This study investigates the factors influencing consumer purchase behaviors on TikTok Shop platforms in Kota Kinabalu, Sabah, utilizing a quantitative methodology. Despite encountering significant challenges such as time constraints, respondent understanding, geographic coverage, and data screening, the study effectively addresses these limitations to provide actionable insights. Key findings reveal that brand image, price, trust, perceived quality, and brand association significantly impact consumer purchase decisions, with brand image identified as a critical determinant. Additional influential factors include affordability, reliability, and perceived product quality. Practical recommendations for industry practitioners emphasize the importance of innovative technologies, process safety, operational efficiency, and the application of AI to adapt to market demands. To deepen the understanding of TikTok shopping behaviours, the study suggests methodological refinements, technological innovations, cross-cultural studies, and longitudinal analyses. By successfully tackling these challenges, this research contributes valuable insights to both industry and academia, highlighting the collaborative efforts required to navigate the evolving landscape of TikTok shopping.