Paranovus is a holding company focused on U.S.-based TikTok social commerce through its majority stake in Bomie Wookoo. The company operates in three primary areas: direct-to-consumer sales, e-commerce enablement services, and traditional wholesale. Through its own TikTok Shops, Paranovus sells consumer goods such as handbags and gifts, using short-form videos, livestreams, and influencer marketing to drive discovery and sales. Its enablement business provides end-to-end services for third-party merchants, including store management, livestream operations, and digital advertising, in exchange for service fees. Paranovus recently acquired the athletic wear brand Heyviva to expand its owned-product portfolio. While the company maintains an offline wholesale business reselling branded footwear, management is de-emphasizing this segment to focus on e-commerce and enablement services. This strategy follows several pivots away from former operations in China-based nutraceuticals, auto sales, and AI-powered entertainment. Paranovus now has no operations in China and concentrates entirely on the U.S. market. The company generates revenue through direct product sales, service fees from merchant clients, and wholesale markups.