TikTok Adds ‘Most-Loved’ Tag for Popular TikTok Shop Items

TikTok’s looking to highlight top-rated products for sale in the app with the addition of a new “Most Loved” tag on popular products.

As you can see in this example, TikTok’s Most Loved tag will be displayed on items that have been well-received by other TikTok users.

As explained by TikTok:

“Whenever you buy online, odds are you hope your purchase will be as described, arrive on time, and live up to its expectations. Maybe you heard a friend, colleague or family member speak highly about a product you were considering buying, or give kudos to their shopping experience. That's what makes TikTok Shop's Most Loved badge so valuable. When perusing the platform, shoppers can see which products have earned a vote of confidence from those who have already bought it - and are happy they did so.”

The tags are much like your regular star ratings, though they’re more specifically reserved for top products, based on user feedback.  

TikTok says that a range of measurables will factor into its Most Loved badge allocations, including star ratings, but also return rates, shipping times, and overall customer service feedback. As such, users can help to improve the shopping experience for others if they leave feedback on their purchased items.

Based on these data points, and overall product popularity, TikTok may choose to allocate the tag.

It’s another step in TikTok’s broader in-stream shopping push, which it’s still trying to activate in Western markets. In-stream shopping has been a big winner for the company in China, where online shopping is a much bigger part of the consumer ecosystem (In 2023, more than a quarter of China’s consumer goods were sold online, versus 19.4% in the U.S., at much higher overall sales volume).

The local version of TikTok has been a beneficiary of that, generating over more than $US500 billion in sales in 2024 alone. TikTok, by comparison, generated over $30 billion in total sales in the same period.

But TikTok’s in-stream sales are growing steadily, especially in the U.S., and given the scope of potential that it’s already seen in its homeland, you can see why TikTok is keen to keep trying out more shopping options and display markers in the app.  

TikTok says that it’s now allocated the Most Loved tag to a range of products in the app, across a variety of TikTok Shop categories, including electronics, office supplies, books, personal care, beauty, home goods, fashion, and consumables.

It could be a good way to help guide consumers on better product purchase options, and help TikTok generate more sales in-app.

You can read more about TikTok’s Most Loved badge here.