@ Halal | January-February . 2024

enhancing the chances of discovering products aligned with individual tasks .

While the seamless integration of shopping features adds a new layer to the user experience , concerns about contributing to excessive consumerism have been raised . Not everyone is pleased with the app ’ s transformation into a virtual mall , as articulated in McNeal ’ s article .

The effortless shopping experience it provides is not without risks . McNeal highlights statistics such as the app ’ s 47.6 billion views of the # tiktokmademebuyit hashtag , 92 per cent of TikTok users taking action after seeing a product on the app .

The constant stream of product endorsements , viral challenges , and selected trends creates an endless pursuit of the latest and most wanted items , promoting a culture of immediate satisfaction .

This never-ending cycle of desire and acquisition contributes to excessive consumerism , fostering a waste culture that frequently ignores unchecked consumption ’ s environmental and social consequences .

As a result , the TikTok Shop ecosystem can become a part of an unsustainable cycle in which users are constantly looking for the next “ must-have ” item .

The never-ending cycle of desire and acquisition contributes to excessive consumerism

BY PUTRI ABDA KAMALIA

AND

YUMI ZUHANIS HAS-YUN HASHIM

International Institute for Halal Research and Training ( INHART ) International Islamic University Malaysia

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The platform ’ s recent introduction of TikTok Shops has elevated its status , turning it into a virtual marketplace where users seamlessly transition from content consumption to product acquisition .

Leveraging TikTok ’ s algorithmic prowess , the platform offers a personalised shopping experience that has the potential to trigger impulsive purchasing decisions .

Chevalier ’ s survey results indicate that most TikTok users shop when they see something on the platform rather than when they need something .

TIKTOK ’ S PROWESS IN PERSONALISED CONSTANT STREAMING

In the dynamic realm of modern social media , the objective extends beyond connecting people to transcending those connections . TikTok Shops have emerged as a dynamic force in the vibrant world of e-commerce , translating digital trends into tangible purchases .

TikTok shopping offers a platform for discovering unique products through engaging content . It provides a visually appealing way to showcase items , making the shopping experience more attractive and enjoyable .

TikTok shopping lets creators share genuine reviews , giving users valuable insights before purchasing . The platform ’ s algorithm tailors recommendations based on user preferences ,

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THE ETHICALITY OF TIKTOK SHOPPING

Looking from the ethics lens , like any form of e-commerce , TikTok shopping can be related to transparency , user privacy , and adherence to ethical business practices .

On the positive side , TikTok shopping offers transparency through clear and honest communication about products , prices , and policies , helping users make informed decisions .

TikTok also offers an accessible platform where small businesses and independent creators can participate , thus promoting inclusivity in the marketplace .

On the downside , the nature of TikTok ’ s short-form content may encourage impulsive buying decisions , potentially leading to regrettable purchases . As with any online platform , personal data handling and protection could also be an issue , highlighting the need for users to take precautions and be cyber-smart at all times .

Ultimately , the ethicality of TikTok shopping lies in how businesses and creators conduct themselves on the platform , respecting user trust and ensuring fair and honest practices .

Meanwhile , users should exercise discernment in their purchasing decisions .

WASATIYYAH CONSUMERISM , A SUBSET OF ISLAMIC CONSUMERISM

When confronted with the influence of TikTok Shops on consumer behaviour , Wasatiyyah Consumerism can offer a solution to ensure one upholds his standing as a responsible and ethical consumer .

Wasatiyyah consumerism can be positioned as a subset of Islamic consumerism alongside Halal Consumerism ( a concept where the supply and demand for products and services are reciprocal and interconnected between the consumer , products / services and manufacturer / service provider ) ( Ramli and Jamaludin , 2011 ) and another emerging model of Sejahtera Consumerism ( a circular model of which consumerism activities are grounded on a sustainable platform ) ( Abdul Razak , 2021 ).

Several underlying concepts in Islamic Consumerism include : i . consumers are deemed rational when they spend their incomes to maximise their material satisfaction at par with their spiritual satisfaction , ii . consumers should lend priority to benefits ( maslahah ) instead of utility satisfaction to fulfil limited want , and , iii . based on shari ’ ah-abiding principles ,