TikTok Shop Expands to More Small Business Categories in October 2025

TikTok Shop announced an expansion of its product categories this month, opening the door for more small businesses to sell directly through the platform. The update adds home services, pet products, artisan goods, and local food and beverage categories — areas where small businesses have traditionally had an advantage over larger retailers.

What Changed

Previously, TikTok Shop in the US was heavily weighted toward beauty, fashion, and consumer electronics — categories dominated by larger brands and influencer-driven products. The October expansion adds over a dozen new subcategories specifically designed for smaller sellers, including:

Handmade and artisan goods (pottery, custom jewelry, woodworking)
Pet products (treats, accessories, grooming supplies)
Home services (cleaning products, organization tools, small home improvement items)
Specialty food and beverage (sauces, snacks, coffee, baked goods)

TikTok says the expansion was driven by demand from both creators and consumers who wanted more variety from small and independent sellers.

Why This Matters for Small Businesses

Social commerce is not a future trend — it is happening now. According to eMarketer, US social commerce sales are projected to exceed $80 billion in 2025, with TikTok capturing a growing share of that market.

For small businesses, TikTok Shop offers something traditional ecommerce platforms do not: discovery. On Amazon or Shopify, customers typically search for what they already know they want. On TikTok, products are surfaced through the algorithm based on user interests, which means a well-made product video can reach thousands of potential customers who were not actively shopping.

The key advantage for small businesses on TikTok Shop is authenticity. Users on the platform respond better to real, unpolished content from actual business owners than to slick, corporate-style ads. If you can talk about your product on camera for 30 seconds, you already have what you need to start.

How to Get Started

1. Apply for TikTok Shop Seller Center. You will need a US business registration, a valid tax ID, and a bank account. Approval typically takes 3-5 business days for the newly added categories.

2. Create product listings. TikTok Shop listings are simpler than most ecommerce platforms. You need product photos, a description, pricing, and shipping information. Start with your top 3-5 products rather than trying to list everything at once.

3. Make content. This is where TikTok differs from every other selling platform. Your product videos are your marketing. Show the product being made, demonstrate how it works, share customer reactions, or tell the story behind why you created it. Aim for 15-60 second videos posted 3-5 times per week.

4. Consider TikTok’s affiliate program. You can invite TikTok creators to promote your products in exchange for a commission on sales. This is especially effective for product-based businesses that photograph or film well.

Managing the Multi-Channel Challenge

Adding another sales channel means more customer inquiries, more orders to track, and more relationships to manage. If you are selling across TikTok Shop, your website, and other platforms, keeping your customer data organized in a centralized CRM like SMBcrm prevents leads and follow-ups from falling through the cracks.

Should Your Business Be on TikTok Shop?

If you sell physical products and your target audience includes anyone under 45, it is worth testing. The barrier to entry is low, the organic reach potential is high, and the platform is actively incentivizing small sellers right now. That window of opportunity will not stay open forever — early movers on new sales channels almost always have an advantage.