TikTok Shop Malaysia updated campaign qualification criteria on 29 October 2026 after introducing new enforcement actions for high Seller-Fault Cancellation Rates from 15 October. Ahead of 12.12, sellers should review store ratings, account health, fulfilment performance and product-level return indicators instead of treating campaign registration as a one-time check.
TikTok Shop Malaysia sellers preparing for 12.12 now have updated campaign qualification criteria to review. The platform published the revised seller and product requirements on 29 October 2026, shortly after new enforcement actions for high Seller-Fault Cancellation Rates took effect on 15 October.
The updates overlap operationally: cancellations caused by unavailable stock, incorrect pricing or missed fulfilment deadlines can affect campaign eligibility, Account Health Rating and permitted order volume.
What Changed in TikTok Shop Malaysia’s Campaign Eligibility?
Under TikTok Shop Malaysia’s updated Campaign Qualification Guidelines, shops with a Store Rating need a rating of at least 3.0, a Logistics and Fulfillment score of at least 2.5, an Account Health Rating of at least 50 and no identified risk or fraudulent behaviour.
Shops without a Store Rating need an Account Health Rating of at least 50, seven-day Late Dispatch and Seller-Fault Cancellation Rates below 10%, and a 30-day Seller Negative Review Rate below 1.5% under the stated applicability conditions.
Products are assessed separately. Product Negative Review Rate must remain below 1.5% where applicable. The seven-day Seller-Fault Return and Refund Rate must be below 5% for Electronics, 4.8% for Fashion and Lifestyle, and 4.5% for Beauty, Health, Personal Care, Grocery, Pet, and Mom and Babies categories when the minimum case condition is met.
Why SFCR Can Affect Campaign Access Twice
SFCR is the percentage of orders cancelled because of seller fault over seven calendar days. It includes cancellations caused by no stock or wrong pricing and eligible auto-cancellations caused by missed preparation or logistics handover deadlines.
TikTok Shop’s SFCR guidance recommends keeping the rate below 2.5%. This differs from the campaign criterion of below 10% for shops without a Store Rating. A shop can pass that campaign threshold while operating well above the recommended target.
Depending on the rate and cancellation count, high SFCR may result in up to 40 Account Health Rating point deductions. Shops with at least 30 seller-fault cancellations can also face Order Volume Limits in higher SFCR bands, reducing permitted volume to 70% or 50% of average daily orders.
A 200-Order Example Before 12.12
For a shop receiving 200 orders in seven days, four seller-fault cancellations equal 2%, below the recommended target. Eighteen equal 9%, still below the campaign threshold for a shop without a Store Rating but well above the recommended operating level.
At 20 cancellations, SFCR reaches 10% and no longer meets the “below 10%” criterion. It also enters an enforcement range where Account Health Rating deductions may apply. Final action depends on cancellation volume, SFCR band, account status and platform review.
What Sellers Should Fix Before the Next Campaign Review
Available stock should match active listings and campaign quantities. Prices and discounts need checking before promotion approval, while pending orders must reach logistics providers on time. Sellers should also review SKUs generating seller-fault returns, refunds or negative reviews because product qualification is assessed separately from shop eligibility.
Monitor Inventory and Cancellation Risks with BigSeller
BigSeller can help multi-store teams manage operational causes of cancellation risk. Configured Inventory Push Rules support TikTok stores and update store stock according to selected warehouses, mapped Merchant SKUs and push settings.
Teams can configure order and inventory alerts for low stock, cancellation requests, expiring orders and overdue orders. The Business Analysis Report supports TikTok Shop data and provides T+1 views of cancellations, refunds, inventory and estimated profit by store or SKU.
These workflows do not replace TikTok Shop’s official SFCR calculation or guarantee campaign eligibility. Sellers should continue checking their qualification and account metrics in Seller Center.
Treat Eligibility as an Operating Metric
Campaign eligibility reflects stock, pricing, fulfilment and after-sales decisions made throughout the review period. Before 12.12, sellers should address avoidable cancellations and confirm their latest eligibility in TikTok Shop Seller Center.
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