TikTok’s huge global success has been partly built on the success of its “challenges” Copyright AFP/File LOIC VENANCE
TikTok has become one of the biggest social media platforms, and the introduction of TikTok Shop has increased this popularity further. Yet this comes with risks.
Market research company GWI, as requested by 1000 Mines, has revealed that a surprisngly high 58% of TikTok users shop directly on the app, putting a lot of users at risk of being scammed by dishonest thirdparty sellers, as the marketplace attracts fraudulent sellers.
Younger users could be especially affected, with the app’s largest demographic being 1019yearolds, which is concerning as they likely have reduced awareness around identifying a scam. The TikTok ‘shop’ tab promotes deals at extortionately low prices which can entice buyers, but these may be too good to be true in many cases.
The survey analysis has presented advice on how to avoid scams.
Stick to verified sellers and look for contact information
Potential buyers should research a shop before deciding to make a purchase. Many people do this anyway when shopping online, but they should be extra thorough on TikTok Shop, which features products from independent thirdparty sellers such as Depop and eBay.
One thing users can do is check shop ratings and reviews to see previous customers’ experiences with the seller. Since almost anyone can sell on TikTok, it’s best to avoid unverified sellers. Verified shops have a blue tick mark, indicating that they are who they say they are. When deciding whether a seller is legitimate, users should look for ways to contact them. Trustworthy shops should provide clear and accessible contact information, such as an email address, phone number or business website.
Be aware of ‘too good to be true’ ads
Consumers should be aware of advertisers on TikTok who are paid to promote a product. These adverts can be misleading and do not necessarily represent the advertiser’s true opinion, and there’s no guarantee that the advertiser has used the product.
TikTok advertisers operate under full transparency, and paidfor adverts are labelled as such. After recognizing an ad, potential buyers should avoid making an impulsive purchase, making sure they research the product and think about whether they genuinely want or need it.
Understand TikTok protections and check for secure payment options
Shoppers should be aware of the protections offered by TikTok and their limitations. The app offers refunds within 30 days for products that never arrive, are defective or do not match their description, but it is unclear how wellregulated this is.
Consumers can also report fraudulent sellers and products that break the rules. Despite this, some scammers remain, and many people still have issues, but TikTok ultimately takes no responsibility for sales made on the app.
Furthermore, TikTok claims to vet sellers, but many people have found creating a shop to be too easy. Users shouldn’t rely on the app’s protections to cover them in case a sale goes awry and should instead exercise caution.
Users should only purchase if secure, trusted payment methods like PayPal or credit cards that offer buyer protection are available. This feature ensures that users are covered by their credit card company if the purchase turns out to be a scam.
Avoid purchasing certain products that carry a high risk
Electricals are a risky purchase as those found on online marketplaces are not subject to the same safety checks as those sold by retailers. Therefore, electricals sold on TikTok Shop, particularly by unverified sellers, could be unsafe or faulty.
These items also tend to be expensive, and purchasers risk losing a lot of money should the item prove fraudulent. Shoppers should also only purchase items that feature highquality photos taken by the seller to ensure they have the product they claim to be selling.
Health and beauty products, or anything perishable, may also not have undergone the appropriate testing or safety regulations. Double check their validity before purchasing them as they may be unsafe.
Research prices, and trust your instincts
Unreasonably low prices that cannot be matched elsewhere are a red flag and are likely to be too good to be true. Consumers should be particularly careful when shopping for branded or designer items and understand that if these are being sold cheaply, they may be counterfeit.
If the shop lacks professionalism or just doesn’t feel right, consumers should steer clear. Users should use their common sense and always weigh up whether the risk is worth the reward as TikTok Shop is unlikely to ever be the safest and most reliable option.
