TikTok has a large global user base, particularly among young users who have a strong preference for short videos. These users are willing to spend more time on TikTok to both explore and produce content. While TikTok itself is a platform focused on short videos and uses a recommendation algorithm, TikTok Shop is an e-commerce marketplace that brings together online sellers, buyers, and creators. It enables merchants to recommend their short video content to TikTok users, allowing them to browse, place orders, and make payments for a variety of shopping processes.