STRATEGIC AUTONOMY IN FLUX: EXAMINING POWER DYNAMICS IN TIKTOK SHOP'S MANAGED MODELS

Abstract

The article delves into the transformative impact of TikTok's new business model, TikTok Shop, which has revolutionized cross-border e-commerce by introducing managed models for merchants. This shift has led to significant challenges for merchants, including reduced profitability and loss of autonomy, particularly under the hosting model. Employing online ethnography and examining platform policies, the study sheds light on power dynamics within the TikTok ecosystem, revealing the platform's influence over economic activities and its implications for stakeholders. Through an exploration of TikTok's vertical integration and control of the value chain, the article underscores the precariousness of platform-based business models and highlights the need for public accountability. This analysis offers insights into the complex interplay between platform power, merchant autonomy, and economic activities within the TikTok ecosystem, contributing to a deeper understanding of the evolving dynamics in digital commerce.