349In recent years,TikTok Shop has been accelerating its expansion in global markets, with the Japan site performing particularly well.
The latest data shows thatTikTok Shop Japan achieved impressive sales of about 3 billion yen (approximately 140 million RMB) in the first three months of operation in Q3 2025 (July-September). In August alone, monthly GMV exceeded 1 billion yen, and on September 28, daily sales soared to 100 million yen.
This achievement not only provesTikTok Shop’s explosive power in the Japanese market, but also provides a new growth sample for the global cross-border e-commerce industry.
Image source:studio15
Category Concentration and Significant Head Effect
According to the data,TikTok Shop Japan’s sales performance shows a clear category concentration feature.
Three major categories—home appliances & digital, beauty & personal care, and apparel—contributed over80% of total sales, with home appliances & gadgets accounting for 23.7%, beauty & personal care 22.4%, and apparel 20.2%. This phenomenon is highly similar to TikTok Shop’s performance in other markets, indicating that consumer preferences have certain global commonalities.
It is worth noting that top sellers hold an absolute advantage in market share. For example, in the apparel category, the top10 stores contributed more than 60% of total category sales; in home appliances and digital products, a similar concentration trend is seen, with the top 10 sellers occupying 55% of the market share.
This shows that sellers who successfully capture the market are mostly experienced veterans from other sites, or “internet celebrity brands” with certain influence in Japan. For new entrants, finding a differentiated breakthrough in a highly competitive environment will be key to future development.
Image source:studio15
Outstanding Performance of Cross-border Sellers
Among the top sellers on TikTok Shop Japan, Chinese cross-border merchants dominate. In the top 50 stores by sales, only 34% are Japanese local sellers. This data reflects the strong competitiveness of Chinese sellers in supply chain, operational experience, and price advantage.
However, the Japanese market has extremely high requirements for product quality and service experience. Cross-border sellers who want to establish themselves long-term must strengthen local operations, such as optimizing logistics efficiency, providing Japanese customer service, and deeply understanding local consumer shopping habits.
In addition, Japanese consumers have high brand loyalty, so sellers need to focus on brand building and improve repurchase rates through refined operations.
Image source:Google
Livestreaming and Advertising Become Growth Engines
The report also shows thatthe rapid growth of TikTok Shop Japan is inseparable from the driving force of livestreaming and GMV Max advertising.
Successful sellers use frequent livestreaming activities, combined with platform algorithm recommendations, to quickly reach target users. For example, beauty sellers collaborate with influencers for livestreams to showcase product usage effects, greatly improving conversion rates; home appliance sellers use scenario-based livestreams to demonstrate product functions and attract consumer orders.
For sellers, future efforts should focus more on content marketing and traffic operations. On one hand, they can strengthen cooperation with JapaneseKOLs to quickly open up the market with their influence; on the other hand, they need to refine advertising strategies and use tools like GMV Max to improve ROI.
Meanwhile, the creativity and interactivity of short video content will also become important factors in attracting users.
Image source:studio15
Conclusion
The explosive growth of TikTok Shop Japan once again proves the strong potential of social e-commerce.
In the future, asTikTok Shop continues to deepen its presence in the Japanese market, whether it can truly realize the vision of “tripartite balance” is worth our continued attention.
In any case, this revolution in social e-commerce has only just begun, and the performance of the Japan site may become an important milestone inTikTok Shop’s globalization strategy.