TikTok Shop to launch e-commerce service in Japan as soon as this month
Japan would be the newest addition to a list of countries where the service is available, including the U.S. and the Philippines.
How TikTok Shop will perform in the Japanese e-commerce market, which has been dominated by Amazon Japan and Rakuten, will be in focus once the service begins.
TikTok Shop, which allows users to purchase products promoted in a video or livestream on one's feed or through the Shop tab directly in the app, has managed to become a powerhouse in the e-commerce market since it was first launched in 2021.
In the U.K., one of the first regions where the service was introduced, there was a 131% annual increase in the number of shoppers at the end of 2024 along with a year-on-year rise of 180% in revenue.
The service's unique feature allowing users to directly buy products on the app without having to jump to an external site makes shopping easier. TikTok receives handling charges from businesses selling their products on the platform.
According to the Japan External Trade Organization, the app has over 33 million monthly users in Japan, with an average screen time of 96 minutes per day — higher than other social media platforms such as Instagram and YouTube.
In Japan, TikTok has generated ¥237.5 billion ($1.64 billion) in estimated consumption, having contributed ¥485.5 billion to the country's nominal gross domestic product during 2024, it said.
With around 60% of users on the app being between the ages of 18 and 34, TikTok Shops have a particularly strong reach when it comes to younger demographics. In countries where the service is already available, the platform is often used to sell products such as cosmetics, clothes and diet supplements.
As anticipation for the Japan launch builds up, many advertisement companies are jumping on the bandwagon to provide support for businesses to sell on the new platform.
Major Japanese ad agency Hakuhodo and Dentsu Group subsidiary Septeni Japan each launched a new service last month that helps clients in setting up shop on TikTok as well as marketing and increasing traction for their advertisements.
MicroAd, another advertisement company, on Tuesday set up a new subsidiary called Universe Pulse, which will specialize in assisting businesses on TikTok Shop Japan. Artificial intelligence technology company Niusia launched a 24-hour AI call center service last month that utilizes AI agents to help businesses answer questions from clients regarding their TikTok Shop products and operations.
TikTok has been working to expand its e-commerce presence in recent months, having also introduced its TikTok Shop in Mexico, Brazil and France, among other countries, so far this year.
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