Negative Review Rates (NRR)
Nguồn chính thức · TikTok Shop · Thông tin chính thức
Cập nhật: 29/06/2025
Tình huống
TikTok Shop Vietnam sellers who need to understand and maintain Negative Reviews Rate (NRR) metrics to avoid Xử phạt actions on the platform. Applicable to all sellers on TikTok Shop Vietnam marketplace.
Insight
Negative Reviews are defined as ratings of 1-2 stars on the product rating system (5-star scale with optional written comments). Seller-related Negative Reviews exclude logistics/delivery issues and are categorised into two types: (1) Product-related Negative Reviews — concerning product quality and function; and (2) Service-related Negative Reviews — concerning service towards the customer, including complaints about missing or incorrect items, inadequate/unsatisfactory customer service responses, and similar issues. Three specific metrics are tracked over rolling 30 calendar day periods: Seller-related NRR (percentage of combined product and service-related negative reviews out of all delivered orders), Product-related NRR (percentage of product-related negative reviews out of all delivered orders), and Service-related NRR (percentage of service-related negative reviews out of all delivered orders). All three metrics must be maintained below 0.5%. Performance data is accessible in three locations: Seller Center → Data Compass → Service → Negative Reviews Performance Page (all targets), Seller Center → Shop Health (Seller-related NRR and Service-related NRR), and Seller Center → Product → Product Ratings (Product-related NRR). Violations lead to Xử phạt actions with escalating penalties for repeated offenses. Customer feedback evaluation considers Returns & Refund Reasons (customers must provide reason and additional feedback) and Customer Complaints (after-sales inquiries with sellers or complaints to TikTok Shop about orders, shopping experience, seller services, or product quality). Sellers may Kháng cáo enforcement actions through Seller Center following Seller Appeal Guidelines. Detailed enforcement rules are in the TikTok Shop Negative Customer Feedback Enforcement Guidelines document.
Hành động
Monitor NRR metrics regularly in Seller Center → Data Compass → Service → Negative Reviews Performance Page. Keep Seller-related NRR below 0.5%, Service-related NRR below 0.5%, and Product-related NRR below 0.5% over any 30-day rolling period. Minimise product quality and function issues to reduce Product-related NRR. Prevent missing or incorrect items and improve customer service response quality to reduce Service-related NRR. Address customer complaints promptly through after-sales service to prevent escalation to TikTok Shop. If Xử phạt action is taken, submit Kháng cáo via Seller Center following the Seller Appeal Guidelines. Review the TikTok Shop Negative Customer Feedback Enforcement Guidelines document for full penalty details. Refer to Vi phạm Reasons, Points & Enforcement Actions for Sellers article and Seller Terms of Service for comprehensive penalty framework.
Kết quả
Sellers meeting the below-0.5% targets avoid Xử phạt actions; sellers exceeding targets face graduated penalties with more significant consequences for repeated violations.
Điều kiện áp dụng
Vietnam TikTok Shop sellers only. Metrics assessed over rolling 30 calendar day windows. Logistics/delivery related negative reviews are excluded from NRR calculation.
Liên kết
- Nền tảng: TikTok Shop
- Funnel: Retention (Giữ chân)
- Nguồn: https://seller-vn.tiktok.com/university/essay?knowledge_id=89407390992129
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