Can we really trust TikTok Shop?

"I got scammed on TikTok" or "Watch out for scams on TikTok": these are just a few of the viral intros currently circulating on the popular platform. On March 31, 2025, TikTok officially launched its online shopping service in Italy, sparking widespread discussion and confusion online. For some time now, users have been reporting numerous scams related to purchases made via sponsored links. So what exactly sets TikTok Shop apart from previous shopping formats on the app, and why is this new service being pushed so hard?

TikTok Shop vs Sponsored Content: Explained by a Social Media Specialist

Anna Roberta Sorbo, known as @SocialMediaConAnna, posts daily content to help users better understand the ever-changing world of social media. She explains that a sponsored link is a feature that anyone can use—even those without a real shop. Any user, even without a VAT number or an actual product for sale, can activate a sponsorship and display advertising content, just as has long been possible on Meta platforms (Facebook and Instagram). Essentially, it’s a way to boost visibility with no actual regulation on the nature of the product or who is promoting it. TikTok Shop, on the other hand, is a completely different and highly regulated system.
To access it, you must:

• have a VAT number.
• be registered with the Chamber of Commerce.
• provide official documentation such as an ID card, utility bills, and proof of residence.

The TikTok Shop system therefore cannot be bypassed or faked like sponsored content. The entire feature is designed to ensure user safety and protection for legitimate sellers. You can also leave reviews after your purchase directly on TikTok, resulting in increased trust and transparency. From Anna’s words, it’s clear that this new feature offers greater control and security.

Stolen Creator Videos Used in Fake Ads

"If you see this video, report it—it's not me. Please don’t buy from that shop!" How many times have you heard these words from your trusted creators? This is a widespread issue in the age of digital marketing, and it has led to a growing loss of trust among consumers. In short, a creator’s video promoting a lipstick from Brand A—part of a legitimate and transparent partnership—is stolen and reused by Brand B, which has no connection to the creator. When this happens, it’s essential to report the account immediately, as these won’t last long on the platform—though sadly, many people don’t realize they’re being scammed. "The unauthorized use of a creator’s image to promote products isn’t new. It’s been happening for over a decade. Back in the early days of YouTube and Facebook, shady companies used familiar faces to push products those people had never endorsed. I clearly remember an episode involving Miss Strawberry Fields, whose image was used without her consent," Anna says. In such cases, platforms struggle to intervene quickly, especially since these are traditional ads and not subject to the same regulations as TikTok Shop. When it comes to sponsored links, always check that the creator is tagged in partnership with the brand, scan the comments for anything suspicious, and make sure the product shown matches the brand listed—these are simple steps toward a safer shopping experience.

TikTok Shop Benefits for Brands and Creators

There are many upsides to TikTok Shop—for both businesses and content creators. The expert outlines a clearer picture. This tool represents a major opportunity for brands, creators, entrepreneurs, and digital professionals.
For brands, it means:

• the ability to sell directly within the platform.
• leveraging affiliate creators to boost reach and sales.
• viral content with real sales impact.

For creators, it offers a way to earn in a clear, trackable, and transparent way by partnering only with legitimate, verified products, avoiding past ambiguity.
TikTok Shop enables:

• dedicated video content with affiliate links.
• interactive live streams to showcase products in detail.
• direct affiliate programs with sales commissions.
• a fully integrated shopping process, from viewing to checkout.

"TikTok now offers an integrated ecosystem of content, entertainment, and commerce, and a protected space for compliant sellers," Sorbo concludes.

Italian Skepticism Toward Online Shopping

Recently, a whole wave of creators has emerged to uncover scams and possible frauds on TikTok. Accounts like those of Influencer Onesta, journalist Charlotte Matteini, and many others are warning their followers by diving into specific cases. Among the most recent examples is the handbag case, where bags sold did not match those shown in the videos, or the fake Labubu case, with counterfeits passed off as originals. Although TikTok Shop is much more reliable than sponsored link affiliations, scammers are constantly finding new tactics. Users have reported some businesses on TikTok Commerce that, during live streams, ask customers to switch to WhatsApp due to supposed technical issues on TikTok Shop. Because of these red flags, many honest sellers are working hard to prove their reliability, often putting their own faces front and center.

So, is all this skepticism justified? Let’s give the final word to Anna Roberta Sorbo: "When it comes to skeptical comments, it’s worth pointing out that Italians still have a strong reluctance toward online shopping, especially among average users, regardless of the platform. This even happens with established websites, let alone less transparent ads. E-commerce culture in Italy is still evolving compared to other countries. TikTok’s idea was to create a native shopping experience within the app—so users wouldn’t have to leave the platform to make a purchase. The goal is to simplify the funnel and create a more direct, secure, and monitored shopping experience, inspired by successful models in China, the US, and Spain, where TikTok Shop is already widely adopted. In short: online scams aren’t caused by platforms themselves, but by how certain brands or individuals misuse them. TikTok Shop, by contrast, is raising the bar for control and user protection and now stands as one of the most secure and innovative ways to buy and sell online, in full compliance with regulations."