Assessing the success of agromarketing masterclass TikTok shop edition: evidence from FAMA’s digital agropreneurship program

This study evaluates the effectiveness of the Agromarketing Masterclass TikTok Shop Edition (AMTTSE), a government-led digital agropreneurship intervention implemented by the Federal Agricultural Marketing Authority (FAMA) in Malaysia. Responding to the need for stronger empirical evidence on whether social commerce training translates into measurable economic outcomes, the study applies a quantitative descriptive and aggregate correlational design using the official AMTTSE performance dataset for June to December 2024. The dataset covers 80 participating companies, 160 entrepreneurs, 425 stock-keeping units, programme sales channels, content distribution, product movement, orders and seller-level gross merchandise value (GMV). The findings show that the programme generated RM6,205,957.06 in cumulative sales from June to December 2024 and achieved an overall return on investment of approximately 1:30.64. Short-video sales contributed RM2,766,229.44, livestream sales contributed RM2,199,951.99, profile-window sales contributed RM127,020.07 and other shop-tab sales contributed RM1,112,755.54. Pearson correlation analysis using monthly aggregate data indicates that total monthly sales were strongly and significantly associated with short-video sales (r = .997, p < .0001), livestream sales (r = .989, p < .0001), orders (r = .977, p = .0002) and products sold (r = .930, p = .0024). The findings support the Resource-Based View and Dynamic Capabilities perspectives by showing that digital engagement, adaptive content capability and platform-based selling mechanisms are strategic resources for agropreneurial performance. The study contributes by providing evidence from an outcome-based public- sector digitalisation programme and by clarifying the conditions under which TikTok Shop can function as a practical income- enhancement mechanism for Malaysian agripreneurs.