PERSAINGAN E-COMMERCE GLOBAL PADA ERA SOCIAL COMMERCE: TRANSFORMASI STRATEGI BISNIS DIGITAL MELALUI MEDIA SOSIAL DAN LIVE SHOPPING

Abstract

The development of social commerce has transformed the landscape of global e-commerce competition through the integration of social media, digital technologies, and live shopping, creating a more interactive and engaging shopping experience. This study aims to analyze the transformation of digital business strategies in the era of social commerce and to identify the key factors influencing the competitiveness of global e-commerce platforms. The study employed a descriptive qualitative approach using a literature review method. Secondary data were collected from scholarly articles indexed in international databases published between 2022 and 2025, industry reports, and relevant publications discussing social commerce, digital marketing, digital payment systems, cross-border logistics, and global e-commerce strategies. Data were analyzed using thematic analysis, including the stages of identification, screening, evaluation, and literature synthesis. The findings indicate that social commerce has evolved into a new business model integrating social interaction, marketing activities, digital transactions, and customer services within a unified digital ecosystem. Live shopping, influencer marketing, and digital community development have been proven to enhance customer engagement, customer loyalty, and business competitiveness. Furthermore, the integration of digital payment technologies and cross-border logistics has become a critical factor in expanding international market access. The comparative analysis of TikTok Shop, Shopee, and Temu demonstrates that technological innovation, data-driven marketing, customer experience, and the ability to adapt to changing consumer behavior are the primary drivers of sustainable competitive advantage in the global marketplace.