% targeted, but your real ceiling is your margin: commission, TikTok's fee, VAT, product and shipping all come out of the same price.
The rules that matter
From TikTok's help centre and Seller University (open collaborations, target collaborations, Setting Up Affiliate Collaborations):
| Rule | Why it matters |
|---|---|
| Commission can be set from 1% to 80% of GMV per order, in both open and targeted collaboration | There's no platform minimum to hide behind; creators compare your rate with similar products. |
| A targeted rate always overrides the open rate for that creator, even if it is lower | Never invite a creator to a targeted collaboration at less than your open rate. |
| A creator gets one rate per product | If a product is in both, the targeted rate is the one paid. |
| You can set a separate, optional Shop Ads commission for orders that come from ads using creators' videos | Useful once you start boosting creator videos. Without it, ad-driven orders pay the standard rate. |
| Changes aren't instant: TikTok's US Seller University says targeted changes take effect after 5 days and open changes after 30 days | Cutting an open rate takes a month to land, so set one you can sustain. Check the timing in your UK Seller Centre's commission history. |
What other sellers offer
TikTok doesn't publish category averages. The benchmarks below come from a third-party guide (Shortform Nation) that describes them as compiled from marketplace data, agencies and seller communities. They appear to be US-oriented and their method isn't published, so use them as a sense-check, not a target. A UK-focused guide puts typical UK rates at about 10–20% (Hubfluence).
| Category | Open collaboration, typical | Open, competitive | Targeted, typical |
|---|---|---|---|
| Beauty & personal care | 12–15% | 18–20% | 18–22% |
| Health & wellness | 12–15% | 18–20% | 18–22% |
| Fashion & apparel | 10–13% | 15–18% | 15–18% |
| Home & kitchen | 10–12% | 15–18% | 15–18% |
| Jewellery & accessories | 12–15% | 18–20% | — |
| Pet products | 12–15% | 15–18% | — |
| Food & drink | 10–15% | 18–20% | — |
| Electronics & tech | 5–8% | 10–12% | 10–13% |
Work out the most you can pay
Start from what's left of each sale after everything except commission, then decide how much of that you're willing to give to creators. A simplified example for a VAT-registered UK seller:
| Line | Per order |
|---|---|
| Selling price (including 20% VAT) | £20.00 |
| VAT (1/6 of the price) | −£3.33 |
| TikTok Shop commission (9% standard rate; check your category) | −£1.80 |
| Product cost | −£5.00 |
| Packing and postage | −£3.00 |
| Left before creator commission | £6.87 (34% of the price) |
If you want to keep £3 profit per order, you can afford about £3.87 for the creator, roughly 19% commission. Remember that free samples are part of what creators cost you, too: add your sample spend to the commission when you judge whether a creator is profitable. Our affiliate commission calculator does this for your own numbers and market, and the UK fee calculator shows TikTok's current fees.
A tiered structure that works
- Open collaboration: a rate you can sustain on every order, high enough to look reasonable next to similar products.
- Targeted collaboration for proven creators: once a creator has sold, invite them at a higher rate. It overrides your open rate for them only.
- Top tier for your best sellers: your highest rate, plus priority samples of new products.
- Shop Ads commission: set it when you start boosting creators' videos with ads, so the creator still earns on ad-driven orders.
Common mistakes
- Copying “competitive” rates without checking margin. A 25% rate that leaves you a loss on every order just scales the loss.
- Inviting someone to a targeted collaboration below your open rate. The targeted rate wins, even when it's lower.
- Cutting rates often. Open-rate cuts take weeks to land and creators notice; it's better to start lower and reward proven creators.
- Paying everyone the same. Creators who sell for you should earn more than creators who haven't yet.
FAQ
What commission should I offer on TikTok Shop UK?
Anything from 1% to 80% is allowed. Third-party guides put typical UK rates around 10–20%, higher for beauty and health. Work out your maximum from your margin first, then offer proven creators more through targeted collaboration.
Does a targeted collaboration rate override the open rate?
Yes. TikTok's guidance says the targeted rate always overrides the open rate for that creator and product, even if it's lower.
How long does a commission change take?
TikTok's US Seller University says targeted changes take effect after 5 days and open-collaboration changes after 30 days. Check the commission history in your UK Seller Centre for the timing that applies to you.
What is Shop Ads commission?
An optional, separate rate for orders that come from ads using a creator's video. If you don't set one, those orders pay your standard rate.
Related guides
Pay more to the creators who actually sell. GMVize shows each creator's sales and trend every week, so you know who has earned a higher commission.