In September 2025, the cross-border e-commerce community was given a serious "wake-up call" by a new rule from TikTok Shop—a new regulation announced that starting September 25, the platform would crack down hard on "repetitive, non-interactive content," with minor violations resulting in traffic restrictions and severe violations leading to account bans.
This is not just a "big clean-up" by the platform, but more like a bucket of cold water poured on all sellers still relying on "batch video editing and mass posting with multiple accounts": The "lying flat and earning easy money" era of short video e-commerce is truly over.
Image source: Internet
I. New Regulation Red Line: What Content Will Get You in Trouble?
Many sellers may think "repetitive content" just means "posting the exact same video twice," but this time TikTok Shop has set a very strict standard. These four common practices actually all cross the line:
"Staged" filler videos:Only filming the product spinning or hands unboxing, with no useful information at all—for example, selling tableware and shooting a 10-second close-up of a plate without mentioning the material or usage, just a pure "ineffective display";
"Three-nothing" mechanical videos:No face on camera, no real person voiceover, just text-to-speech reading parameters, for example, "This pot has a diameter of 28 cm, suitable for 3-4 people," with no warmth or interpretation;
"Copy-paste" multi-account distribution:Using the same material with different background music or filters, then posting with 10 small accounts, thinking you can "cast a wide net," but the platform can spot it instantly;
"Direct transfer" cross-platform reposting:Simply translating subtitles of viral Douyin videos from China and posting them directly on TikTok—for example, the "bargaining drama" popular in China, which overseas users don't buy into at all and may even find "deliberate and awkward."
As for penalties, what's more fatal than reduced traffic is "trust collapse":
Minor violationswill cut your video exposure in half—if you used to reach 100,000 people, now maybe only 20,000;
If you violate multiple times, your e-commerce privileges will be directly revoked, all your previously accumulated followers and store ratings will be reset to zero—basically, you'll have to "start all over again."
Image source: Internet
II. Stop Complaining About "Involution"! The New Rule Is Actually Making Room for Quality Sellers
Many sellers complain that "the platform is getting stricter," but from another perspective, this new rule is actually "helping you clear out competitors."
A few years ago, when short video e-commerce was just starting, it was true that "any random video could go viral"—around 2020, some sellers went viral just by filming "spatulas hitting pots" for stress relief, and that could make a non-stick pan popular.
But now it's different: after spending a long time on TikTok, users' aesthetics and needs have both upgraded. What they want is not just to "see the product," but to "see how the product solves my problem" or "see how the product can make my life look better."
Those sellers who relied on "low-quality mass content" were actually "dragging down the reputation of the entire track"—if users see 10 similar cookware videos, they might end up buying none, and instead develop a "cheap impression" of such products.
Now that the platform is clearing out this kind of content, it actually gives sellers who put real effort into their content more traffic opportunities.
For example: for sellers of pots, previously, "filming a pot spinning" and "filming 'making a non-stick fried egg with this pot'" might have gotten similar traffic; after the new rule, the latter will have a more obvious advantage—because it has a scenario and value, and users can directly get "what's good about this pot."
Image source: TikTok
III. Here Comes the Key Point: 4 Practical Methods to Help You Quickly Adapt to the New Rule
Complaining is useless; proactive adjustment is the key. Based on recent experience helping several kitchenware and home sellers with content, here are some practical tips:
1. Grab the "Golden 3 Seconds": Use the Opening to Retain Users
TikTok users swipe videos faster than you think. If you can't grab them in the first 3 seconds, no matter how good the rest is, it's useless.
Here are two simple and effective opening ideas:
Highlight the pain point: If you're selling thermos cups, start by showing "hot water just poured in winter, cold after 1 hour," with the caption "Do you also always end up drinking cold coffee?"—instantly hitting the need;
Eye-catching contrast: If you're selling storage boxes, start by showing a "messy drawer," then switch in 1 second to a "neatly organized drawer with storage boxes," paired with a rhythmic BGM for maximum visual impact.
2. Reject "Simple Display": Make Your Content "Valuable"
Many sellers fall into a trap: "As long as I show the product clearly, it's enough," but users are not buying the "product itself," they're buying the "benefits the product brings."
For example, selling tableware:
Don't just show "this tableware looks good," you can show "using this tableware to plate food, even ordinary takeout can look Instagram-worthy," highlighting "enhancing the sense of ritual in life";
Don't just say "this tableware is durable," you can show "used for half a year, washed in the dishwasher 20 times, and the pattern hasn't faded," using real scenarios to prove quality.
You can even try "DIY usage"—for example, if you're selling kitchen scissors, show "cutting chicken bones, opening nuts, cutting vegetable flowers" in one video to demonstrate three uses, making users feel "these scissors are really practical."
Image source: Internet
3. Create a "Content Self-Check List"—Don't Wait Until You Violate to Regret
Compliance is not "based on feeling," but "based on process." Sellers are advised to make a simple self-check list and tick it off before posting each video:
✅ Is there a real person on camera/real person voiceover?
✅ Is at least one core selling point of the product clearly explained (e.g., non-stick, space-saving)?
✅ Is the content duplicated with other accounts (especially your own sub-accounts)?
✅ Have you considered cultural differences (such as avoiding memes unfamiliar to overseas users)?
In addition, spend 1 hour each week reading TikTok Shop's official announcements. Don't wait until the policy changes and you don't know about it—for example, this new rule actually had rumors of a "crackdown on low-quality content" three months ago, and sellers who adjusted early have already adapted by now.
4. Value the "Interaction Closed Loop": Use Feedback to Optimize Content and Products
Interaction not only boosts your account's weight, but also helps sellers find users' real needs. For example:
If a user asks, "Can this pot be used on an induction cooker?" you can shoot a video "testing this pot on an induction cooker," which not only answers the question but also adds another piece of quality content;
If a user says, "It would be great if there was a small size," you can relay that to the product selection team, or even shoot a "usage scenario for small-sized cookware" to warm up the new product in advance.
Interaction not only boosts your account's weight, but also makes users feel "this brand is really listening to us," which naturally builds trust.
IV. To Be Frank: Quality Content Is the "Long-Term Meal Ticket" for Cross-Border Sellers
This time, the new TikTok Shop rule is actually reminding all sellers: cross-border e-commerce has long passed the stage of "making money from information gaps." Now, it's a competition of "content power" and "brand power."
Previously, a kitchenware brand from Yongkang, Zhejiang, went viral on TikTok by filming "dopamine-colored cookware making breakfast" in a scenario-based video. The product sold for 30% more than similar OEM products and still sold well—because users were buying not just a pot, but a "lifestyle of making beautiful breakfasts with this pot."
For sellers, instead of worrying about "how not to violate the rules," it's better to think calmly about "what value my content can bring to users." After all, platform rules may change, but "users always like quality content"—that will never change.
We will continue to share practical TikTok content cases in the future. If you want to learn more strategies, feel free to follow us and let's work steadily together in the cross-border e-commerce track~