TikTok Shop Live Broadcasts Under Scrutiny as Traditional Market Traders Complain of Revenue Decline
The phenomenon of live shopping on the TikTok platform has once again become a hot topic after several traditional market traders complained of a significant decline in turnover. Live broadcasts featuring product promotions with substantial discounts are seen as drastically shifting public shopping patterns.
In several viral videos on social media, sellers on the TikTok Shop Live feature are shown selling hundreds to thousands of products in just a few hours. Strategies such as flash sales, direct interaction with viewers, and the use of influencers have led to rapidly increasing sales.
However, offline traders admit they struggle to compete. They believe the prices offered in live broadcasts are often much cheaper due to subsidies, platform promotions, and collaborations with large producers.
“Nowadays, many buyers look at goods here, but they buy online because it’s cheaper,” said one trader in a widely circulated video.
This phenomenon has drawn public attention because it is not just about technological change, but also concerns the distribution of economic power in the trading sector. Platforms like ByteDance, the owner of TikTok, are considered to have significant control in determining who benefits in the digital ecosystem.
Through algorithms and promotional features, platforms can promote certain products to be more visible than others. This makes competition no longer solely between sellers, but also influenced by the platform’s system. Additionally, the integration of content, entertainment, and transactions in one application blurs the boundaries between media and market. Users do not just watch, but directly buy the products displayed in real-time.
The government has previously highlighted these practices and attempted to reorganise digital trade mechanisms, particularly regarding the protection of UMKM and market fairness. However, the rapid development of technology often leaves regulations behind.
Observers assess that this phenomenon reflects major changes in the media and economic landscape. Digital platforms are no longer mere intermediaries, but also key actors that regulate the flow of information as well as transactions.
To date, the debate continues between those who see live shopping as a new economic opportunity and those who view it as a threat to traditional businesses. Clearly, this trend shows that the power of digital media now not only influences what the public sees, but also how they shop.