社会 电商 as a Catalyst for Agribusiness Development
Evaluating the 影响 of TikTok 商店 训练 on Entrepreneurial 性能 in 马来西亚
Abd Razzif Abd Razak*, Siti Faizah Zainal, Siti Nurulaini Azmi, Nur Hafizah Roslan, Nur Syairah Ani Faculty of 管理 and Economics, Universiti Pendidikan Sultan Idris, 霹雳, 马来西亚
Rebuilt from the approved 社会 电商 manuscript text. Each model-specific DOCX is structured as a 17-page JABM 案例研究 manuscript with 7 tables, 5 figures, and full correlation analysis.
Abstract
The updated manuscript set uses the approved 社会 电商 manuscript text as the content source while preserving the corrected JABM 案例研究模板. The study evaluates the Agromarketing Masterclass TikTok 商店 Edition using official FAMA programme records from June to December 2024, covering 80 participating companies, 160 entrepreneurs and 425 stock-keeping units. The programme generated RM6,205,957.06 in cumulative sales and achieved a reported return on investment of 1:31.
关键词: Agribusiness marketing; TikTok 商店; social commerce; digital entrepreneurship; agropreneurs; FAMA; 马来西亚
简介
社会 commerce has changed the way small agribusinesses acquire customers, demonstrate product value and convert attention into sales. Platforms such as TikTok 商店 combine entertainment, community interaction, payment facilities and fulfilment functions in a single commercial environment.
In 马来西亚, FAMA introduced the Agromarketing Masterclass TikTok 商店 Edition as a structured training and performance-monitoring intervention to strengthen practical selling capability on TikTok 商店. This manuscript evaluates programme-generated sales, channel and seller performance evidence.
文献 审核
社会 commerce differs from conventional e-commerce because purchase decisions are shaped by social interaction, creator credibility, entertainment value and real-time product demonstration. JABM studies on online agricultural purchasing, e-commerce readiness among FAMA traders and FAMA market-access programmes provide the agribusiness marketing foundation for this study.
The Resource-Based 查看 explains performance differences through resources such as digital storytelling, product demonstration skill and storefront management. 动态 能力 Theory explains how entrepreneurs adapt livestream timing, content themes and offers as platforms and consumers change.
Methodology
The study uses a quantitative descriptive and aggregate correlational 设计. The dataset is the official FAMA TikTok 商店 performance record for the Agromarketing Masterclass TikTok 商店 Edition, including the Projek Perintis 报告 for December 2024. The analysis covers June to December 2024.
Findings
Six source tables from the FAMA TikTok 商店 性能 JABM and Projek Perintis JABM.
Table 1: 分销 of Participating Companies by 状态
| No. | 状态 | Companies | 分享 (%) |
|---|---|---|---|
| 1 | 玻璃市 | 1 | 1.3 |
| 2 | 吉打 | 3 | 3.8 |
| 3 | Penang | 2 | 2.5 |
| 4 | 霹雳 | 8 | 10.0 |
| 5 | Kuala Lumpur | 6 | 7.5 |
| 6 | 雪兰莪 | 33 | 41.3 |
| 7 | 森美兰 | 5 | 6.3 |
| 8 | 马六甲 | 1 | 1.3 |
| 9 | Johor | 4 | 5.0 |
| 10 | 彭亨 | 3 | 3.8 |
| 11 | 吉兰丹 | 8 | 10.0 |
| 12 | 登嘉楼 | 4 | 5.0 |
| 13 | 沙巴 | 1 | 1.3 |
| 14 | 砂拉越 | 1 | 1.3 |
| 总计 | 总计 | 80 | 100.0 |
来源: FAMA TikTok 商店 性能 JABM (2024).
Table 2: 摘要 of Agromarketing Masterclass TikTok 商店 Edition 性能
| No. | Item | 价值 |
|---|---|---|
| 1 | Number of Companies | 80 |
| 2 | Number of Participants | 160 |
| 3 | 训练 Courses Conducted | 2 |
| 4 | Companies 新鲜 产品 类别 | 11 |
| 5 | Companies 已处理 产品 类别 | 69 |
| 6 | SKU 总数s Marketed | 425 |
| 7 | PWD-owned Companies | 13 |
| 8 | June 2-hr 实时 Session 销售 | RM12,657.15 |
| 9 | July 2-hr 实时 Session 销售 | RM4,274.31 |
| 10 | 总销售额 December 2024 | RM1,705,942.05 |
| 11 | 总计 Cumulative 销售 | RM6,205,957.06 |
| 12 | Return on 投资 (ROI) | 1:31 |
来源: FAMA TikTok 商店 性能 JABM (2024).
Table 3: 销售 价值 by 销售 渠道
| 销售 渠道 | 描述 | 销售 (RM) | 分享 (%) |
|---|---|---|---|
| Livestream | 销售 through 实时-stream sessions | 2,105,670.00 | 33.9 |
| Window (Profile) | Purchases through TikTok 商店 profile window | 1,875,034.00 | 30.1 |
| Short Video | 销售 from short-video content | 1,621,255.00 | 26.1 |
| Others (商店 Tab) | 销售 through 商店 Tab browsing | 603,998.06 | 9.9 |
| 总计 | 6,205,957.06 | 100.0 |
来源: FAMA TikTok 商店 性能 JABM (2024).
Table 4: Monthly Programme 性能, June to December 2024
| 月份 | 总销售额 (RM) | Livestream (RM) | Short Video (RM) | 产品 Sold | Orders |
|---|---|---|---|---|---|
| June | 497,762.95 | 194,759.55 | 180,940.23 | 21,280 | 3,271 |
| July | 507,967.92 | 174,190.65 | 193,101.29 | 22,298 | 3,381 |
| August | 728,225.46 | 259,453.12 | 300,783.08 | 34,583 | 4,645 |
| September | 692,259.02 | 263,009.12 | 263,940.70 | 25,617 | 7,159 |
| October | 814,482.14 | 323,530.03 | 317,551.16 | 32,334 | 6,164 |
| November | 1,259,317.52 | 402,162.25 | 638,313.61 | 37,804 | 10,194 |
| December | 1,705,942.05 | 582,847.27 | 871,599.37 | 45,192 | 14,571 |
来源: Projek Perintis JABM (December 2024), 摘要 sheet.
表5：2024年12月按GMV排名的十大卖家
| 排序 | 商店 名称 | 批量 | SOF | OKU | GMV (RM) |
|---|---|---|---|---|---|
| 1 | Chef Ustazah HQ | 批量 2 | N | No | 689,517.94 |
| 2 | kerepek azharfood | 批量 1 | N | No | 533,945.85 |
| 3 | Munif Cocoa @ Koko Spread Sedap | 批量 1 | N | No | 173,804.07 |
| 4 | DASTO HQ | 批量 2 | N | No | 107,254.26 |
| 5 | Dapur Pak Amir | 批量 1 | N | Yes | 39,562.30 |
| 6 | Baja Taiping | 批量 2 | N | No | 37,368.97 |
| 7 | Ayamhalalbismi | 批量 1 | Y | No | 20,120.58 |
| 8 | RIZQ MART | 批量 1 | Y | Yes | 15,701.73 |
| 9 | Corndog Anak Ramai HQ | 批量 2 | Y | No | 10,396.60 |
| 10 | PEMPUR | 批量 2 | N | No | 9,770.79 |
来源: Projek Perintis JABM (December 2024), Seller GMV sheet. SOF = 销售 from 农场. OKU = Orang Kurang Upaya.
卖家层面的GMV显示收益高度集中。2024年12月，55家卖家的GMV为正，而25家卖家GMV为零。十大卖家的销售额占据了整个计划总销售额的很大比重。政策应对应当是分层施策：表现优异的卖家需要扩大规模的扶持和库存准备；表现中等的卖家需要转化率辅导；无活跃度的卖家在接受进一步培训前需要进行诊断性评估。
Table 6: Pearson 关联分析 分析 Indicators 已关联 with 总计 Monthly 销售
| Indicator | Pearson r | p-value | Sig. |
|---|---|---|---|
| Livestream sales (RM) | 0.989 | <.0001 | ** |
| Short-video sales (RM) | 0.997 | <.0001 | ** |
| Profile/window sales (RM) | 0.971 | 0.0003 | ** |
| 其他/shop-tab sales (RM) | 0.972 | 0.0002 | ** |
| Orders | 0.977 | 0.0002 | ** |
| 产品 sold | 0.930 | 0.0024 | ** |
| 产品 for sale | -0.011 | 0.9807 | ns |
| 实时-stream content volume | 0.720 | 0.0683 | ns |
| Short-video content volume | 0.414 | 0.3556 | ns |
| 总计 content volume | 0.538 | 0.2133 | ns |
注意： ** p < .01; ns = not significant; source: author calculation based on Projek Perintis JABM (December 2024), n = 7 months.
图表
Five official images from the Agromarketing Masterclass TikTok 商店 Edition programme. Click any image to zoom and pan.
Discussion
研究结果表明，当培训、平台接入与绩效监测三者相整合时，社交商务可以成为农业综合企业的一种增长机制。RM 620 万累计销售额与 1:31 的投资回报率表明其具有可衡量的商业回报。
从 an RBV perspective, value was created through content capability, 实时 selling skill and storefront execution. 从 a 动态 能力 perspective, the monitoring period allowed entrepreneurs to learn and adapt.
The correlation results support a commercial reading of the programme. Short-video sales, livestream sales, orders, shop-tab sales, profile-window sales and 产品 sold all correlated strongly with total monthly sales. The weaker result is just as important: content volume was not consistently significant. This is a useful correction to common digital-training advice that emphasises content quantity over content quality and conversion strategy.
最需要警惕的是收益的分布。强劲的总GMV可能掩盖无活跃度的卖家。公共机构应避免只报告销售总量，而忽视激活率、卖家分层以及卖家层面的差异。
Practical and 政策 Implications
FAMA should continue the programme but redesign the post-training layer. The next cohort should include conversion clinics, livestream scripts, product-bundle coaching, shop-profile audits, customer-response templates, fulfilment discipline and post-campaign review. 高 performers need scaling support, campaign planning and inventory readiness. Moderate performers need conversion coaching on livestream technique, offer 设计 and storefront execution. 不活跃 sellers need diagnostic assessment identifying whether the barrier is skill, motivation, product readiness or platform access.
Policymakers should use standardised metrics for future programmes: channel sales, orders, average order value, content performance, seller-level ROI and activation rate. 内容 quality and conversion strategy matter more than content volume alone. The programme also demonstrates that public-sector digitalisation can create direct economic returns when 设计 includes platform partnership and performance monitoring this model could be adapted for other agricultural agencies and commodities across 马来西亚.
Conclusion
The Agromarketing Masterclass TikTok 商店 Edition offers a credible model for integrating digital entrepreneurship training, platform collaboration and agribusiness marketing policy. The study shows that the programme produced measurable agribusiness outcomes: RM6,205,957.06 in cumulative sales, substantial channel diversification and strong aggregate-level correlations between sales activities and total performance.
The practical conclusion is: keep the programme, but make it sharper. 规模 what works, segment sellers by performance, coach conversion rather than content volume, and build the analytics infrastructure to track seller-level causality in future cohorts. Future evaluations should collect seller-level analytics including 实时-session conversion rates, customer repeat rates and profit margins to support stronger causal analysis.
参考文献
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