Virality on TikTok is a fulfillment problem before it s active sellers now treat TikTok Shop as their main storefront rather than a side channel. PrintKK Unlike search-led marketplaces such as Amazon, where demand is relatively predictable and inventory can be planned weeks in advance, TikTok Shop demand is shaped by content performance that is difficult to forecast. A product that sold in low double digits for weeks can jump to four-figure daily volume overnight once a video enters the For You feed at scale. Products that go viral in this way often lose momentum before overseas shipments arrive, leaving sellers unable to convert attention into revenue and, in many cases, facing negative reviews and refund requests that damage store ratings long after the trend has passed.