TikTok has integrated e-commerce features through TikTok Shop, enabling users to sell products online. This research aims to explore user perceptions of TikTok Shop as a tool for selling. The research employs a qualitative approach, collecting data through interviews with three active TikTok Shop users engaged in selling. Data analysis is conducted using descriptive analysis. This study will delve into various aspects of user perceptions of TikTok Shop, including ease of use, reliability, challenges, and risks associated with selling on this platform. The research findings indicate that TikTok Shop has garnered positive appreciation from merchants due to its user-friendly interface and responsive technical support. The simple interface facilitates product management and promotions, while features such as trade statistics enrich interactions with customers. This suggests that TikTok Shop is effective in supporting online selling, making it a smart choice for merchants seeking efficient business operations. Reliability is also a critical factor in building trust among merchants regarding the platform. Secure payment systems instill confidence in the safety of online transactions, and the rarity of disruptions or downtime underscores the quality of technical infrastructure that supports smooth selling. The lengthy, trouble-free experiences of merchants further reinforce the positive view of the platform's reliability. However, merchants also face certain challenges and risks when selling on TikTok Shop. Fierce competition, algorithm changes, and the need for more comprehensive guidance are common challenges that merchants must address. Risks related to data security and the need to understand and manage customer data are also significant concerns.