Build the catalogue around one hero
A TikTok Shop catalogue is a pyramid. One hero SKU that creators actually want, two or three supporting products and a bundle that lifts average order value. Ten focused SKUs outperform two hundred, because creator attention concentrates and the hero accumulates reviews faster.
Reviews and sales history attach to the product listing. Splitting demand across five near-identical variants splits the social proof five ways. Use variants inside one listing for size and shade, and keep separate listings for genuinely different products.
Pricing against your own website
Buyers check. Pricing lower on TikTok trains customers away from your own site where you keep the margin and the data. Pricing higher on TikTok looks like a penalty. Match the price and differentiate with a TikTok exclusive bundle or gift instead.
Free shipping is close to compulsory. Build the postage into the price rather than adding £3.95 at checkout, because the product card shows the delivery cost and a paid delivery line visibly reduces conversion against identical products shipping free.
Bundles, tiers and the psychology of the card
Multi-buy is the cleanest margin lever. A single at £19, two at £32 and three at £42 lifts average order value without cutting the unit margin much, and it gives creators three price points to talk about in one video.
Set the recommended retail price in the listing so the strikethrough shows. TikTok requires that the higher price is genuine and was charged, so use your own site price as the anchor. Fake anchors get the listing pulled and the account marked.