1326On June 30, TikTok Shop officially launched in Japan, allowing consumers to experience closed-loop shopping for the first time within the app, from discovering products through short videos to placing orders with one click.
As the world's third largest e-commerce market (with a scale exceeding 22 trillion yen in 2023, about 1.1 trillion RMB), Japan has become TikTok's 17th global e-commerce site and a key move in its Asian strategy. The success or failure of this campaign directly determines whether the "content is sales" model can shake up a mature market long dominated by Rakuten and Amazon.
Image source: TikTok shop
Immersive Shopping Revolution: Scroll Videos, One-Click Purchase
The core appeal of TikTok Shop lies in its deeply immersive shopping experience. While browsing their daily feed, users will directly encounter shoppable short videos and live content carefully crafted by brands, sellers, and creators.
Once users find something they like, there is no need to leave the app—they can complete secure and fast payment transactions within TikTok. This "see it, buy it" model completely breaks down the boundaries between content consumption and product consumption, greatly shortening the user's decision-making and purchasing path. The platform ensures smooth and reliable payment by deeply integrating with mature external payment platforms.
Image source: Internet
Dual-Track Logistics Strategy: Direct Shipping Agile, Overseas Warehouses Efficient
For the crucial logistics fulfillment segment, TikTok Shop Japan offers merchants two differentiated models:
- Cross-border Direct Shipping Model: Products are shipped directly from China to Japanese consumers. This model features a short supply chain and agile response, especially suitable for small and lightweight items.
- Overseas Warehouse Shipping Model: Merchants need to pre-stock market-validated and stable-selling products in bulk at local warehouses in Japan.
- Key Restriction: The platform clearly stipulates that merchants must choose either cross-border direct shipping or overseas warehouse shipping when joining, and cannot use both modes simultaneously.
It is especially worth noting that the self-registration channel opened this time is only available to cross-border merchants using the overseas warehouse shipping model. Merchants wishing to use the direct shipping model still need to wait for a targeted invitation from the platform.
Image source: TikTok shop
Open Enrollment: Two Types of Merchants, Clear Paths
To attract a wide range of high-quality business forces to explore the Japanese blue ocean together, TikTok Shop has launched a flexible dual-track system: welcoming mature "self-operated (POP) merchants" and opening the door to "fully managed merchants" with supply chain advantages.
1. Self-operated (POP) Merchants
The platform highly favors strong sellers with successful operating experience on mainstream platforms such as Amazon, eBay, Rakuten Japan, Yahoo Japan, and Douyin S5/S6 stores. The same entity can conveniently join TikTok Shop Japan using its operating qualifications from other platforms (currently covering more than 10 platforms).
Meanwhile, merchants who have already opened cross-border stores on TikTok Shop in other regions also have a fast-track entry channel. Of course, all products must strictly comply with Japanese market regulations and platform compliance requirements. The platform promises to safeguard merchants' business growth with comprehensive rights policies.
2. Fully Managed Merchants
For merchants wishing to focus on supply chain and product strength, TikTok Shop offers a fully managed model. Merchants can enter the Japanese market more easily and quickly, entrusting complex store operations and marketing promotion to the platform for deep empowerment.
Image source: TikTok shop
Phased Function Launch: A Promising Future
TikTok Shop's various functions are not launched all at once, but rather in a phased rollout strategy.
The "Shop Tab," the core shopping entry, will officially launch within a few months after the platform goes live. The more explosive TikTok Shop advertising feature is confirmed to launch in July 2025, providing merchants with more powerful tools for traffic acquisition and conversion.
Image source: Internet
The strong entry of TikTok Shop has undoubtedly dropped a "depth charge" into Japan's highly mature e-commerce market. Its unique "short video/live + instant shopping" model will have a profound impact on consumer habits and merchant operation strategies.
As the "Shop Tab" and advertising features are gradually launched, what kind of waves will this new wave of social e-commerce led by TikTok stir up in the Japanese market? The entire industry is holding its breath. For cross-border merchants eager to enter the Japanese market, seizing the early entry bonus period of TikTok Shop is undoubtedly a strategic opportunity not to be missed!
