Growth Reinvestment Program

From 15th September 2026, TikTok Shop will revise the existing Growth Reinvestment Program. This program aims to support sellers' growth via simplified LIVE GMV Max and Product GMV Max experiences. GMV Max provides assurance for guaranteed growth with ROI Protection and most sellers have benefitted from its consistent track record of driving 3.5x median GMV uplift.

What is the Growth Reinvestment Program ?

To further simplify sellers experiences and support seller growth with the optimised exposure and sales generated through GMV Max, TikTok Shop is introducing the Growth Reinvestment Program. Under the program, 3% of GMV for electronics sellers and 5% for sellers in all other categories will be directly reinvested into their advertising accounts. An automatic GMV Max Campaign will be created based on these credits, promoting products and LIVE from the shop.
The 3~5% GMV converted into ad investment is calculated on the basis of item price minus seller discount.
GMV converted into ad investment = (item price - seller discount) * 3~5%Note: once sellers are in the program, all previously created GMV Max Campaign will be paused, and the 3~5% GMV-converted ads credits will be spent on the newly created, automatic GMV Max Campaign.

Benefits of the Growth Reinvestment Program

Enrollment and Opting Out

All sellers in Malaysia with a daily GMV of more than USD 250 (approximately MYR 1,000, subject to currency exchange rate fluctuations) and an advertising take rate below 3% for electronics sellers or 5% for sellers in all other categories over the past 30 days will be automatically enrolled in the Growth Reinvestment Program.

• Ad take rate is calculated as GMV Max investment divided by total GMV.
• GMV generated from ad-prohibited categories will not be taken into take rate calculation.

The 30-day consideration period will begin on the 1st of each month. Sellers who meet the eligibility criteria during this period will be automatically enrolled in the Growth Reinvestment Program from the 15th of the following month. Please refer to the table below for illustration:
If sellers wish to opt out from the program, please contact the Account Manager or raise a ticket to the Help Center, providing the following information:

• Shop name
• Shop code
• Reason why seller would like to opt out

The opt-out request will be handled within 15 business days.
The enrollment will restart at 00:00, 15 September 2026, Malaysia time (GMT+8). If sellers wish to opt out of the first enrollment, please contact the Account Manager or raise the Help Center ticket the latest by 11 September 2026.

Checking Details of the Growth Reinvestment Program

Checking GMV-converted Ad Investment Amount

Sellers may check details of how much GMV was converted into ad investments for each order in the order statement on the Seller Center > Finance > Transactions, under the item "GMV Max ad fee".

Checking GMV Max Campaign Performance

Sellers may check details of the GMV Max Campaign by going to the Seller Center > Marketing > Shop Ads.
Learn more about GMV Max here, and understand GMV Max performance and metrics here.

FAQ

1. What is GMV Max?

GMV Max is a TikTok Shop Advertising Automation solution that optimizes for a seller’s total channel ROI for TikTok Shop. GMV Max is a highly innovative, first-of-its-kind solution that primarily differentiates itself via two unique features:

• GMV Max leverages all available creatives automatically and deploys them in form of a "super campaign", which does not require any operational inputs from the advertiser.
• GMV Max optimizes organic delivery in addition to paid ad traffic, providing advertisers with incremental GMV that would not otherwise be attainable without Product GMV max.

Learn more about Product GMV Max here and LIVE GMV Max here.

2. When a seller's daily GMV over the past 30 days exceeds USD 250 and their ad take rate is below 3% for Electronics sellers or 5% for sellers in all other categories, the seller will be automatically enrolled in the program. If the seller's daily GMV subsequently falls below USD 250, will they be automatically disenrolled from the program?

Yes. If a seller's daily GMV in the last 30-day consideration period drops below USD 250, the seller will be automatically disenrolled in the next cycle on the 15th of the following month. The automatic GMV Max campaign will be paused, and the seller may choose to resume their previous manually created campaigns.

3. What is GMV Max ROI protection?

ROI protection for GMV Max campaigns is a feature that automatically issues ad credits when the return on investment (ROI) for your campaign falls below a certain threshold despite following GMV Max guidelines and best practices.
You may be eligible for ROI protection if your GMV Max campaign meets the following criteria:

• The ROI of your campaign falls below 90% of the daily target ROI.
• Your campaign has more than 20 daily orders.

The following conditions are ineligible for ROI protection:

• Live GMV Max campaigns: If you manually adjust the Target ROI for your Live GMV Max campaign more than 2 times, ROI protection will not apply to the day you made the change.
• Product GMV Max campaigns: If you manually adjust the Target ROI for your Product GMV Max campaign, ROI protection will not apply to the day you made the change.
• If ROI target change is automatially made by the system due to Mega Live or Promotion Day activation, then it is not counted as manual ROI target modification.
• If campaign moves to "promotion days" or "Mega LIVE" with a different ROI, then the new ROI would be the ROI we guarantee on that specific day.
• If you pause or delete your GMV Max campaign, ROI protection will not apply to the day you made the change.
• GMV Max campaigns with products or liverooms using Max delivery.
• Creative boost budgets.
• If your shop, ad account or ads are suspended or stopped for any reason, including but not limited to insufficient account balance, ads or products being rejected, or policy violations.
• For LIVE viewer boost, ROI protection will not cover boost budget.
• ROI protection won't cover the days when campaign products are edited.

GMV Max prioritizes ROI achievement on a daily basis, so you may experience fluctuations in ROI throughout the day. Ensure that GMV Max runs for at least a full day to maximize the benefits of ROI protection (ROI protection will cover the day when campaigns are newly created if the campaigns meet the above conditions, even though they have not run for entirely 24 hours).
Note: Any ad credit issued to you is subject to the TikTok Ad Credit Terms. TikTok reserves the right to revoke the ad credit if we detect any unusual behavior, fraud, or violations of the TikTok Commercial Terms of Service, TikTok for Business Advertising Terms, TikTok's Advertising Policies, TikTok Community Guidelines, and other applicable terms and policies.
Under the current Net Sales model, the platform deducts a fixed fee from each order, effectively guaranteeing 100% ROI. If an order is refunded or canceled, this amount will also be credited back to your account.

4. If a seller is enrolled, can the seller run both the automatic campaign and manual campaigns at the same time?

No. All sellers in the program will have manual campaigns paused. Only the automatic campaign will be running for all products and all LIVEs from the shop.

5. If the automatic campaign is not effective, can a seller turn it off?

The automatic campaign will be optimized automatically, and extra traffic will be allocated to high-performing products and LIVEs.
If a seller wishes to turn off the automatic campaign, the seller may choose to opt out of the program. Please contact the Account Manager or raise a ticket to the Help Center, providing the following information:

• Shop name
• Shop code
• Reason why seller would like to opt out

The opt-out request will be handled within 15 business days.
The first enrollment will start at 00:00, 15 September 2026, Malaysia time (GMT+8). If sellers wish to opt out of the first enrollment, please contact the Account Manager or raise the Help Center ticket the latest by 11 September 2026.

6. Is the 3~5% GMV considered a platform fee and is it subject to taxes?

Yes. The conversion of 3~5% GMV into ad investment is considered a platform fee, and is subject to 8% SST. However, it will not be platform's revenue, but is directly invested in and spent on GMV Max to boost traffic for all products and LIVEs of the shop.

• Traditionally, sellers can choose to use their GMV to top up ads credits before investing in these ads credits on GMV Max. This kind of payment is subject to 8% Digital Service Tax. Please refer to section 4.1.2 of this article for details of the tax treatment on ad payment.
• By being in this program, sellers can skip the ads credits top-up step and have their GMV directly spent on an active GMV Max Campaign. Additionally, as this amount is treated as a platform fee, it is subject to 8% SST, instead of the 8% DST like other ad payment method.