Communications in Humanities Research ISSN: 2753-7072
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Research Article

Analysis of Tiktok’s E-commerce Model in Overseas Markets

Junyan LiWenzhou Kean University* Qihao LiangAssumption university Yiheng YangThe University of Newcastle in Singapore PSB Academy Ruitong YuanHigh School Affiliated to Nanjing University

* Corresponding author: [email protected]

Abstract

With the rapid popularization of the modern internet, the market has rapidly explored the commercial value of social media. Although social e-commerce is now standard and dynamic on different social media outlets, there was rarely an influential and rapidly growing e-commerce group or platform for a long time in the past until TikTok shop accompanied the emergence of TikTok. Compared with most new media e-commerce platforms, TikTok shop is an official e-commerce platform more closely attached to TikTok social software. To explore why TikTok’s new media e-commerce model can develop rapidly, analyze the advantages of TikTok in various process steps and collect and analyze relevant merchant data and user data to prove it. The study found that the reasons for the rapid development of TikTok shops are as follows: 1) TikTok stores use specific user groups as potential customers, promote products that these groups are more interested in, and vigorously cultivate sales blogs that promote products; 2) Unlike most new media e-commerce, in the TikTok e-commerce model, sales bloggers and TikTok also have considerable benefits, forming a multi-party win-win situation.

Keywords: TikTok; social media; e-commerce
Published: December 7, 2023
DOI: 10.54254/2753-7064/22/20231561
Volume: CHR Vol.22
pp. 20-28
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