On TikTok Shop, target collaboration lets you invite specific creators with a custom commission, while open collaboration lists your product in the marketplace so any eligible creator can promote it without an invite. Most brands need both: open collaboration for reach and discovery, and target collaboration to recruit and reward the high-value creators you want most. Using only one leaves sales on the table.
What is target collaboration?
Target (or targeted) collaboration is a direct invitation to chosen creators. You set a specific commission — often higher than your open rate — and pitch creators you've identified as a good fit. It's precise and relationship-driven, ideal for landing the creators most likely to actually sell.
What is open collaboration?
Open collaboration (sometimes called a public or open plan) lists your product in the TikTok Shop Affiliate Marketplace with a set commission, and any eligible creator can pick it up and start promoting without you inviting them one by one. It scales reach and lets creators self-select your product.
Target vs open: the trade-offs
Each does a different job:
- Reach — open wins: it exposes your product to the whole marketplace; target is one creator at a time
- Quality control — target wins: you choose exactly who promotes and at what rate
- Effort — open is low-effort once live; target needs active outreach and management
- Cost control — target lets you pay higher rates only to creators worth it; open is one flat rate to everyone
- Speed to first posts — open can surface quick self-starters; target lands the creators you specifically want
When to use each
Run open collaboration to cast a wide net and let motivated creators find you, especially at launch or for broadly appealing products. Use target collaboration to recruit the specific creators you know fit your audience, to reward top performers with a better rate, and to build the relationships that drive the bulk of your sales. The strongest programs run both at once and move great open-collab creators into a targeted, higher-touch tier.
Common mistakes
Brands often set an open rate too low to attract anyone, or rely only on open collaboration and never personally recruit the creators who would move the most volume. Others invite creators with target plans but send no sample or brief, so nothing posts. The plan type is only half the job — the offer, sampling, and follow-up still decide whether creators actually create.
How DotcomMax runs both
DotcomMax manages TikTok Shop creator programs for US brands using open collaboration for reach and target collaboration to recruit and reward the highest-value creators — backed by the samples, briefs, and follow-up that get them posting. One accountable team runs the whole engine. If you're not sure how to structure your plans, book a free strategy call and we'll set it up around your margins and goals.
Frequently asked questions
- What is the difference between target and open collaboration on TikTok Shop?
- Target collaboration is a direct invite to specific creators with a custom (often higher) commission, giving you control over who promotes you. Open collaboration lists your product in the marketplace so any eligible creator can promote it without an invite, giving you reach. Most brands use both.
- Should I use target or open collaboration?
- Use open collaboration to maximize reach and let motivated creators find your product, and target collaboration to recruit specific high-fit creators and reward top performers with a better rate. Running both together usually works best.
- What commission should I set for open collaboration?
- It has to be competitive enough to attract creators against similar products, while protecting your margin. Many brands set a solid baseline open rate and reserve higher rates for targeted invites to creators worth more.
- Why is no one promoting my open collaboration product?
- Usually the commission is too low to stand out, the listing or offer doesn't convert, or you're relying only on open collaboration without personally recruiting strong creators. Add target invites, samples, and a clear brief.
- Can I move creators from open to target collaboration?
- Yes, and you should. When a creator from open collaboration performs well, invite them into a targeted, higher-touch tier with a better rate and more support to scale what's working.
Want this handled for you?
Get a free audit and we'll show you exactly where the profit opportunities are across your marketplaces.
Get My Free Audit