TikTok is enhancing its in-app shopping experience with a new “Most Loved” tag, designed to highlight highly rated products on TikTok Shop. The feature aims to help users make informed purchasing decisions by showcasing items that have received positive feedback from other shoppers – as well as obviously promoting the success of the shopping features themselves.
According to TikTok, the tag will be assigned to products based on multiple factors, including customer ratings, return rates, shipping times, and overall service quality. By incorporating these metrics, the platform hopes to create a more reliable shopping environment, where users can trust that highly endorsed products meet expectations.
This addition aligns with TikTok’s broader push to expand its e-commerce footprint, particularly in Western markets. While in-app shopping has been highly successful in China—where TikTok’s local counterpart reportedly drove over $500 billion in sales in 2024—TikTok Shop is still working to establish itself in regions like the U.S. and Europe. Despite these challenges, TikTok’s in-stream sales exceeded $30 billion last year, signaling steady growth.
The “Most Loved” tag will be applied across various product categories, including beauty, fashion, electronics, home goods, and personal care. TikTok hopes this feature will improve user confidence in its marketplace while driving increased engagement and sales – namely by ensuring that desirable products are shown first and foremost. This could also have the advantage of convincing unsure users that the shop feature is worth it, mostly by giving them a first impression with products that are either highly popular or otherwise well-rated.
As TikTok continues to refine its e-commerce strategy, features like this could play a key role in encouraging more users to shop directly within the app. Given the massive income seen through its sister site Douyin, achieving even a fraction of that with TikTok could massively increase the platform’s overall value and power compared to its peers and competitors.
