Modern Economics & Management Forum

With the development of social media, TikTok live e-commerce has gradually emerged, transforming traditional consumption patterns and brand marketing strategies by seamlessly combining entertaining content with e-commerce. Through content-driven sales models and the seamless integration of social interaction and immediate consumption, TikTok has not only enhanced the shopping experience for users but also posed challenges to traditional e-commerce models. Its successful experience has brought new business insights to the global market. However, in the context of technological development, global expansion, and market competition, TikTok live e-commerce still needs to address multiple challenges to maintain its innovative edge and market position.