TikTok Shop daily posting limit: 25 videos, 50 photos or 30 and 60?

TikTok Shop's UK Seller Center pages say merchants and creators must comply with daily posting limits of up to 25 shoppable videos and 50 shoppable photos per account. The US creator eligibility page lists a higher cap, up to 30 shoppable short videos and 60 shoppable photo posts per day, effective May 11, 2026. Which number applies depends on your market, so read the page for the Seller Center you sell in.

One wrinkle: the UK pages write the start date as 11/05/2026 without naming the month, so confirm in your own Seller Center whether that reads as 11 May or 5 November before you plan around it.

What each page says

Both caps count posts per account per day, not generations. That matters if you produce clips in bulk with an AI model, because most of a batch may never get posted.

What the pages do not say

Neither page, as fetched, says what happens at the cap or whether a rejected post still counts. The Content Posting API has its own separate limits; see the spam_risk and active-user cap post for those, which are a different matter from the Shop caps above.

Planning an AI batch under a cap

Treat the cap as a publishing budget. Generate more candidates than you need, then pick the posts that each show the product accurately, which is the bar in TikTok Shop's AI content rules.

• Count posts per account and per day, and keep your own tally; the pages do not describe a counter you can read.
• Spread posts across the day instead of releasing a whole batch at once.
• Join short clips into fewer, stronger posts: Sume's Timeline 1.0 assembles ordered clips into one MP4 and has an unbilled plan call that reports the output duration first.
• Keep a spare video or two under the cap for a re-post after a fix.

A simple weekly routine

Before each week, write down your market's cap and the number of accurate, ready clips you actually have. Post the smaller of the two numbers.

If a clip needs a fix after review, regenerate only that scene and re-assemble the post instead of starting a new one. That keeps the count of posts low and the product depiction consistent. Keep the original source clips so you can swap one scene without redoing the rest.

Where Sume stops

Sume produces and assembles the clips. It does not post to TikTok Shop, schedule posts or read your remaining quota, so the counting and timing stay in your own tooling or in Seller Center.