Glossary
Live commerce glossary: TikTok Shop and Shopee terms
This glossary defines GMV, GPM, CTR, CTOR and 10 other live commerce terms in TikTok Shop’s and Shopee’s own words, with the page and the date each definition was read. Where the two platforms define a term differently, both definitions are shown.
Definitions read on 29 September 2026. Every definition is re-checked each quarter.
Sales metrics
- GMV
GMV is the total value a livestream sold.
- GPM
GPM is GMV per mille: the sales a TikTok livestream makes for every 1,000 views.
- CTR
In a TikTok Live or Shopee Live session, CTR is the click-through rate on the products shown.
- CTOR
CTOR, click to order rate, tracks the share of viewers who go on to buy after clicking a product in a livestream.
- AOV
AOV is Average Order Value.
Viewer metrics
- Peak and average concurrent viewers
Peak concurrent viewers is the highest number of viewers watching a livestream at one time.
- Live duration
Live duration is the length of the livestream session; average watch duration is how long viewers stayed, on average.
Programmes and roles
- TSP
A TikTok Shop Partner (TSP) is a service provider for TikTok Shop merchants.
- TAP
A TAP, or TikTok Shop Affiliate Partner, is an entity that supports and manages creators in TikTok Shop’s affiliate marketing ecosystem.
- MCN
An MCN, or Multi-Channel Network, is defined differently by the two platforms.
- Shopee Live Partner (SLP)
The Shopee Live Partner (SLP) Programme rewards top-performing partners who deliver livestream services to Shopee brands and sellers.
- Affiliate live
An affiliate livestream is a livestream in which an affiliate creator promotes a seller’s products and earns commission on qualifying purchases.
Tools
- LIVE Manager
LIVE Manager is TikTok Shop’s desktop tool for planning and running LIVE shopping sessions.
- Seller Center
Seller Center is where a seller runs a TikTok Shop: TikTok says it lets you run your e-commerce business directly on TikTok.