This article explores how e-commerce – particularly social commerce – is empowering women small entrepreneurs in developing countries to become ‘digital entrepreneurs’. Focusing on Ghana and Senegal, it examines how women-owned businesses are leveraging social media platforms to participate in both domestic and cross-border trade, opening new pathways to economic and social inclusion. Despite its rapid growth, social commerce remains under-researched and largely overlooked by policymakers. Responding to this gap, the study draws on regional data on internet access and digital use across gender and age groups, as well as insights from an original survey of ninety-nine micro and small entrepreneurs in the two target countries. It sheds light on the socioeconomic profiles of women-led digital businesses and evaluates the opportunities and barriers they face when using social commerce – from business performance to impacts on women’s economic independence, agency, and self-esteem. The article concludes with policy recommendations to better support this dynamic yet underserved segment of the digital economy.

ABSTRACT This study identifies and prioritizes key factors driving social commerce (s-commerce) adoption in Czechia. A sequential mixed-methods design combines a global systematic literature review of 240 studies, including bibliometric analysis, with a three-round Delphi study involving e-commerce and social media experts. Experts reached strong consensus (Kendall’s W = 0.767), highlighting word-of-mouth/social commerce constructs, trust and user experience as the most influential drivers. Interpreted within economic frameworks emphasizing information asymmetry and transaction-cost reduction, the findings provide one of the first expert-validated rankings for an emerging CEE market and offer practical guidance on trust-building, designing peer-interaction mechanisms, and improving user onboarding.

The objective of this study is to conduct a systematic literature review of repurchase intention in social commerce. Specifically, the study examines the current state of research, identifies the key determinants of repurchase intention, and synthesizes background theories and measurement approaches applied in this domain. This research employed the PRISMA procedure for a systematic literature review conducted across two databases: Web of Science and Scopus. A total of 177 papers were identified from databases, with no restrictions on publication year, facilitating the assessment of all pertinent research on the topic. After screening, eligibility for evaluation was based on the study’s objective; ultimately, 27 publications were identified for systematic review and analysis. The results underscore the top five primary determinants of repurchase intention in social commerce: trust, social influences, user experience, perceived value and social commerce attributes. Furthermore, the research identified 16 theoretical foundations for examining repurchase intention in social commerce, with the Stimulus–Organism–Response framework and the Technology Acceptance Model as the primary theories for this systematic review. Furthermore, the findings indicated that partial least squares structural equation modeling remains the predominant measurement technique, but alternative methods continue to be used.

The expansion of social commerce has reshaped consumer decision-making, particularly among Generation Z as digital natives who are highly engaged with social media platforms. TikTok Shop integrates entertainment, social interaction, and instant purchasing features that may intensify psychological stimuli such as Fear of Missing Out (FOMO), thereby encouraging impulsive buying behavior. This study investigates the level of FOMO and impulsive buying among Generation Z students at Universitas Pendidikan Indonesia (UPI) Tasikmalaya who use TikTok Shop, and empirically examines the effect of FOMO on impulsive buying behavior. Employing a quantitative descriptive-verificative design, data were collected through structured questionnaires from 339 respondents selected using purposive sampling. Simple linear regression analysis was applied to test the proposed hypothesis. The findings reveal that Fear of Missing Out has a positive and statistically significant effect on impulsive buying behavior among Generation Z TikTok Shop users. This indicates that psychological concerns related to social exclusion and trend avoidance play a critical role in accelerating unplanned purchasing decisions within digital commerce environments. The study contributes empirical evidence to consumer behavior research in social commerce contexts and highlights the importance of understanding psychological drivers in shaping responsible consumption and effective digital marketing strategies.

Social commerce model for business outcomes: Validated structure–conduct–outcome framework using mixed methods design

Channel selection for the manufacturer considering online firestorms in social commerce era

In social commerce, particularly among small and medium-sized handicraft enterprises (SMEs), personalized recommender systems (RS) are crucial for enhancing store and product discovery. Conventional content-based filtering (CBF) often overemphasizes accuracy, leading to over-specialization and limiting exposure to novel or diverse items, an issue in the handicraft sector where uniqueness is valued. This study proposes a serendipitous recommendation approach using a Genetic Algorithm (GA) with adaptive selection strategies, Roulette Wheel Selection (RWS), Tournament Selection (TnS), and Rank-Based Selection (RBS), to balance relevance and unexpectedness. Handicraft store attributes, such as product types, materials, and services, are encoded in a 19-bit chromosome and evaluated via a hybrid fitness function. Tested on real data from West Sumatra SMEs, the model is assessed using Precision, Recall, Novelty, and Serendipity metrics. Results show that the GA-based adaptive selection approach outperforms baseline CBF in producing more diverse and surprising recommendations, fostering exploratory shopping experiences and supporting the discovery of unique local products in social commerce ecosystems.

This study analyzes gharar practices in TikTok Shop promotions through a fiqh muamalah approach integrated with empirical findings on live-streaming commerce and urgency marketing. The data shows that uncertainty arises not only in the object of the contract through discrepancies in the identity and specifications of goods, but also in pricing through non-transparent discounts and price changes at checkout, as well as in transaction mechanisms such as limited stock claims and inconsistent COD promotions. Using the Stimulus–Organism–Response framework, this study interprets that affective pressure, arousal, and fear of missing out accelerate decision-making, thereby affecting the quality of tarāḍī in contracts. Normative analysis classifies the spectrum of gharar from yasīr to fāḥish based on the affected contract elements and the level of information distortion. Unlike gharar studies that generally focus on modern financial instruments, this study places digital promotions as the locus of evaluating the validity of contracts in social commerce, and affirms the preventive function of fiqh muamalah in assessing the transparency and fairness of platform-based transactions.

This study was conducted to understand the factors that influence the adoption and use of payment features on TikTok Shop, a social commerce platform. By utilizing the UTAUT model supplemented with data security and privacy variables, this study examines how various factors encourage or hinder the intention to use this digital payment system. The results show that performance expectancy, social influence, security, and facilitating conditions have a significant effect on the intention to use, while effort expectancy and privacy do not have a significant effect. Data privacy also does not influence usage decisions, indicating that privacy concerns are not a major factor for users. Overall, this study concludes that the adoption of TikTok Shop's payment features is more determined by perceived benefits, social influence, system security, and the availability of supporting facilities than by privacy or ease of use factors.

The rapid development of social media has given rise to new marketing strategies, one of which is live streaming shopping through platforms such as TikTok Shop. Digital influencers, especially Instagram influencers, play a key role in shaping consumer perceptions and purchasing decisions, particularly for high-involvement products such as perfume. This study aims to analyze the influence of Instagram influencer communication styles (informative, entertaining, interactive) on consumer trust and emotional engagement, and to assess the mediating role of trust and emotional engagement on sharing intention. This study uses a quantitative approach with a survey method involving 342 TikTok users who have watched perfume live streaming sessions. The data analysis technique used is Structural Equation Modeling – Partial Least Squares (SEM-PLS) with SmartPLS 4.0 software. The results show that entertaining and informative communication styles have a significant influence on trust and emotional engagement, while the interactive style has a significant influence on emotional engagement. Trust and emotional engagement are proven to mediate the relationship between communication styles and consumer behavioral intentions. This research strengthens the relevance of the SOR (Stimulus–Organism–Response) Model in the context of social commerce and provides practical contributions for brands and influencers in choosing the right communication approach based on audience segments and product characteristics.

The rapid growth of social commerce platforms has transformed online trading practices and introduced new challenges for consumer protection law. TikTok Marketplace, as an integration of social media content and digital commerce, exemplifies this shift by blurring the boundaries between entertainment, advertising, and contractual transactions. This study aims to analyze the extent to which existing legal frameworks provide effective protection for consumers engaging in trading transactions through TikTok Marketplace. Using a qualitative research design with a case study approach, the study relies on secondary data derived from statutory regulations, platform policy documents, official reports, and scholarly literature. The analysis applies a descriptive-deductive method to assess consumer rights, the allocation of legal responsibilities among platforms, sellers, and content creators, and the effectiveness of dispute resolution mechanisms. The findings indicate that while current consumer protection and electronic transaction laws establish basic normative safeguards, they are not fully responsive to the distinctive characteristics of social commerce. Gaps persist in responsibility allocation, transparency of promotional content, and enforcement mechanisms, particularly in platform-based dispute resolution. This study contributes to the literature on consumer protection and digital platform governance by offering a focused legal analysis of social commerce and highlighting the need for more adaptive and explicit regulatory approaches to protect consumers in evolving digital marketplaces.

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in economic development; however, their competitiveness is often constrained by weak branding and limited digital marketing capabilities. This community engagement program aimed to strengthen brand identity and digital capacity of the “Pukle” catfish cracker MSME in Karangsuwung Village, Cirebon Regency, through an integrated branding and sharia-based digital marketing approach. A participatory–collaborative method was employed, consisting of needs assessment, Workshops, technical mentoring, and monitoring and evaluation. The interventions included the development of brand identity elements (logo, tagline, and visual guidelines), improvement of informative packaging, activation and optimization of WhatsApp Business, and utilization of TikTok Shop as a social commerce channel. In addition, a standard operating procedure for sharia-compliant digital content based on the principles of shiddiq (truthfulness), amanah (trustworthiness), fathanah (competence), and tabligh (communicativeness) was formulated to enhance consumer trust. The results indicate improvements in product professionalism, digital channel management, content consistency, and customer interaction. The integration of branding and sharia digital marketing proved relevant in building differentiation, expanding market access, and strengthening long-term business reputation. The program highlights that MSME digital transformation requires capacity building, continuous mentoring, and ethical value integration to ensure sustainable competitiveness.

The e-commerce sector in India has experienced unprecedented growth over the past decade, emerging as a key driver of the country’s digital economy. The rapid adoption of internet services, widespread smartphone penetration, and an increase in digital literacy have collectively transformed the way Indian consumers shop and interact with brands. The sector has evolved from being dominated by a few major players to a highly competitive landscape encompassing a wide range of companies, including e-retailers, marketplace platforms, and specialized niche providers. This research paper examines the present scenario and future prospects of e-commerce companies in India, highlighting market dynamics, technological innovations, consumer trends, opportunities, and challenges. Currently, India stands as one of the fastest-growing e-commerce markets globally, with billions of dollars in annual transactions and a rapidly expanding customer base. Major players such as Amazon, Flipkart, Reliance Digital, and emerging startups have leveraged technological advancements, robust logistics networks, and innovative business models to capture diverse market segments. The ongoing COVID-19 pandemic further accelerated digital adoption, as consumers increasingly relied on online shopping for essentials, groceries, electronics, and fashion products. This shift has underscored the importance of seamless digital experiences, secure payment systems, and reliable delivery mechanisms, which have become critical factors for success in the competitive e-commerce landscape. The paper also explores the drivers of growth and emerging opportunities for e-commerce companies in India. Factors such as the rise of mobile commerce, increasing internet penetration in semi-urban and rural areas, digital payment adoption, and government initiatives under Digital India are enabling e-commerce platforms to expand their reach. Additionally, advancements in artificial intelligence, big data analytics, and supply chain automation are facilitating personalized consumer experiences, predictive marketing, and operational efficiency. The growing preference for regionallanguage content and hyper-local delivery models is opening new avenues for reaching untapped markets. Looking ahead, the future outlook for e-commerce companies in India remains highly promising. Emerging trends such as social commerce, voice commerce, augmented reality shopping, and subscription-based models are likely to redefine the consumer experience. The integration of advanced technologies like AI-driven chatbots, machine learning-based recommendation engines, and blockchain-enabled supply chains will enhance customer engagement, transparency, and trust. However, the sector also faces challenges, including regulatory compliance, cybersecurity threats, rising competition, and logistical complexities, which require strategic planning and innovation to overcome. In conclusion, e-commerce in India represents a dynamic and rapidly evolving ecosystem with immense potential for growth. Companies that adapt to technological advancements, consumer preferences, and ethical business practices are expected to thrive in the competitive market. This research underscores the strategic importance of digital innovation, operational excellence, and customer-centric approaches to sustain and accelerate the growth of e-commerce companies in India’s digital economy.

The rapid growth of social commerce platforms like TikTok Shop has transformed Generation Z's shopping habits in rural areas such as Sumbawa Regency, where digital infrastructure challenges persist. Features including live streaming, flash sales, and online customer reviews drive interactive and urgent buying experiences amid rising e-commerce adoption in Indonesia. This study aims to examine the influence of these factors on Generation Z's purchasing decisions on TikTok Shop.This quantitative research employed purposive sampling to select 100 Generation Z respondents (aged 13-27) from Sumbawa Regency who had purchased on the platform. Data were gathered via online questionnaires using Google Forms, with analysis conducted through classical assumption tests, multiple linear regression, t-tests, F-tests, and coefficient of determination via SPSS software.​Results reveal that live streaming (β=0.490, t=4.285, p=0.000), flash sales (β=0.540, t=3.903, p=0.000), and online customer reviews (β=0.178, t=2.206, p=0.030) positively and significantly affect purchasing decisions partially and simultaneously (F=51.461, p=0.000), explaining 60.6% of variance (Adjusted R²=0.606). Live streaming emerged dominant.In conclusion, TikTok Shop's marketing features significantly shape rural Generation Z buying behavior, urging optimized strategies for similar contexts.

Purpose: This study aims to examine how short-video marketing and AI content tools influence SME business performance on TikTok and Shopee through the mediating role of digital trust. The novelty of this research lies in integrating short-video marketing and AI-assisted content creation within a single trust-based explanatory model in the context of SMEs in social commerce platforms in a developing country. Method: This study employs a quantitative explanatory research design using survey data collected from 205 SMEs actively operating on TikTok and Shopee. The conceptual framework links short-video marketing and AI content tools to business performance through digital trust. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS to test both direct and mediating effects. Result: The results show that both short-video marketing and AI content tools have significant positive effects on digital trust, and digital trust has a strong positive effect on SME business performance. Furthermore, digital trust is proven to significantly mediate the relationships between short-video marketing and business performance, as well as between AI content tools and business performance. These findings highlight that trust is the key mechanism that transforms content strategies and technology adoption into performance outcomes. Future research is recommended to extend this model by incorporating additional variables such as platform reputation, influencer endorsement, or consumer digital literacy.

TikTok Shop's live streaming drives fashion MSMEs amid Indonesia's social commerce surge. This study examines live streaming strategy and consumer behavior's impact on purchasing decisions using a quantitative survey of 104 purposive-sampled TikTok Shop users buying MSME fashion products. An online ordinal-scale questionnaire was analyzed via non-parametric tests (Spearman correlation, Kruskal-Wallis) and curve estimation. Results show moderate correlation for live streaming (rho=0.512, p=0.000), strong for consumer behavior (rho=0.668, p=0.000), with cubic models yielding R²=0.215 (X1-Y) and R²=0.396 (X2-Y); multicollinearity noted. Both factors synergistically influence decisions, with consumer behavior dominant; MSMEs should optimize interactions and behavioral insights..

The paper discusses how discounting via social media impacts impulsive purchase behavior and brand loyalty among generation Z consumers, based on the statistical analysis of the data involving 353 participants, flash sales and promotional codes mostly produce new transactions but they develop the relationships between the consumers and the brand on a transactional, price-sensitive scale, rather than a lasting affective one. One interesting observation establishes social evidence especially through influencer recommendation as the dominant force behind brand trust at temporary promotional stages. The factual data indicate that discounting alone cannot serve to maintain long term retention but rather companies need to introduce plausible social evidence to move consumers away towards short term reactions and long-term compliance. These are the findings that give strategic advice to marketers working in the competitive social commerce environment.

This study aims to analyze the influence of fashion involvement, shopping lifestyle, and live streaming shopping on e-impulse buying of fashion products in TikTok Shop users in Pekanbaru City. The phenomenon of increasing impulse purchases in the context of social commerce is a major concern, especially as TikTok has evolved from a mere entertainment platform to an interactive marketing medium that encourages spontaneous purchase decisions. A quantitative approach was used for the survey method of 100 respondents selected through purposive sampling technique. Data was collected using questionnaires and analyzed by multiple linear regression through SPSS software. The results of the study show that fashion involvement, shopping lifestyle, and live streaming shopping have a positive and significant effect on e-impulse buying of fashion products at TikTok Shop in the city of Pekanbaru. These findings indicate that the higher the consumer engagement with fashion, the stronger their shopping lifestyle, and the more intense the interactive experience through live streaming, the tendency to make impulse purchases also increases. This research offers practical implications for online businesspeople in designing marketing strategies that harness the power of real-time interaction and visual appeal to drive spontaneous purchase decisions.

In the background of Digital economy, the social media platforms have changed the consumers' purchasing process of decision-making with the help of short- video content and live- streaming commerce. Based on major Chinese social media platforms as the research objects, study how psychological and social mechanisms such as emotional arousal, sensory stimulation, conformity effect, social trust influence consumers' behavior patterns across different platforms. The results show that different user groups consume algorithms in different ways and content and interaction forms on different platforms. Douyin highlights emotional contagion and interactive stimulation, Xiaohongshu reduces the sense of risk through authentic experience sharing, and WeChat Channels increase trust through expert endorsement and acquaintance social networks. Based on existing empirical studies and survey evidence, this study further verifies that perceived value has a positive impact on purchasing behavior, and perceived risk has an inhibitory effect. Also show the professional knowledge, the role of the interaction experience of the person with many views and the innovation of the product to the live-streaming commerce is very crucial. The findings of this paper help to gain a deeper understanding of the influence mechanisms of differentiated platforms in social commerce and provide operational practices and digital marketing strategies for platforms.

This study aims to examine the effect of sales promotion on impulsive buying among TikTok Shop users, with shopping motivation as a moderating variable. The rapid growth of social commerce has encouraged businesses to intensively use sales promotions such as discounts, free shipping, and flash sales, which can trigger unplanned purchasing behaviour. This research employs a quantitative approach using a survey method conducted on TikTok Shop users who have previously made purchases. The sample was selected through purposive sampling, and the data were analysed using the Partial Least Square (PLS) method with the assistance of SmartPLS software. The results indicate that sales promotion has a positive and significant effect on impulsive buying. Furthermore, shopping motivation is proven to moderate the relationship between sales promotion and impulsive buying, strengthening the impact of promotional activities on consumers with higher shopping motivation. This study contributes to consumer behaviour literature and provides practical insights for businesses in designing effective promotional strategies on TikTok Shop.