This study makes a novel contribution by empirically establishing Fear of Missing Out (FoMO) as a central psychological driver influencing consumer purchase decisions during TikTok livestream shopping events in Indonesia’s beauty and personal care sector. Using an explanatory quantitative approach, data were collected from 400 followers of five leading Indonesian skincare brands via online surveys. Structural Equation Modeling (SEM) analysis revealed that both livestream shopping content and FoMO significantly and positively affect purchase decisions, with FoMO mediating the impact of livestream shopping on purchase behavior. These findings provide actionable insights for data-driven marketing strategies, enabling brands to optimize real-time content and leverage psychological triggers to enhance engagement and conversion. By focusing on local brands and TikTok’s dynamic ecosystem, this study contributes to sustainable digital commerce by supporting the growth of Indonesia’s digital economy and empowering small business through innovative marketing. This study also advances understanding of how computational intelligence and social media analytics can drive broader digital transformation, aligning with Indonesian’s Sustainable Development Goals. Overall, this work offers a comprehensive model for marketers and policymakers to develop effective, ethical, and inclusive digital strategies in Indonesia’s rapidly evolving s-commerce landscape.