From Visuals to Sales: The First Step to Attracting Customers! A high-quality store layout design not only captures customer attention but also boosts overall store performance and brand influence!

• Build brand image

• Showcase product diversity to drive customer purchase intent

• Clear navigation helps nustomers browse and order effortlessly, optimising the shopping experience

[Please Note] Certain store management features have been migrated from Exchange and MMS 1.0 to the all-new MMS 2.0! Related features in Exchange and MMS 1.0 will be phased out gradually. Specific decommissioning dates will be announced in due course.

Currently, the Store Basic information configuration features supported by each system are as follows:

Currently, the Storefront UI configuration features supported by each system are as follows:

Store Layout Overview

• Store pages must not include merchant contact information, including websites with shopping/messaging features, Facebook, Instagram, phone numbers, email addresses, or online store URLs of other platforms. Violations may result in a fine.

• Please ensure that your store name complies with HKTVmall's Store Naming Guidelines. If you need to change your store name, please navigate to: MMS 2.0 > Store Management > Store Basic Settings or [click here] to enter.

• Merchants must be the brand owner or the Hong Kong general agent of a multinational corporation (MNC), fulfill the eligibility requirements, and submit all required documents in order to apply for the "Official Flagship Store" badge.

• All images and videos used must be produced and shot by the merchant, or authorised for use by the brand owner.

• Layout updates take approximately 3–5 hours, depending on system speed. Please wait patiently.

• Location: MMS 2.0 > Store Management > Store Basic Settings or [click here] to enter

1.View Merchant Contract Information

2. View Warehouse & Logistics Setup

Location: MMS > Store Management > Store Basic Settings or [click here] to enter > Warehouse & Logistics Setup

• View Packaging Colour

  • • Merchants will be assigned a designated packaging colour. Merchants must use tape of the specified colour to seal boxes, or use cartons of the specified colour, before delivering goods to the warehouse.

    • Packaging materials can be purchased from HKTVmall - Logistics Department, or sourced externally according to the specified colour code.

    • If no colour is displayed in the system, please email your Store ID to the Merchant Operation Team at: <ops.merchant@hktv.com.hk>

• View Warehouse Delivery Dates

• View all Non-business Days of the store 

• View Warehouse & Logistics Setup

Add or Edit Warehouse

Step 1: Add / Edit Warehouse

Step 2: Select Product Preparation Method

Step 3: Enter the Chinese warehouse address (NOT an HKTVmall warehouse!!) and contact person details for merchant dispatch.

Step 4: Enter the Chinese warehouse address (NOT an HKTVmall warehouse!!) and contact person details where the merchant can receive returned goods. If your return address is the same as your dispatch address, you may tick the checkbox directly.

Step 5: Save and Sync Warehouse

3. Merchant Delivery Information

• Contact information is only applicable to orders using the Merchant Delivery Method. After placing an order, customers can view this information in their order history to inquire about delivery progress.

4. Delivery Setup

Step 1: Enable oversea delivery setup

Step 2: Select shipping regions, and configure shipping fees as well as free shipping thresholds

5. Store Name 

• A store name enhances clear brand recognition among customers

Store Name: Flagship Store

Step 1: If a merchant wishes to apply to use terms such as "Flagship Store", they must satisfy the eligibility requirements listed above.

Step 2: Once the merchant meets the eligibility criteria, they may submit the relevant supporting documents (all required documents must be submitted in full) according to the scenarios below. The merchant may only use the term after the documents are approved by HKTVmall. 

Store Name: Official Store

If a merchant wishes to apply to use terms such as "Official Store", please submit the relevant supporting documents according to the following scenarios. The merchant may only use the term after the documents are approved by HKTVmall: 

Scenario 1: Brand Owner

1. Provide trademark registration documents for the store's brand.

2. Ensure that the store only sells official Hong Kong goods (authorised distribution) of that brand.

Scenario 2: Officially Authorised Agent Using the Brand Name

1. Must obtain an agency authorisation letter* signed by the brand owner/company.

2. Ensure that the store only sells official Hong Kong goods (authorised distribution) of that brand.

*The authorisation letter should clearly state that the brand owner has authorised your company to use the represented brand name, registered trademark, and sell products on the HKTVmall platform.*

Store Naming Guidelines

1. Enhance Clear Customer Brand Recognition 

   • Store names must not contain wording such as "Limited", "Co., Ltd." ("有限公司"), "International" ("國際"), ".com", "Trading" ("貿易"), "Commercial Firm" ("商行"), "Holdings" ("控股"), "Company" ("公司"), "Investment" ("投資"), "Group" ("集團"), or "Flagship Store" ("旗艦店").

   • Store names must not be website URLs.

   • Store names must not directly or indirectly reference, nor contain "Mall" (in Chinese or English store names), or other wording that imitates or relates to HKTVmall.

   • Avoid store names that are excessively long. Please avoid any vocabulary that is irrelevant or unnecessary to the store name.

2. Elevate Brand Image: Price Positioning

3. Alignment with Product Characteristics

   • Avoid using overly bizarre or eccentric names, as they make it harder for customers to grasp the category of products sold, leading to confusion and impacting brand consistency.

4. Official Store Guidelines

   • We place great importance on the brand image of our merchants.

   • In addition to ensuring that your store name complies with the latest guidelines above, merchants must also pay close attention to whether terms such as "Flagship Store / Brand Flagship Store / Official Store" are used correctly*.

   • For merchants whose store names contain such terms, you are strictly permitted to sell products of that specific brand only, which must be official Hong Kong goods (authorized distribution). Selling products from other brands or parallel imports (i.e. grey-market goods) is strictly prohibited. If you wish to apply for usage, please refer to the following steps:

Scenario 1: Brand Owner
Please provide trademark registration documents for the store's brand and ensure that the store will exclusively sell official Hong Kong goods of that brand.

Scenario 2: Officially Authorised Agent Using the Brand Name
If a merchant needs to use another brand's name as their store name, they must obtain an agency authorisation letter signed by the brand owner/company (the letter should clearly state that the represented brand has authorised your company to use the brand name, registered trademark, and sell products on the HKTVmall platform) and ensure that the store will exclusively sell official Hong Kong goods of that brand.

Due to current uncertainties regarding the use of terms such as "Flagship Store / Brand Flagship Store / Official Store"*, relevant terms in existing store names will be temporarily removed until approval is granted. Please submit the required supporting documents according to your scenario. Once your document submission is approved, you may rename your store and resume using terms such as "[Brand Name] Official Store".

[Click here to submit the application form for Official Store status]

Notes:

1. *"Flagship Store / Brand Flagship Store / Official Store" related terms include, but are not limited to:

   • Flagship Store (旗艦店)

   • Official Brand Flagship Store (官方品牌旗艦店)

   • Brand Flagship Store (品牌旗艦店)

   • Official Flagship Store (官方旗艦店)

   • Brand Store (品牌店)

   • Official Store (官方店)

5. Store names must not contain Simplified Chinese characters

Location: MMS 2.0 > Store Management > Storefront Settings or [click here] to enter

1.Store Logo 

How to Design Your Logo?

• Clear & Prominent

• Representative

Location: MMS 2.0 > Store Management > Storefront Settings > Edit or [click here] to enter

***Please Note: Prior to uploading a store logo for the first time, a default logo is assigned by the system. Merchants must first delete the system-default logo before uploading a new one

Merchants are required to prepare store logos (Storefront Logos) in 3 different dimensions to upload for the Web version, Mobile App version, and Customer Order Invoices.

Store Logo Examples Below:

2. Store Zone

Merchants may select an appropriate store zone based on the primary product types offered in your online store. The system will categorise and display your store accordingly. 

3. Cover Photo & Background Colour 

• The design of your cover photo is crucial for showcasing your brand image!

• Keep headings concise to summarize company background or product highlights, making the brand logo stand out.

• Place key information in the top-right corner or centered at the top to avoid being covered by the store name on the Web or App version.

• Visual Attraction

  • • Design Recommendations: Focus on hero product photos and key features / Tailor design and colour choices to target customers / Highlight taglines that reflect company values.

4. Store Description 

• Briefly introduce your brand to new customers—including your brand story, company history, and product highlights—to add diverse value to your brand and establish deeper connections with customers.

• You can also choose to upload a video to strengthen customers' impression and perception of your brand. 

• Precise & Company-Specific Content: Unique content tailored to your business.

• Brand Positioning & Values: Share your brand values concisely.

• Professional Expertise: Showcase professional services or detail your product range.

Store Video

• Link Format: Only full YouTube URLs are accepted.

• Copyright Notice: Please ensure that all video content used is fully authorized or filmed directly by the merchant.

Store Description

• Displayed separately in Traditional Chinese and English store description sections. Merchants must not display any contact information (e.g., phone numbers, emails, external links).

• Alcohol Disclaimer Requirement: If selling any alcoholic beverages, the following statutory warning statement must be included:

『根據香港法律，不得在業務過程中，向未成年人售賣或供應令人醺醉的酒精』"Under the law of Hong Kong, intoxicating liquor must not be sold or supplied to a minor in the course of business"

Store Image

• Store logos or physical shop storefront photos may be used.

• Please ensure that all images used are fully authorized or taken directly by the merchant.

Size: ≤ 100KB

Dimensions: 280 × 210 px

Supported File Formats: .jpg / .png / .webp

5. Store Terms & Important Notes

Important Notes

• Include merchant delivery arrangements within 7 days, removal service arrangements, non-working days, etc.

• Merchants must not display any contact information.

Store Terms (T&C)

• Store terms reflect legal/regulatory requirements or commercial needs.

• Applicable to T&C and Delivery Information. Merchants may directly copy and paste the bilingual (Chinese & English) store terms templates provided below (or click here to enter).

6. Delivery Information 

• Merchant Delivery ("商戶派送"): Merchants must clearly state delivery details and surcharge policies for remote/outlying areas (if applicable).

• Two-Day Consolidated Delivery ("兩日集運"): Merchants may directly copy and paste the template (download or reference the bilingual store terms templates above).

• Service Deal merchants can click here to download or refer to the Chinese and English Merchant Terms templates.

7. Removal Service T&C (Applicable to Regulated Electrical Appliances)

Used to explain the removal service arrangements for regulated products. These terms will be displayed on the checkout order page.

**According to government regulations, merchants selling regulated electrical appliances must arrange free removal services approved by the Environmental Protection Department (EPD) for customers. 

Merchants may [click here] to reference the template content. The actual text shall be subject to the removal service template provided by the Environmental Protection Department (EPD).

8. Product Page Optional Banner

Product Page Optional Banner appear on the right side of the Product Detail Page (PDP).

Step 1: Upload Product Page Optional Banner*

Step 2: Enter the URL link for the target product or category page

*A maximum of 5 promotional banners can be added.

Size: ≤ 100KB

Dimensions: 280 × 210 px

Supported File Formats: .jpg / .png / .webp

9. Store Metadata Settings (Advanced) 

Search Engine Optimisation (SEO) = improve website rankings 

SEO is a digital marketing strategy designed to improve website rankings and drive organic traffic by optimising site content and structure. The primary objective is to make your website more discoverable when users search for relevant information. 

• Improve Data Retrieval: Helps search engines accurately understand and index your store content, thereby increasing relevance in search results.

• Meta Title and Meta Description are HTML elements used to define the "Website Title" and "Website Description" respectively.

Merchants are advised to configure a Meta Title for each store. While you can freely craft the entire Meta Description, the following structure is recommended:

1. Store Catalog Overview: Include Store Name, Number of Items/SKUs, and Main Product Categories.

2. Service / Product Features & Commitments

Location: Exchange > Store Front Management or [click here] to enter

[Quick Search for Items to Edit]

Once you enter the HKTVmall Exchange platform, simply locate the corresponding section name to make updates. Press Ctrl + F and type the section name you wish to edit into the search bar, and the page will automatically jump to that item.

1.Store Page Optional Banner

• Create page shortcuts to guide consumers towards a more seamless browsing experience.

• Design Suggestion: Use vibrant colours to capture customer interest and encourage them to click through the image links.

• Content Focus: Focus on different product lines, best-selling categories, or featured series.

2. Rotating Banner

• Allows customers to slide through banners manually according to their preferences or cycles through automatically.

• Banners can be themed around categories, key promotional campaigns, or featured brands and products.

• Design Suggestion: It is recommended to display 5–6 banners. Keep the messaging on each banner concise and focused on a single topic, as customers typically only stay on each banner for a few seconds!

• Each banner should feature a clear Call to Action to direct customers to browse the corresponding page.

How to Set Up Rotating Banners:

Location: Exchange > Store Front Management or [click here] to enter

Step 1: Before uploading new banners, merchants must first delete the system-default banners.

Step 2: Drag and drop the new banners.

Step 3: Click "Select Product" to choose up to 1 product, or enter the URL link for the target product or caStegory page.

3. Store Pick List

The Store Pick List helps customers discover your products more easily, enabling them to view a wider variety of products at a glance. This helps buyers understand product functionality and value, providing a faster and more convenient shopping experience while increasing exposure for lesser-known items!

• Situated below the "Store Page Optional Banner".

• Capacity: Displays a maximum of 30 lists per store, with no product limit per list (5 System-Default Lists + up to 25 Merchant-Customised Lists).

• Strategy Suggestion: It is recommended to highlight products across different series or themes to increase customer purchasing intent.

Default Store Pick Lists

• Eligibility Filter: Automatically screens stores daily with a total product count ≥ 50 items.

• Only counts items that are Online + Visible + In Stock + Rated 3–5 Stars / Unrated.

• Generation Limit: A maximum of 5 lists are generated by the system.

• Functionality Notice: Merchants currently cannot disable the auto-generation feature.

The system automatically generates and provides 3 types (totalling 5 lists) of "Default Store Pick Lists", including:

• [Top Rated x 1] Products with a rating of 4 stars or higher.

• [New Arrivals x 1] Products created within the past month.

• [Key Highlights x 3] The top 3 primary product categories with the highest number of products.

[Top Rated List x 1] Items with a rating of 4 stars or higher

• Sorted by Sales Volume in descending order (highest to lowest).

• Must include at least 10 items rated 4 stars or higher. (If a store has fewer than 10 items meeting this criteria, the system will not generate this list).

[New Arrivals List x 1] Displays items listed within the past month

• Only displays items listed within the past month.

• Sorting Order: Sorted by Creation Date in descending order (newest to oldest).

• Must include at least 2 newly listed items. (If fewer than 2 new items were listed in the past month, the system will not generate this list).

[Key Highlights Lists x 3] Displays items rated 4 stars or higher belonging to the top 3 primary product categories containing the most items

List Title Format: "Key Highlights: <Primary Category Name>"

• Only displays the top 3 primary categories with the largest item counts (e.g., Supermarket / Home Appliances / Pet Care).

• Sorted by Relevance in descending order.

• Each primary category list must include at least 10 items. (If a primary category contains fewer than 10 qualifying items, the system will not generate that category's "Key Highlights" list).

Store Pick Lists

• Merchants can customise up to 25 Store Pick Lists, with no limit on the number of products per list.

• Each list should contain more than 6 products, and out-of-stock or lower-rated items should be removed.

• SKU ID Format must strictly follow the format HXXXX001_S_ABC.

How to Set Up Custom Store Pick Lists

Step 1: Download the Excel template and fill in the SKU IDs in your preferred display sequence.

Step 2: Select the completed template file and click "Upload".

• Once uploaded successfully, the list will appear in the system. If any required fields are missing or invalid, an error message will pop up.

Step 3: Fill in both the Chinese and English titles (mandatory).

Step 4: After completing all required fields, click "Submit" to save all changes.

• On Success: Displays "Submitted Successfully".

• If Fields Are Missing: An error message will pop up, requiring the merchant to review and complete the missing information.

4. Hot Picks List

• The Hot Picks List is displayed at the very bottom of the store homepage, featuring 5 products per row across 6 rows.

• Merchandising Tip: Arrange product sequence strategically by placing top-selling or featured items first. Group similar products within the same row to allow seamless side-by-side comparison for shoppers.

How to Set Up the Hot Picks List

Step 1: Click "Download template" to download the Excel template.

Step 2: Fill in the required details and save the file.

Step 3: Click "Choose File" to select your completed Excel file.

Step 4: Click "Upload" and wait for system updates (typically takes half a day to 1 day to process).

Default Hot Picks

The system automatically generates this list only for storefronts that have not set up a custom "Hot Picks List", sorted by Relevance from highest to lowest. (*Merchants currently cannot disable the auto-generation feature)

Product Filtering Rules for System-Generated Lists

• Excludes all items with 1–2 star ratings.

• Includes only items that meet all three conditions: Online + Visible + In Stock.

Note: Once a merchant configures a custom "Hot Picks List", their created list will override and replace the system-generated Default Hot Picks List.

Recommendation: Merchants creating custom lists should include 60 items, prioritising best-sellers, top customer-rated items, high sales volume SKUs, or seasonal products.

Auto-Generation Schedule & Maintenance Notice

• The system runs a daily scan to identify stores without a custom Hot Picks List and automatically applies the "Default Hot Picks List".

• To prevent your custom list from being overwritten during system auto-generation, please avoid uploading your Hot Picks List between 01:00 AM and 07:00 AM.

VI. Store Rating Display Locations

I. Product Description

• Add Product Photos: Upload supplementary photos to help customers better understand your product.

  • • Short Description: Focus on key highlight information (e.g., ingredients, model, quantity, colour, efficacy, performance, etc.).

    • Long Description: Elaborate on product benefits, customer reviews, detailed specifications, etc.

• Embed YouTube Video Links: Enter full YouTube URLs. Embedded videos will be pinned to the top on both the Web and Mobile App versions. We recommend using commercials, food-tasting clips, or unboxing videos to give customers a multi-angle perspective on your product.

• Avoid Exaggerated Claims: Do not use exaggerated product claims as a marketing tactic, as this may result in negative customer reviews or legal consequences.

II. Product Naming

Optimise SKU rankings to make products more discoverable in Shopping Ads and search results.

How to Optimise Product Titles?

• Clearly state the colour, size, ingredients (as listed on the packaging), model number, and technical specifications.

• Adopt the Customer's Perspective: Align product titles with the exact terms customers are likely to use when searching.

• Incorporate Popular Keywords: Include commonly used search terms, variations, and synonyms within the product name (e.g., specific colours, sizes, or everyday terms).

• Use Everyday Terminology: Use widely accepted, concise terms to describe the product (e.g., "USB Flash Drive").

• Avoid Irrelevant Keywords: Do not include misleading or unrelated terms to catch search traffic.

• Do Not Include Full Product Details in Titles: Omit detailed packaging specs, country of origin, efficacy, or detailed benefits from the main title. These details should be placed in the "Short Description" and "Long Description" fields instead.

Search rankings are determined by the accuracy and performance of the following factors:

• Product Brand

• Product Title (e.g., model number, key selling points)

• Product Category

• Product Specifications & Data

• Sales History (e.g., over 1,000 units sold)

• Positive Customer Ratings & Reviews

• Merchant Dispatch Performance & Operational Reliability

Important Guidelines & Requirements

• Character Limit: Maximum of 100 characters each for the Chinese and English product titles.

• Language Consistency: Chinese and English titles must be consistent in content and product meaning.

• Omit Brand Name: Do not repeat the brand name in the product title (the system appends it automatically).

• Random Styles/Colours: If product styles or colours are dispatched at random, you must explicitly state "Random Dispatch" in the title.

• Parallel Imports: Parallel imported goods (grey market items) must be tagged with [平行進口] / [Parallel Import].

• Chilled & Frozen Foods: Chilled or frozen products must explicitly state the storage temperature and temperature classification (e.g., Chilled / Frozen).

• Short Expiry Products: Products with an expiry date shorter than standard regulatory shelf-life requirements must explicitly state the exact expiry date in the title.

• Include Synonyms: Incorporate standard language variations or synonyms where applicable (e.g., including both "牛扒" and "牛排" for steak).

Using Google Trends to Enrich Product Titles 

Search Volume:

Popular/Suggested Terms:

Product Name Suggestions

III. Product Photo

Attraction through product visuals is vital for driving sales performance

• Clear Front-Facing Image: Provide a clear, main product photo (front view). It is recommended to upload images showing every angle of the product, and the visuals must accurately represent the actual product dispatched.

• Highlight Features: Include brief captions on images highlighting key product functions or unique selling points.

• Ensure Legibility on Mobile: Ensure all text embedded in images is easily readable. With over 80% of users placing orders via the HKTVmall App, pay close attention to using an appropriate font size for mobile screens.

• Bulk / Carton Purchase Promos: Bulk purchase offers (e.g., full case discounts) should be clearly displayed directly on the product image, explicitly stating the total quantity included.

Product Category

Why are Product Category selection rules so strict?

• Ensures products are displayed neatly and logically across both your store homepage and the main HKTVmall category pages.

• Helps shoppers locate their desired items quickly and effortlessly, saving time during product searches.

• Compliance & Penalties: If a merchant lists a product under an incorrect category ID, HKTVmall reserves the right to unpublish/delist the item and levy a penalty fee against the merchant.

How to Select the Appropriate Product Category?

1. Search Keywords

2. Select an appropriate product category

3. Select the product category number at the end of the webpage link (e.g. AA11350000000)

Which one should I select as the primary product classification code?

Correct primary product classification code

Common examples applicable to more than one product category

• Contact Lenses

Healthcare & Personal Care -> Contact Lenses & Eye Care -> Contact Lenses -> Coloured Contact Lenses -> Daily Disposable

Skincare & Cosmetics -> Contact Lenses -> Coloured Myopia Lenses -> Daily Disposable

• Women's Hats

Women's Fashion -> Accessories -> Hats & Caps

Sports & Travel -> Sportswear, Shoes & Protection -> Outdoor Accessories -> Hats & Bandanas -> Hats & Caps

• Leisure Chairs

Home & Furniture -> Furniture -> Living Room -> Sofas & Armchairs

Home & Furniture -> Furniture -> Outdoor Loungers & Casual Furniture

• Children's Desks / Computer Desks 

Home & Furniture -> Furniture -> Study Room -> Desks & Computer Desks

Home & Furniture -> Furniture -> Children's Furniture -> Study Desks & Chairs

• Canned Cat Food 

Pet Care -> Cat Zone -> Cat Food -> Canned Cat Food -> Complete Staple Canned Food

Supermarket -> Dog & Cat Supplies -> Canned Cat Food

• Body Wash 

Healthcare & Personal Care -> Personal Care Products -> Body Care -> Body Wash

Supermarket -> Personal Care Products -> Body Care -> Body Wash

[Examples]

Banner Wordings Reference

[Tutorial] Online Store Marketing Techniques and Storefront Management

In addition to the basic tutorial above, merchants can learn advanced techniques for customising their store interface. The advanced store layout customisation introduces two brand-new features: (1) New Storefront Modules and (2) Module Reordering Support, designed to enhance the mobile storefront browsing experience.

Updated on 21 Aug, 2026