Challenges and Opportunities in TikTok Shop for Advancing Social Commerce and Consumer Engagement Strategies

Mohammed Suhaimi Yusof and Noorraha, Abdul Razak and Zakaria Mat Zin and Nurul Najiha Abdulloh (2025) Challenges and Opportunities in TikTok Shop for Advancing Social Commerce and Consumer Engagement Strategies. International Journal of Business and Technology Management, 7 (2). pp. 60-71. ISSN 2682-7646

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Abstract

The rapid expansion of social commerce has revolutionized online shopping, blending entertainment with seamless purchasing experiences. Among the leading platforms, TikTok Shop stands out for its innovative use of short-form videos, influencer-driven promotions, and AI-powered content recommendations. This study delves into the transformative impact of TikTok Shop on digital retail, highlighting both its advantages and challenges. While the platform excels in enhancing user engagement and driving impulse purchases, concerns persist regarding counterfeit products, misleading advertisements, and algorithmic biases. Furthermore, the reliance on influencers raises ethical concerns about transparency and consumer protection. Addressing these challenges requires a multifaceted approach, including stricter seller verification, enhanced fraud detection, and regulatory frameworks that promote ethical marketing practices. As social commerce continues to evolve, this study underscores the importance of balancing innovation with accountability to ensure a sustainable and trustworthy e-commerce ecosystem.

Item Type:	Article
Uncontrolled Keywords:	Social Commerce, TikTok Shop, Digital Retail, Online Shopping, E-Commerce
Divisions:	Faculty of Business and Accountancy (FABA)
Depositing User:	LIBRARY2 UPTM
Date Deposited:	17 Sep 2026 04:14
Last Modified:	17 Sep 2026 04:14
URI:	http://eprints.uptm.edu.my/id/eprint/6176

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