TikTok's Influence on Retail Businesses

Abstract

TikTok has risen to become the world's most popular video-sharing social media platform. TikTok has a huge active user base and a higher growth rate compared to other platforms. In recent times, TikTok has been increasingly used for business purposes. But despite this, there is still a lack of empirical research on the role of TikTok in the retail sector which is widely used. Thus, by capturing retailers' viewpoints, this chapter is keen to study the influence of TikTok on the retail sector. The chapter, ultimately, found that there are still many retailers who are not using the application. While, those who have utilized TikTok merely used it as a complementary platform to the established ones. Nevertheless, TikTok utilized retailers to acknowledge the innovative features of and the benefits realized from TikTok. Thus, recommended action plans are also suggested so the retailers can maximize the potential of TikTok in their businesses.