On DTC, missing an SLA hurts the customer. On a marketplace, it hurts your ability to sell at all.
If you miss your on-time delivery threshold on TikTok Shop and they cap your order volume, throttle your visibility, and hold your settlement. It's the same logic Amazon uses to protect the Prime badge, which is why most brands don't risk self-fulfillment there.
TikTok Shop's Account Health Rating formalizes this more aggressively than any platform has before. The brands building real run rates there made their fulfillment decisions before the channel worked, not after.
Our teams work through this regularly.
If you're ready to talk through what the operating model looks like, let's chat.