In June 2025, TikTok Shop officially entered the Japanese market. Within just one month of its launch, it surpassed 16 million yuan (approximately 340 million JPY*1) in GMV (Gross Merchandise Value), making a significant impact.

In this article, we will delve into how such remarkable results were achieved in the first month, which product categories gained the most attention, and what the key drivers for future growth are.

　　　　　　　

Outstanding Performance: Popular Categories Surge in the First Month

According to Kalodata statistics, from July 1 to July 30, 2025, the top category in terms of GMV was “Beauty & Personal Care”, reaching approximately 5.44 million yuan (about 117 million JPY*), accounting for about one-third of total GMV and becoming the biggest winner on TikTok Shop Japan.

Next came “Mobile & Digital Devices (smartphones and gadgets)” at 3.81 million yuan (about 82 million JPY*), followed by “Home Appliances” at 859,000 yuan (about 18.5 million JPY*), all demonstrating high growth rates.

　　　　　　　　　　　

Key Point ①: Beauty & Personal Care Stands Out with Unmatched Presence

The average customer spend in the beauty category exceeded 10,000 JPY, indicating strong performance despite the high price range. Particularly noteworthy high-priced products include:

  • KYOGOKU Straight Iron: 52,800 yuan (approx. 1.13 million JPY*)
  • MAYSEEN Magnetic Eyelashes: 40,200 yuan (approx. 860,000 JPY*)
  • funnyelves Face Powder: 33,900 yuan (approx. 720,000 JPY*)

These products were introduced through professional livestreams on TikTok, gaining viewers’ trust and significantly boosting conversions.

　　　　　　　　　　　

Key Point ②: Gadgets & Home Appliances Win with Short-Form Videos

Digital products like smartphone accessories reached 3.81 million yuan (approx. 82 million JPY*) in GMV. These products lend themselves well to visual storytelling, and short-form video explanations of features are seen to directly drive high conversion rates.

Popular examples include:

  • Glass screen protector for Apple (MAGIC JOHN): 60,300 yuan (approx. 1.29 million JPY*)
  • Foldable Fan: 43,500 yuan (approx. 930,000 JPY*)
  • Portable Projector: 39,700 yuan (approx. 810,000 JPY*)

Video content showcasing the visibility and functionality of home appliances and outdoor products also effectively stimulates purchase intent.

　　　　　　　　　　　

Key Point ③: Content Format is Crucial to Conversion

On TikTok Shop, the format in which content is delivered plays a critical role. The ideal format varies by category:

  • Livestreaming: Best suited for categories where experience is crucial, such as beauty or complex appliances. Professional explanations build trust.
  • Short-Form Videos: Ideal for visually demonstrable products (e.g., digital goods, home appliances) with high conversion potential.
  • Product Cards (Search-Based): Effective for relatively simple categories like fashion or accessories, showing over a 30% conversion rate.

　　　　　　　　　　　　　　　

Why is the Japanese Market So Important?

TikTok has designated Japan as a top-priority market for the following reasons:

  • Estimated market size exceeds 17.1 trillion JPY* (as of 2024): Consistent and stable growth
  • Consumers highly value quality: Strong demand for high-quality, value-added products
  • Over 30 million active TikTok users in Japan: A natural pathway from entertainment to commerce

In a Japanese e-commerce landscape dominated by Amazon and Rakuten, TikTok Shop is seen as a disruptive force that drives interest-based, quality-driven shopping.

The Key to Success: Localization and Trust

Despite its short-term success, TikTok faces major challenges in Japan: adapting through localization and building consumer trust.

  • Japanese consumers place high importance on transparency and credibility
  • Clear product explanations, ingredient labeling (especially in beauty), and return policies are essential
  • Compliance with Japanese laws and guidelines (e.g., JCT, product safety laws) is mandatory
  • Trusted local influencers and professional commentary are particularly valued due to cultural expectations

Conclusion: A New Era of Japan-China D2C Success

The success of TikTok Shop Japan in its first month is more than just a hit—it represents a new D2C success formula for the Japanese market.

This success was driven by a fusion of:

  • Specialized, high-quality content
  • Meticulous, culturally attuned localization
  • Consistent emphasis on product quality

If this model continues to expand, the synergy between Chinese products and TikTok’s powerful media reach is poised to open new doors for cross-border e-commerce between Japan and China.

  1. Exchange rate based on 1 yuan = 21.4 JPY as of August 6, 2025. ↩︎
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