TikTok is gearing up to launch TikTok Shop in Japan by the end of June 2025.
This follows a recent update to TikTok’s Japan privacy policy, which added new references to “shopping features” – sparking speculation, reported by Nikkei Asia, that the launch could happen as early as this month.
Adding to the buzz, TikTok’s dedicated seller page for Japan is now live, giving local brands a way to sign up and start selling:
The timing couldn’t be better as Japan’s social commerce market is booming and is expected to reach about US $25 billion by the end of 2025.
Interestingly, live commerce alone brought in US $1,316.5 million in 2024. It is projected to grow fast, reaching US $7,315.2 million by 2030, at a 33.8 % CAGR between 2025 and 2030.
Why Japan now?
TikTok sees a big opportunity in the Japanese market. Japanese users are tech-savvy, enjoy real-time shopping, and show strong engagement.
TikTok Shops growth in the US has been nothing short of extraordinary with 120% increase in sales compared to last year.
TikTok’s success in other regions gives it ammunition to replicate its model in Japan.
U.S. expansion remains uncertain. ByteDance is facing pressure to sell off TikTok’s U.S. business. That concern encourages the company to focus on Europe and Asia.
Japan’s live commerce boom offers a clear case for TikTok’s move:
- The social commerce market in the country experienced robust growth during 2021-2024, achieving a CAGR of 10.9%.
- In 2024, fashion and apparel led in sales revenue, while health and wellness is growing the fastest as per Grand View Research.
At the same time, experts point to Japan’s $1.5 trillion retail market. Combined with TikTok’s engagement model, creators in Japan can tap into livestream sales and impulse purchases.
Agencies are lining up to support merchants for the launch.
AnyMind Group is working with live‑commerce streamers, aiming to build popular stars via its Grove unit.
Hakuhodo and its affiliates will offer planning, operations, and analytics for sellers. Septeni Holdings, from the Dentsu Group, will also offer support.
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