Live shopping practices: The reality of mediated conventional stores

Indah Wenerda

Abstract


Online transactions are the best choice for today's digital society. Various e-commerce platforms available make online transaction activities easier to do. One of them is through the TikTok platform, which was originally known as a platform that provides a collection of entertainment videos, then transformed into an e-commerce platform with its TikTok Shop feature. The latest digital transaction that also exists on TikTok that we can feel now is live shopping. In the practice of live shopping, there is a practice that is contrary to the practice of previous online transactions, namely the presence of physical stores but mediated. In this paper, we will describe the practice of live shopping using qualitative descriptive research.  The data collection technique used is netnography by observing online transaction practices during live shopping on TikTok. Online transactions that occur through TikTok Shop on its live shopping service can increase the desire of users / buyers when deciding to buy products. This happens because there are more real factors such as shopping at conventional stores but this practice is through smartphones. Another development of the latest online transactions through live shopping is the existence of business opportunities that provide complete tools for UMKM and local brands to increase income through live shopping practices.

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DOI: https://doi.org/10.26555/adiccom.v1i1.13706

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