TikTok Commerce and Cross-Market Adoption

doi:N/A

eISSN: None / ISSN: 1010-7347

Journal of International Marketing and Marketing Research

2024, Volume 2, Issue 1 : 1-9

Research Article

TikTok Commerce and Cross-Market Adoption

Olivia M. Reyes

Shaheer Ahmed

Haruto Tanaka

Department of Global Digital Media, New York University, USA

School of International Marketing Strategy, Indian Institute of Business Research, India

Faculty of Social Commerce Innovation, Osaka University, Japan

Abstract

TikTok has evolved from an entertainment platform to a global commerce ecosystem integrating algorithmic product discovery, live-stream sales, short-form content marketing, and in-app purchases. Adoption patterns vary across cultural, economic, and regulatory contexts, creating unique regional strategies for brands. This study examines cross-market adoption of TikTok commerce using theoretical frameworks, cultural analysis, and hypothetical datasets. Findings show Asia leads in live-commerce maturity while Western markets adopt TikTok for influencer-driven product discovery rather than direct purchase. A cross-market diffusion model is proposed to illustrate how cultural norms, platform regulation, and digital payment ecosystems shape adoption.

Keywords

TikTok Commerce

Cross-Market Adoption

Social Commerce

Live-Stream Shopping

Global Digital Retail

License

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