TikTok Shop Japan Hits ~￥50 Billion GMV in First Year, Content E-Commerce Model Gains Initial Traction

As of September 1, TikTok Shop Japan has marked its first full year of operation, with its content e-commerce model taking preliminary shape. According to data from the Japan Digital Commerce Research Institute, the platform's GMV between June 2025 and June 2026 reached approximately 50 billion Japanese yen. As of the end of 2025, it had roughly 50,000 settled merchants and around 200,000 content creators focused on product promotion. Roughly 70% of its GMV comes from livestreams and short videos, with influencer distribution having emerged as the core driver of transactions.

In terms of local benchmark cases, after Yodobashi Camera joined the platform in November 2025, a dedicated team running high-frequency livestreams boosted sales of its electronics category. Roughly three months after MOS FOOD SERVICES launched its store on TikTok Shop, sales from the channel accounted for about 20% of the company's total e-commerce revenue, 80% of which came from influencer promotions. The food category has become one of the fastest-growing verticals, as it allows for intuitive demonstration of taste and experience to consumers.

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