The negative review rate is the most important criterion for buyers to judge the quality of the seller’s store operation. Once the negative review rate is too high, it not only means that the products and services provided by the store are lower than expected, but also directly undermines the confidence of subsequent consumers to place orders and repurchase.
In the TikTok Shop platform, the official evaluation of such indicators is extremely strict. If the negative review rate of the goods posted by cross-border sellers is too high, TikTok Shop will also take management measures, and even block the account in serious cases.
1. The main reason for the high negative review rate of TikTok Shop stores
Generally speaking, TikTok Shop customers can submit comments within 60 days (including 60 days) after the logistics is completed. One star or two stars are bad reviews. According to the official standards of TikTok Shop, the negative comments of the store mainly include negative comments on logistics or other products.
Poor logistics evaluation:
1) Damaged packaging
2) Slow logistics/long receiving time
Other negative comments:
1) Poor after-sales service attitude of the merchant
2) Bad reviews without clear reasons
Bad product reviews:1) Poor product safety evaluation
Category 1: Suffocation, explosion, scalding, etc.
Category 2: Almost caused fire, almost exploded, almost burned, carcinogenic, banned and restricted chemical ingredients, redness of the skin, presence of toxic substances, cuts
Category 3: Itchy skin and allergies
2) Poor product quality evaluation
Poor product quality, poor function, version error, exaggerated publicity and counterfeit products.
How to define the evaluation indicators? Sellers can focus on the following four parts:
1) Poor product safety evaluation
Refers to the number of negative product safety reviews received in the past 60 days.
2) Order difference rate (including logistics difference rate)
Refers to the percentage of non-logistics negative reviews of a certain product received in the past 60 days to the number of completed/closed orders for the product.
3) Product bad review rate
Refers to the percentage of negative reviews of all products of a certain product in the past 60 days to the total reviews of the product.
4) Low store responsibility assessment rate
This refers to the percentage of all negative reviews (excluding logistics negative reviews) received by the store in the past 60 days to the total number of store reviews.
2. How to reduce the bad review rate of TikTok Shop
In order to avoid buyers’ negative comments on safety and quality, sellers should ensure that the goods meet the product safety requirements of the destination country and clearly display the use of the goods. If the seller does not know the category specifications he operates in the destination country, he can go to the TikTok Shop Business School to find out.
First, the goods must meet the safety standards of the target country (for example, products sold to the UK need to obtain CE certification)
Second, add product graphic descriptions and operation videos to the business details page
Third, low-quality goods need to be replaced by suppliers to find high-quality goods that meet the standards
Fourth, correct packaging to reduce damage. Take crystal as an example. For internal packaging, each crystal sample needs to be individually protected with foam film. If combined fillers are required, the fillers should be free of bulges; if cartons are used for external packaging, the cartons need to be fully filled with foam film. There is no shaking and no space redundancy. It is best to promote foam bags (paper is required), which are heavier and more expensive.
The above are ways and precautions for TikTok Shop to reduce the rate of bad reviews. Sellers should ensure that the store meets all standards and avoids hidden dangers, so as to better improve store satisfaction and customer repurchase.