About GMV Max migration for TikTok Shop Ads

Last updated: July 2025

Starting July 2025, GMV Max will be the default and only supported campaign type for TikTok Shop Ads. If you create ads using the Sales objective and TikTok Shop as your sales destination, you will no longer be able to create, edit or duplicate LIVE Shopping Ads, Product Shopping Ads or Video Shopping Ads. Existing campaigns in these formats will remain active.

No action is needed to be able to start creating new GMV Max campaigns. Your account will be automatically updated to support the latest features, automated delivery, and continuous platform innovation. We encourage you to learn about Product GMV Max and LIVE GMV Max and test how these campaign types can streamline your ads.

Shop Ads availability

LIVE Shopping Ads and Video Shopping Ads will still be available in the following scenarios:

  • LIVE Shopping Ads: You can continue to create LIVE Shopping Ads by selecting a TikTok identity. The option to specify a TikTok Shop for your campaign has been removed. Note: Official and marketing accounts are no longer available to select as a TikTok identity.

  • Video Shopping Ads: You can continue to create Video Shopping Ads with Showcase as the sales destination. TikTok Shop is no longer supported as a sales destination.


How to transition Shop Ads to GMV Max

If you have active LIVE Shopping Ads, Product Shopping ads, or Video Shopping Ads, you can transition to GMV Max in TikTok Ads Manager. You'll see notifications to transition to GMV Max throughout the Ads Manager interface, including the global bulletin, campaign creation and your campaign list. Click Upgrade now on any of these notifications to easily transition your existing campaigns. Your campaigns will transition using your historical ROI results as your target ROI.

If you have questions or need support, please contact your sales representative or account manager.