Why are my TikTok Shop sales down?

Part 1

Find the products that fell

• Product Analytics lists every product with its status, GMV, orders and units sold, and you can pick any day or range in the past 90 days and sort by any metric.² So a year-ago comparison isn't in Product Analytics. Keep your own monthly exports, and compare like weeks, since a sale event in the earlier period reads as a drop in this one.
• The product list ranks products by content format, so you can compare a product's sales across formats and see which format converts best for it.³
• GMV and SKU orders update in real time,¹ so a range that ends today compares a partial day. End both ranges yesterday.
• GMV includes canceled and refunded orders and counts by time of payment, while refunds count when they fully settle.¹ A return wave doesn't lower GMV, so a drop in GMV is a drop in what buyers paid. TikTok Shop analytics, explained covers what each number counts, and the same check for other channels is in why are my Amazon sales down, why are my Shopify sales down, why are my Walmart sales down and why are my Etsy sales down.

Part 2

Split the drop by content type

• Shop Analytics breaks GMV down by content type, LIVE, video and product card, and TikTok replaced the old Organic against Ads split with it.¹ Product Analytics adds Seller LIVE, Seller video, Seller product card and Affiliate as dimensions of GMV, orders, impressions, clicks, CTR and CTOR.³
• Each product's funnel runs product impressions, product clicks, SKU orders. CTR is clicks against views,² and CTOR, the click-to-order rate, is the share of product link clicks that end in a SKU order.³
• Impressions falling means fewer people saw the product in LIVEs, videos and product cards. Clicks holding with CTOR falling means people opened the product and didn't buy.
• CTOR shows at the product level only, as of May 2026. TikTok says the aggregated figure is a known data processing issue,³ so read it product by product.

Example

A worked example, with round numbers

A fictional skincare brand sells 3 products on TikTok Shop. It compares the 30 days to October 11, 2026 with the 30 days before. GMV fell from $30,000 to $21,000, down 30%.

• The product list: the serum fell from $20,000 to $11,000, and the other 2 products held at $10,000 together. The serum's $9,000 is the whole drop.
• The serum by content type: Affiliate fell from $14,000 to $5,000, while Seller LIVE held at $4,000 and Seller product card at $2,000. The affiliate line is the drop, and its product impressions fell by about two thirds while CTR and CTOR held, so the buyers who arrived still bought. Fewer people saw it.
• Avg. daily creators posted content fell from 12 to 5, and the serum's top creator by GMV in the earlier 30 days is missing from the later 30 days' creator ranking. It's Part 4, and the fix starts with that creator and new ones.
• The trap it avoids: read across the shop, a 30% fall looks like a price or product problem, and the first instinct is a discount on all 3. The content split puts it on creators posting less.

Part 3

If the whole shop fell, check the shop first

• Every new shop starts in probation with a daily order cap: up to 50 orders a day at Beginner, 100 at Standard and 200 at Premium. Pro has no probation order cap.⁴ A shop that sells out its cap by mid-afternoon reads as a drop in the hours after.
• The order cap can drop below the standard, even to 5 a day, while TikTok Shop runs account, performance, compliance or security checks, and TikTok says this doesn't necessarily mean a violation. It reassesses the cap as you keep fulfilling orders on time.⁴
• Below a Shop Performance Score of 3.0, affiliate and campaign benefits are revoked, and related plans and products may be removed. The score has to recover to 3.5 or higher to take part again. A shop gets a score, from 0 to 5, after 30 delivered orders in the past 90 days.⁵ On a shop that sells through creators, a score under 3.0 reads as affiliate GMV falling everywhere at once.
• TikTok is moving the score to a new version that scores each product, and says a higher product quality score may unlock more traffic for that product. During its trial run, scores and benefits still follow the old version.⁵ Read your score page for the version in force.

Part 4

If impressions fell, look at the content behind them

• Avg. daily creators posted content counts the affiliate creators who published new LIVEs or videos for your products, each creator once a day, averaged across the range.³ Fewer creators posting means fewer impressions for the same product.
• The creator ranking lists the top 5 creators by transactions for a product, LIVE and video separately, and See All opens the full list with commission, GMV and units sold.² A drop that sits on 1 creator starts with a message to that creator.
• New LIVE count counts the new LIVEs featuring the product in the range, and New video count the new videos published in it.³ If they fell while Avg. daily creators posted content held, the drop is your own posting rhythm.
• Affiliate GMV in the Affiliate Center is a commission number that differs from your shop's GMV, and Shop Analytics credits affiliate LIVE and video GMV to orders paid within 14 days of a click on a creator's product link.¹ Read the drop in Product Analytics.

Part 5

If clicks held and orders fell, look at the product page

• Add-to-cart rate is add-to-cart clicks against product clicks.³ Add-to-cart falling with clicks steady points at the page itself: price, photos or reviews. Add-to-cart steady with CTOR falling points past the cart, at the final price with shipping.
• The Pricing block shows the product's price over the last 90 days against the average units sold a day at each price,² so a price change and the day orders slowed line up on one chart.
• Rating & Reviews shows the product's overall rating and the new reviews in any range,² so a run of low stars shows up as its own line.
• The Inventory block estimates the days before stock runs out, from the average units sold a day over the past 30 days, and Reversed Units charts what was canceled, returned or refunded.²