Only people who bought a product through TikTok Shop can review it, after it's delivered, and as of Nov 2026 they get 60 days: the US seller help counts from the day the order shows as Delivered, the UK policy from the day you received it. You can edit your review whenever you like, and the seller can't delete it; all they can do is report it to TikTok as incorrect, invalid or abusive.
I've built this from TikTok's own seller rules: two US Seller University articles on customer reviews and review policy, and the UK Customer Review Policy for Sellers. They're written for sellers, so the screens you see as a shopper can vary by app version and country, and the US and UK wording doesn't always match. Where it differs, I'll tell you which is which.
Who can review, and how long you've got
| Question | US seller help | UK seller policy |
|---|---|---|
| Who can leave a review? | Customers who bought through TikTok Shop, once the product's delivered | Only customers who bought from a seller on TikTok Shop |
| How long do you have? | 60 days from the order being marked Delivered | 60 calendar days from the date you received the order |
| How many reviews? | One for each product you bought | One per product ordered, and never one review for a group of orders |
| Can you edit it? | Yes, any time after you submit | Yes, any time, and sellers mustn't ask you to |
| Can you remove it? | You can delete it any time | You can ask TikTok Shop to remove it |
| Does a refund remove it? | No, it stays visible even after a full refund | No, it stays visible after a return and refund |
| Imported reviews from other sites | Labelled with the site they came from, and they don't affect ratings or search ranking | Marked as from a third party platform, and counted in the overall star rating |
That last row is a real difference, not a typo. In the US help, reviews a seller imports from elsewhere sit on the page but don't move the product's rating. In the UK policy they're included in the overall star rating. The UK policy also says TikTok Shop may show reviews from buyers who shopped in other countries.
How to leave a review
- Wait until the product's been delivered. Reviews open after delivery, not at checkout.
- Look out for the reminder. The US help says TikTok Shop sends review reminders through the app.
- Pick a star rating. Every review includes one.
- Add words if you're asked to. Some reviews need text, while photos and video are optional.
- Review each product on its own. Three different items in one order means three separate reviews.
- Come back and edit it if your opinion changes after a few weeks of use.
Two small things help other shoppers. Leave your name, face and personal details out of photos, because the US help says reviews shouldn't show personal data. And if you'd like a reward for your effort, the next section explains when one's on offer.
What an incentivized review label means
Sellers aren't allowed to pay for reviews, with one exception: TikTok Shop's official Incentivized Review feature. In the UK policy, sellers can offer an incentive only to verified buyers, only through that feature in Seller Center, and only for a review with at least one picture of the product and at least 11 words. The US coupon guide sets the same 11 word bar and accepts a picture or a video, and TikTok has to approve the review.
Here's the insight that matters if you're reading reviews. A reward doesn't buy a good rating. The UK policy says the customer still gets the reward, and the review is still published, whether it's a 1 star or a 5 star review. The US guide agrees that negative reviews qualify. Incentivised reviews are labelled, with a TikTok Shop logo if TikTok gave the reward or the seller's logo if the seller did, and the UK policy says they're never ranked above reviews with no reward attached. TikTok Shop itself may also offer small rewards, such as vouchers, to buyers who leave reviews.
Can a seller delete a bad review?
No. Both the US help and the UK policy are clear that sellers can't delete reviews. They can report one they think is incorrect, invalid, abusive or fake, and TikTok decides. In the US, reports go through the Product Ratings page in Seller Center. In the UK, the policy says reported reviews are checked by human moderators rather than an automatic process, while new reviews are screened by an automatic system before everyone can see them.
Reviews stay public until the product's removed from TikTok Shop. If the seller relists it, the old reviews aren't restored, so the reviews you see belong to that listing, not the product's whole history.
Refunds don't wipe the slate
This surprises a lot of people. Getting a refund doesn't take your review down. The US help says reviews stay visible even if the product is fully refunded, and the UK policy says the same for returned and refunded products. So you can return something faulty and still warn the next buyer.
For sellers, those reviews feed a number TikTok watches closely. The US Review Policy says a rating of 1 or 2 stars out of 5 counts as negative, and the Negative Review Rate is the number of 1 and 2 star product reviews divided by orders delivered over the last 60 calendar days. TikTok tracks it for the whole shop and for each product, and sorts negative reviews into product, logistics and service problems.
The review rules sellers have to follow
Outside the official feature, TikTok's US rules ban sellers from offering anything in return for a review, whether that's in a message, a short video or a LIVE. That includes:
- discounts, refunds, rebates and reimbursements
- cash or gift cards
- free products or extended warranties
- cards in the parcel asking for a positive review
Sellers also can't discourage reviews, ask you to change or remove one, ask only their happy customers, push you to customer service instead of posting a review, keep asking you to review, or use a service that sells reviews. The UK policy goes further: sellers mustn't ask a customer to leave a review at all, or get family members or the manufacturer to post one.
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Breaking these rules has teeth. The US help says one promotional card in a parcel might earn a warning, while repeated manipulation can lead to shop suspension, and the policy lists removing listings, violation points and removing selling privileges. If a seller offers you cash or a free product for five stars, that's a breach of their own rules, and I'd treat the shop with caution. For the wider question of buying safely and getting refunds, see whether TikTok Shop is safe to buy from.
What I'd do as a shopper, and as a seller
As a shopper, I'd read the 1 and 2 star reviews first, then the ones with photos. I'd treat the incentivized label as a note, not a red flag, because the reward is paid out whatever the rating. Skip any listing where the seller is begging for five stars in the comments or the parcel.
As a seller, I'd put the effort into what stops bad reviews in the first place: accurate listings, fast dispatch and quick replies. If you want more reviews, use the official incentivized review feature and nothing else. Reply to every negative review politely and publicly, because the reply's visible to everyone and the review isn't going anywhere. If you're still setting up, my TikTok Shop seller walkthrough covers the basics, and a breakdown of the TikTok Shop seller fees helps you work out what a review reward will set you back.
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Frequently asked questions
How long do you have to leave a TikTok Shop review?
60 days. The US seller help counts from the day the order is marked Delivered, and the UK policy counts 60 calendar days from the date you received the order.
Can a seller delete a TikTok Shop review?
No. Sellers can only report a review they think is incorrect, invalid, abusive or fake, and TikTok decides whether to remove it.
Do TikTok Shop reviews disappear after a refund?
No. Both the US help and the UK policy say reviews stay visible even when the product is returned and refunded.
What does incentivized review mean on TikTok Shop?
It means the buyer got a reward, from the seller or from TikTok Shop, for leaving a review with at least 11 words and a picture. The reward is paid whatever the rating, and the UK policy says these reviews aren't ranked above ones with no reward.
Can I edit my TikTok Shop review?
Yes. You can edit your review at any time after you submit it, and in the US help you can also delete it.
