TikTok Shop has secured a place in the briefs that brands use when issuing requests for proposals, according to Digiday reporting dated June 8 2026. The outlet notes that the social commerce offering now appears alongside established retail giants Amazon and Walmart when companies outline their e‑commerce needs.

Requests for proposals, or RFPs, are formal documents that brands distribute to potential partners to detail the scope, goals, and expectations for a project. Inclusion of TikTok Shop in these documents signals that marketers are treating the platform as a serious channel for driving sales, comparable to the long‑standing options offered by Amazon and Walmart.

The same report highlights an open question that remains unresolved: “What nobody has worked out yet, is who should actually run it.” This reflects ongoing internal discussions among brands about whether TikTok Shop should be managed by in‑house teams, external agencies, or a hybrid model.

For creators, the development means more opportunities to sell products directly through TikTok’s shopping features, as brands allocate budget and resources to the platform. At the same time, creators may need to consider who will oversee the operational side of their TikTok Shop initiatives—whether they handle it themselves, partner with a specialist agency, or rely on brand‑led management.

As brands continue to test TikTok Shop within their broader e‑commerce strategies, creators should stay informed about how the platform is being integrated into RFPs and who ends up steering its execution. The outcome of these decisions could shape the level of support, tools, and creative freedom available to sellers on TikTok in the coming months.