Transforming MSME Offering Strategies in the Social Commerce Era: A Literature Review of the Impact and Integration of TikTok Shop–Tokopedia
DOI:
https://doi.org/10.65310/d3f5f234Kata Kunci:
Digital distribution, MSMEs, Offering strategies, Platform integration, Social commerce.Abstrak
The development of social commerce has transformed micro, small, and medium enterprise (MSME) offering strategies through interactive marketing, promotional pricing, and integrated digital distribution. This study examines changes in product presentation, pricing, promotional mechanisms, and distribution following the integration of TikTok Shop with Tokopedia in Indonesia. A qualitative descriptive-analytical literature review was conducted using scholarly publications, industry reports, corporate documents, and relevant regulatory materials. Data were examined through thematic analysis, comparative synthesis, and cross-source triangulation. The findings identify three interconnected developments. First, product offerings have shifted toward shoppertainment through short videos, livestream demonstrations, interactive communication, and affiliate marketing. Second, pricing strategies increasingly incorporate flash sales, discount vouchers, shipping incentives, and time-sensitive promotions, requiring coordination between consumer engagement, pricing transparency, and promotional expenditure. Third, regulatory changes associated with Minister of Trade Regulation No. 31 of 2023 and platform integration have restructured distribution arrangements, creating opportunities for transaction coordination while introducing operational challenges. These include platform dependence, promotional costs, inventory reliability, and regulatory compliance. The study concludes that sustainable MSME competitiveness requires coordinated product innovation, credible communication, responsible pricing, and reliable multichannel distribution. Its contribution is an integrated analytical framework connecting consumer-oriented social commerce mechanisms with seller-side strategic adaptation and business sustainability.
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Referensi
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Hak Cipta (c) 2026 Intan Nur Wahidah, Sarpini Sarpini (Author)
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