Forex
TikTok Shop's Smooth Market Entry Fails to Overcome Key Challenges in Japan
TikTok Shop, launched in Japan one year ago by ByteDance, has seen a smooth market entry but faces key growth challenges. The platform's gross merchandise value reached approximately 50 billion yen, with 70% of its total GMV coming from live streams and short videos.
The top-selling product in June was BOSE wireless headphones priced at 39,600 yen. Yodobashi Camera, which settled in TikTok Shop in November 2025, has seen an upward trend in sales since January 2026.
MOS FOOD SERVICES, another merchant on the platform, reported that products recommended by trusted creators account for about 80% of its total TikTok Shop sales. The number of creators on TikTok Shop in Japan has reached approximately 200,000 as of the end of December 2025.