Shopee and TikTok Shop Issue New Seller Rules
Thailand’s major e-commerce platforms are strengthening compliance requirements.
Recently, Shopee and TikTok Shop released important updates. The new rules focus on:
- Seller contact information (Shopee)
- AI-generated content (TikTok Shop)
These are not small changes. They directly affect:
- Store survival
- Account safety
- Fund security
- Compliance risks
Cross-border sellers should pay close attention.
Part 1: Shopee Strengthens Seller Contact Verification
Shopee clearly states that it must be able to contact sellers at all times during registration and operation.
The main goals are:
- Keep stores operating smoothly
- Handle account, order, and payment issues quickly
- Confirm information during compliance checks or risk reviews
What Information Must Sellers Provide?
Sellers must provide and maintain:
- Contact person’s full name
- A working phone number (able to receive calls and SMS)
- A valid and active email address
Important:
This is not a one-time requirement. The contact details must remain true, updated, and reachable at all times.
How Will Shopee Contact Sellers?
Shopee may contact sellers through:
- China Seller Center notifications
- Registered email
- Registered phone number (SMS or phone call)
Sellers are required to log in regularly and check platform messages.
What Sellers Must Do
To stay compliant, sellers should:
- Keep contact information accurate and active
- Respond to platform messages quickly
- Cooperate with account checks within the given time
This may include:
- Account verification
- Business qualification review
- Order or payment investigations
What Happens If the Platform Cannot Reach You?
If a seller is considered unreachable or uncooperative, Shopee may:
- Require new account verification
- Restrict or suspend the store
- Freeze funds or deduct deposits
- Report serious violations to authorities
In short, managing your contact information is now a key compliance issue.
Part 2: TikTok Shop Defines Clear Limits for AI-Generated Content (AIGC)
TikTok Shop Southeast Asia also released new rules about AI-generated content (AIGC).
AI tools are allowed, but only as creative support.
They cannot be used to mislead customers.
Three Golden Rules for Using AI Content
Rule 1: Do Not Misrepresent the Product
AI-generated images or videos must match the real product, including:
- Color
- Size
- Material
- Function
- Design and shape
Prohibited actions include:
- Showing features the product does not have
- Making the product look more premium than it actually is
Rule 2: Do Not Fake Usage Results
Sellers cannot use AI, filters, or editing tools to create fake results, such as:
- Skin whitening or slimming effects
- Hair growth
- Skin repair
- Major changes to a person’s appearance
This rule applies to both real people and virtual AI characters.
Rule 3: Do Not Create Fake Stories to Push Sales
Sellers must not use AI to create false stories, such as:
- Emotional or tragic stories to gain sympathy
- Fake disasters or crisis situations
- Psychological pressure to force customers to buy
TikTok Shop clearly states:
Emotional marketing is not the same as false marketing.
If content is considered misleading, penalties may apply.
Compliance Is No Longer Optional
These updates show a clear trend:
Thailand’s e-commerce platforms are strengthening compliance control.
For cross-border sellers, compliance is not only about product registration. It also includes:
- Account management
- Contact information accuracy
- Marketing content control
- AI usage responsibility
In today’s Thai e-commerce market, selling products is not enough.
Long-term success depends on compliant and stable operations.
If you need support on Thailand e-commerce compliance, import compliance, or platform risk management, Wellion’s team is ready to assist.
Leave a Reply