TikTok Shop wants a company number and takes up to 6 days to approve you

TikTok Shop puts checkout inside the app: the buyer watches the video, taps the product and pays without leaving the network. For a store, that changes the question. It is no longer whether to be there — it is what the channel demands before it lets you sell.

Much of what circulates on the subject is blog guesswork. What follows came from the channel's own pages, checked in October 2026.

Only registered companies sell

In Brazil, TikTok Shop registers only sellers with an active company number. The accepted legal entities are MEI, EI, SLU, EIRELI, LTDA, S/A and NGOs. The legal representative must be at least 18, hold Brazilian government-issued ID and must not be tied to a government body, a party or a politician.

Anyone holding only a personal tax number is not shut out of the platform, but comes in through another door: as an affiliate, promoting other shops' products for commission. They are different roles, and mixing them up is the most common mistake people make when they start researching the channel.

At sign-up, TikTok asks for the representative's photo ID, tax number, two verification selfies — one of the face, one holding the document — the company document, the registration details and a bank account in the company's name. Personal bank details do not pass validation, and that tends to surface late, once the shop is already selling and the payout stalls.

The review takes 2 to 6 days — and nothing goes live before it

Once submitted, the official review takes 2 to 6 days. No product goes live until the account is approved. The wait is not dead time: shipping, warehouse and products can be set up, and the TikTok account linked, while the review runs.

What sends sign-ups back to the queue most often is paperwork: everything must be submitted in colour, high resolution, fully legible and in date. A photo taken over a dark desk, or a print of a compressed PDF, comes back as a pending item.

Approved is not unlocked

This is the point that breaks media plans. Every newly approved seller enters a trial period that caps how many orders a day and how many listings the shop can have. Pouring budget in during week one accelerates nothing — it hits the account's own ceiling.

The catalogue does not sync itself

Once the shop is approved, the part that eats the most time begins: getting products out of your platform and into the channel. There are three routes, in this order of preference.

• The platform's own connector app. On Shopify, TikTok for Shopify syncs catalogue, inventory, shipping and order data. It needs a complete Brazilian location on the store and, above all, the product published to the TikTok sales channel — a product outside the channel simply does not exist for it. On Nuvemshop, the published integration is TikTok Shop by Base: it works, but it is an external app with its own subscription, charged per order on the paid plan. That cost belongs in the maths before the channel's commission, not after.
• An integration hub. For anyone already selling across marketplaces who wants a single panel: Magis5, Anymarket, Plugg.to, Bling, Olist/Tiny and Base all advertise live integrations. Ask each one in writing what it actually syncs — price, stock, orders, shipping labels — what it costs per order, and who answers when syncing fails.
• Manual listing. Fine for a small catalogue or a test. It does not scale, and stock goes stale.

On WooCommerce, take note: the official TikTok plugin is still maintained for pixel and ads, but it dropped TikTok Shop functionality from June 2026. Anyone relying on it to sell needs a third-party connector or a hub.

The fields that stall syncing

The channel asks for attributes the source platform either lacks or treats as optional. Without them products fail one by one, and the fix is manual:

• Weight and dimensions — without them shipping will not calculate and syncing fails;
• Size charts, required in some categories, such as fashion and footwear;
• Product certification, required in regulated categories;
• The TikTok Shop category per product, which is what decides which of the fields above become mandatory.

There is also a physical limit that shapes your mix: every new seller in Brazil starts on platform shipping, which takes nothing over 30 kg or 60x60x60 cm. Switching to your own carrier is not self-service — it goes through the account manager. An operation built on bulky products has to settle that before advertising, not after the first order.

The maths that decides whether it is worth it

The channel's entry offer is aggressive right now: 60 days commission-free, capped at R$17,000, conditional on completing the seller missions, plus automatic enrolment in the shipping fee programme, which charges 6% per order capped at R$50 per item. It is an acquisition campaign, not a standing rule — margin built on it breaks when the window closes.

Add it all up before pricing: channel commission, shipping fee, the cost of the connector or hub, and the operational cost of keeping the catalogue in sync. It is the same maths as any marketplace, with one difference — here, content is part of the cost of acquisition.

What to do this week

• Check that the company registration is in good standing and the bank account is in the company's name;
• Gather the documents to the required standard: colour, legible, in date;
• Audit the catalogue on the fields that stall it — weight, dimensions, size chart and category;
• Decide the integration route before opening the sign-up, because it changes what has to be ready.

A note on scope, so there is no misunderstanding: WIG does not open or run TikTok Shop for clients. What we do is what comes after the channel is live — media, creative, CRM and the data reading that tells you whether it is paying off. The step-by-step for opening it, with the real screens at every stage, is in the support material on opening a TikTok Shop, which also carries the list of official URLs to check when the rules change — and they do.

If the question is not how to get in but whether it is worth getting in now, that is the kind of question the diagnosis answers by looking at the operation you already have.

Sources: Seller registration FAQ and Seller registration in the TikTok Shop Academy, plus the official Shopify connector guides, the app page on the Nuvemshop app store and the changelog of the official plugin on WordPress.org.