Analysis of The Effectiveness of using The Live Shopping Feature on The TikTok Platform in Increasing Sales Conversion : A Case Study of XYZ Online Store

Abstract

This study analyzes the effectiveness of TikTok Live Shopping in supporting sales conversion at XYZ Online Store. A mixed-methods approach was employed by combining quantitative data from 42 live shopping sessions with qualitative evidence obtained through an interview with the store owner and observations of selected live sessions. The analysis identified differences in average conversion rates across broadcasting periods, with morning sessions recording 55.08%, afternoon sessions 63.34%, and evening sessions 64.30%. Thus, among the observed sessions, the evening period generated the highest average conversion rate. Qualitative findings further indicate that content presentation, host responsiveness, real-time interaction, promotional incentives, and technical preparedness were relevant characteristics of effective live sessions. The store owner perceived direct interaction as helping audiences become more confident when considering purchases; however, consumer trust was not directly measured through consumer interviews or surveys. Using the Stimulus–Organism–Response perspective as an analytical lens, the study interprets Live Shopping characteristics as factors associated with audience engagement, purchasing responses, and observable sales conversion rather than as components of a statistically tested causal model. The findings provide practical insights for MSMEs seeking to organize Live Shopping activities more effectively while highlighting the need for future research that directly measures consumer engagement and trust.