TikTok for Small Business: How to Start Selling Today

With over 1 billion users worldwide and a rapidly growing e-commerce ecosystem, TikTok has become a powerful platform for small businesses and solopreneurs to reach new audiences and boost sales. Whether you’re a boutique owner, a skincare brand, or a service provider, or someone with an under 40 audience, TikTok offers a unique way to connect through short-form, engaging video content. 

But getting started—especially if you're new to the platform—can be intimidating. It can feel like walking into the cafeteria on the first day of high school when you don’t know anyone. You feel like you’re one lame comment away from ruining your career. 

But don’t worry. There’s a lot of potential out there. And who knows? You might even have some fun.

This guide breaks down the basics of selling on TikTok, best practices for beginners, what to avoid, and concerns about the platform’s uncertain future in the U.S.

Getting Started: Everything You Need to Sell on TikTok
New to TT? Or still working on building an audience. We have you covered. Follow the steps below to get your ecommerce working.

1. Create a Business Account 
Switch to a TikTok Business Account in your settings. This unlocks analytics, a product showcase tab, and access to TikTok's Ads Manager. It will also impact what music you can use in your videos (say good-bye to most trending audio) but it’s a tradeoff that you’ll benefit from. Other benefits include: a clickable website link in your bio immediately as a business account as opposed to an individual account that requires 1,000 followers before you can do that; business accounts have an option to add a business category and contact email; and business accounts have a customizable auto-reply message for DMs (in some regions).

2. Set Up TikTok Shop (if eligible)  
TikTok Shop allows you to sell directly on the platform. To use it, you must meet eligibility requirements (which vary by region), including proof of identity and a business license in some cases.

3. Connect a Product Catalog  
If you’re using Shopify, WooCommerce, or BigCommerce, you can integrate your product catalog with TikTok for easy promotion and tagging.


Best Practices for TikTok Selling for Beginners
TikTok may not work for every industry, but if you’re in health/beauty or clothing and accessories, you should probably give it a whirl. In 2024, U.S. sales in TikTok Shop for health and beauty totaled $1.34 billion, and apparel and accessories sales reached $1.01 billion. Ad that’s not including stats from individual influencers!

While there is no formula to become a viral sensation on this platform, and results will vary by audience and niche, there are several best practices you’ll want to stick with:

Prioritize Authenticity Over Perfection  
TikTok thrives on real, relatable content. You don’t need a production studio—just good lighting, a phone, and your personality. People want to see the face behind the brand. Some of the most popular sales videos are just people talking about products they like and why.

Use Trends—but Make Them Yours 
Jumping on trends (songs—this ability could be impacted by switching to a business account, memes, challenges) can help your videos go viral—but add your own spin. Tie the trend back to your product or service in a way that feels natural. And to use some eighties vernacular—you don’t want to look like a poser, jumping on the bandwagon. If you are going to jump on the bandwagon, make it memorable. Play around with the ideas of “this trend AND…”

Post Consistently and Experiment  
Aim for 3–5 posts per week, more if you can. Try product demos, behind-the-scenes clips, customer testimonials, or how-tos. Try a few posts that show your personality even if they don’t directly mention your product or service. People are, after all, on the channel for entertainment. Pay attention to what performs best and adjust accordingly.

Keep in mind many people have become “TikTok famous” out of sheer consistency. Showing up in someone’s feed every day is going to help them recognize you and know you, making it easier to eventually buy from you.

Add a Clear Call-to-Action (CTA) 
Whether it's “Click the link in bio,” “Check out our TikTok Shop,” or “Follow us for more,” always guide the viewer to the next step. Much of the time they’ll do it if they enjoyed what they watched.

Leverage TikTok Creator Tools  
Use tools like the TikTok Creative Center, Video Editor, and CapCut (free and paid versions) to polish your content. TikTok also offers tutorials and inspiration in the Business Learning Center.

Engage With Comments and Other Creators  
Reply to comments with videos, duet with other creators, or jump into conversations in your niche. The more you engage, the more the algorithm will favor your content.

Use Captions, Hashtags, and Keywords 
Captions and hashtags help TikTok understand and categorize your content. Use niche-specific hashtags (#SmallBusinessCheck, #TikTokMadeMeBuyIt) and keywords in your captions.


Things to Avoid
There are some things that don’t cut the mustard on TikTok. Stay clear of:

• Overly Salesy Content. People scroll TikTok for entertainment. Hard-selling turns people off. Think storytelling first, selling second.
• Ignoring Analytics. Use TikTok’s analytics to understand what content works best—and when your audience is most active.
• Low-Quality Video. Blurry, dark, or hard-to-hear videos won’t keep viewers around. Basic lighting and audio matter.
• Neglecting Your Profile. Make sure your bio clearly states what you offer. Include a link to your website or TikTok Shop.
• Inconsistent Branding. Even if your videos are informal, aim for a consistent tone, aesthetic, or message.

Is TikTok at Risk of Being Banned in the US?
Yes, there is some concern over TikTok’s future in the U.S. due to national security debates and bipartisan legislation. While the app is still fully functional, businesses should diversify their digital presence, which is good advice for any platform that you don’t own. You should:

• Repurpose your TikToks on Instagram Reels and/or YouTube Shorts.
• Grow your email list to maintain a direct line to customers. Social media platforms can become unpopular (or get banned). You want to be able to reach your audience.
• Drive traffic to your website or online store whenever possible.

In short, use TikTok as a growth tool—but don’t rely on it as your sole sales engine.


TikTok Is a Tool, Not a Magic Wand
​If you're new to TikTok, be patient. Building an audience takes time, but the payoff can be enormous—especially for small businesses with niche appeal and a story to tell.

Start small. Be consistent. Show up as yourself. And don’t forget to have fun. That’s what TikTok is all about.

​