TikTok Shop Japan Hits Roughly ￥50 Billion GMV in First Year, 70% From Live Streams and Short Videos

According to information released on September 3, TikTok Shop Japan recorded approximately ￥50 billion in gross merchandise value (GMV) in its first year of operation, covering the period from June 2025 to June 2026. As of the end of 2025, the platform had onboarded a cumulative total of 50,000 merchants and 200,000 content creators, with 70% of its transaction volume coming from live streaming and short video content. In the Japanese market, which is home to nearly 50 million TikTok users but has long failed to build a mature short-video e-commerce ecosystem, the platform has initially validated the business logic of driving consumer demand through content. This article was first published on the official website of Ebrun. [Source: Ebrun Go, an automated writing robot developed by Ebrun that delivers real-time e-commerce industry insights via algorithm. This tool is still in its early stages of development. You are welcome to contact run@ebrun.com or leave comments to help it improve.]