As cross-border e-commerce competition becomes increasingly fierce in 2025, platform-level promotions have become the core driver of brand growth. TikTok Shop officially announced that the 2025 mid-year promotion will be launched on June 23, covering six major markets including the United States, the United Kingdom, France, Germany, Italy and Spain. Compared with Amazon Prime Day, which has been scheduled for July, TikTok's promotion this time is faster and more extensive, providing cross-border sellers with a valuable window to grab orders in advance and gain user attention.
So, facing such a critical promotion node, how should sellers prepare in advance and make precise arrangements? This article will provide you with professional and feasible coping ideas around platform policies, product selection directions, fulfillment suggestions and multi-platform linkage.
1. TikTok Shop mid-year promotion: Seize the high ground of content e-commerce traffic
TikTok Shop's mid-year promotion this time is divided into two phases: the four EU countries and the UK market will be launched first from June 23 to July 1, and the US market will follow closely and go online from July 7 to July 19. This arrangement is just before Amazon Prime Day, with a significant first-mover advantage in traffic.
The platform also launched three key policies to fully support sellers to boost sales. The first is traffic support - TikTok Shop encourages brand merchants to sign up for the "Mini Super Product" event and create live broadcast room hits through official traffic tilt. The second is content marketing drive. During the promotion period, topic challenges and live broadcast ranking competitions will be launched to help merchants quickly convert with the help of the talent ecosystem. In addition, the platform has given clear guidance on the inventory of key categories, and it is recommended that categories such as home furnishings and 3C increase inventory by 30% to ensure high-frequency consumer demand in late summer.
More noteworthy is that the external policy benefits have provided sufficient profit space for this promotion. With the release of the Sino-US joint statement, a large number of additional tariffs have been canceled or suspended, which directly reduced the fulfillment and import costs of the US site. In addition, TikTok continues to expand in the European and American markets, and the platform's GMV growth rate is obvious. The summer of 2025 is expected to become a growth explosion point for multiple categories.
2. TikTok and Amazon: Different traffic logic requires different strategies
Although the promotion time of TikTok Shop and Amazon partially overlaps, the two platforms have obvious differences in traffic logic, user paths and operation strategies.
The essence of TikTok Shop is content e-commerce, and its traffic source relies more on video seeding and live broadcast interaction. Sellers need to stimulate interest through short videos, live broadcast preheating and other methods in the early stage of the promotion, and quickly convert during the promotion period, which tests the content power and supply chain response speed. In contrast, Amazon is still search-driven, and user behavior is more rational, with product evaluation, price competition and keyword advertising as the main conversion entrances. Sellers focus on optimizing listings, improving conversion rates and stabilizing old customers' repurchase.
This means that TikTok Shop is suitable for creating explosive products and attracting new customers; while Amazon is more suitable for undertaking repurchases and stabilizing cash flow. For most cross-border sellers, the best strategy is to run two platforms in parallel: quickly test products and build brand awareness in TikTok Shop, and concentrate on conversion on Amazon to achieve complementary synergy between channels.
3. Three core strategies to help sellers win the mid-year promotion
1. Accurate product selection to match TikTok user preferences
TikTok platform users are mainly young consumers who like high-value and topical products. Product selection should focus on categories with strong visual sense, clear application scenarios and suitable for content seeding. Home storage categories are still the evergreen track for summer promotions; 3C accessories, small appliances and other products with functionality and display also have high conversion potential; kitchen supplies, lightweight outdoor equipment, clothing accessories and beauty and personal care products are also within the recommended range.
It is recommended that sellers quickly test the popularity of products through short videos in the early stage of the promotion, observe the likes, comments and clicks, and select the main models with explosive potential.
2. Double insurance of overseas stocking + return plan to ensure stable fulfillment
TikTok Shop pays more and more attention to the fulfillment experience, especially at the promotion node, the impact of logistics timeliness on conversion rate cannot be ignored. It is recommended that sellers prepare stocks in advance through overseas warehouses or platform full hosting mode, especially in EU markets such as the UK, Germany, France, and Spain. Shipping through local warehouses can effectively improve delivery speed and user satisfaction.
For US sites, in addition to the official fulfillment service of the platform, you can also consider cooperating with service providers with local warehousing capabilities to achieve rapid processing of high-frequency orders. At the same time, return processing capabilities are increasingly becoming a key indicator for platforms to evaluate sellers.
In the process of return processing, U-Speed provides local return services covering the United States, the United Kingdom, France, Germany, Spain and Italy. It not only supports product quality inspection, preparation and re-listing, but also can recycle defective products to help sellers recover inventory value and avoid malicious refunds, platform deductions and other operational risks. For scenarios with concentrated orders during the promotion period, this type of professional return plan has become an important guarantee for improving service scores and maintaining store stability.
3. Content rhythm design, seize every conversion window
TikTok Shop's promotion nodes last for a long time, and the platform encourages high-frequency content updates. Sellers should formulate a complete content plan, prepare grass-planting videos, live broadcast schedules and influencer cooperation resources in advance, and avoid last-minute cram before the promotion.
In the two weeks before the promotion, it is recommended to focus on preheating content and product testing videos to stimulate user interest; 3 days before the official promotion, limited-time live broadcasts and discounts can be used to attract traffic; during the promotion, keep the video daily update and influencer linkage frequency to maximize exposure opportunities; at the end of the promotion, you can pave the way for subsequent conversions and new customer accumulation through review and order sharing videos.
At the same time, participating in the platform's challenge competitions, super product plans and other activities during the promotion period can not only obtain traffic support, but also help improve brand credibility.
Take the lead and actively win the growth window
The 2025 TikTok Shop mid-year promotion is a key node where platform support, policy benefits and market explosion are superimposed. For cross-border sellers, this is not only a sales opportunity, but also a concentrated test of operational capabilities. Whether a closed loop can be formed in content marketing, supply chain response, and platform strategy will determine the height of the ceiling in this year's peak season.
Opportunities are always reserved for those who prepare in advance. From now on, preparing stocks in advance, selecting products for testing, content layout and fulfillment capacity building are the best ways to break through the TikTok Shop promotion.
If you are planning TikTok Shop, hope to improve the return service system, and ensure stable fulfillment during the promotion, U-Speed global return is willing to provide solid support for your growth.
