What is GMV on TikTok Shop and why it's not what you earn
You can hit a record GMV month and get paid less than the month before. Here's why it happens and which number you should actually watch.
GMV = what you sell, not what you get paid
GMV (Gross Merchandise Value) is the total value of what sold through your videos and LIVEs. It's the seller's number: how much they made with you.
You don't get paid GMV. You get a percentage of each sale: your commission.
How your commission is calculated
TikTok puts it like this: commission = (order revenue − refunds) × commission rate.
- If an order is canceled or fully refunded, commission is $0.
- Partial refund, partial commission.
- The seller sets the rate, anywhere from 1% to 80%.
- Shoppable carousels pay 60% of the video rate.
Source: TikTok Shop Academy (US).
The example that changes everything
| Product | GMV | Rate | Your commission |
|---|---|---|---|
| Product A | $3,000 | 5% | $150 |
| Product B | $1,000 | 25% | $250 |
Product A makes you look bigger. Product B pays you more with a third of the sales. If you only watch GMV, you'd film more of A and earn less.
Illustrative example, not real data.
Not all GMV is the same
Your creator GMV in Data Compass counts paid orders and excludes non-commissionable orders, gifts, samples and the shop's own sales. It's the number used for your Creator Level. The GMV sellers see in Seller Center can include canceled and refunded orders, which is why their numbers and yours don't always match.
See your products by commission, not GMV
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FAQ
What does GMV mean on TikTok Shop?
Gross Merchandise Value: the total value of what sold. It's what the seller made through you, not what you get paid.
Why do I have high GMV but low commission?
You're selling low-rate products or products with lots of refunds. A product with fewer sales and a higher rate can pay you more.
Is Creator Level based on GMV?
Yes. TikTok uses your creator GMV (paid, commissionable orders) for Creator Level.