TikTok Shop is an integrated e-commerce solution on TikTok that allows sellers to market and sell products directly within the app through videos, LIVEs, and a Showcase tab on their profile. It offers a seamless shopping experience, keeping discovery, purchase, and post-sale activities all in-app. The Shop Tab serves as a marketplace for users to find and buy products easily. To set up a shop, sellers need to define their target audience, create a TikTok Business Account, register for TikTok Shop, link a bank account, and connect their TikTok account to the Shop. Selling on TikTok provides access to a massive audience, particularly among Gen Z, and offers a seamless shopping journey from discovery to checkout, backed by data-driven insights. However, TikTok Shop currently supports only the sale of physical products