URITEReading the numbers from the seller’s side.Updated Oct 6, 2026日本語
THIS WEEK’S OBSERVATION
How TikTok Shop Japan’s changes showed up in the numbers.
URITE is an independent tracker of TikTok Shop in Japan. Here we overlay three changes on weekly GMV: the switch to category-based fees, the first-anniversary sale and the ban on unattended AI LIVE streams. We can put changes and market movement in one chart because we record both.
Kalodata estimates2026.04 — 2026.09Confidence: Medium
Weekly GMV (¥ billion) and change datesDots = weeks the source published
24
Changes recorded
22
Weeks observed
8
Open questions
¥0
Referral fees received
TikTok Shop Japan at a glance
Each with a source
Launch
June 30, 2025. Commission started at a flat 7% (including payment fees), with no setup or monthly fees. Sellers must be companies or registered sole proprietors. Details →
Commission now
7–12% by category since May 11, 2026: 12% for fashion and pet supplies, 7% for food and electronics. Beer, wine and spirits have since moved from 7% to 12%. Details →
Weekly GMV
¥2.26 billion in the latest week (week of Sep 21, 2026). The all-time high is ¥3.46 billion (week of Jun 22, 2026, the first-anniversary sale). Kalodata estimates. Details →
First year
About ¥53.6 billion in GMV in the first year (Nint estimate). Users grew to more than 30× the July 2025 level (official, as of June 2026). Details →
Sellers
50,000 registered sellers (official, February 2026), but only about 19,600 shops actually sell in a given week (week of Sep 7, 2026, Kalodata estimate). Details →
How it sells
Over 70% of GMV starts from content such as short videos and LIVE streams, and about 60% of content-driven GMV comes through LIVE (official, July 2026). Details →
From mid-July to the end of August, weekly GMV moved between ¥2.3 and ¥2.8 billion — about ¥10 billion a month. The “1.5× a month” growth talked about right after launch is over. The latest week (week of Sep 21, 2026) came in at ¥2.26 billion (+5.26% week on week), below that range for the third week in a row.
Big sales come with a trough
The first-anniversary sale week (week of Jun 22) set the all-time high at ¥3.46 billion. Two weeks later, the week of Jul 6 fell to ¥1.79 billion — almost half (−48%). If you take part, plan to cut inventory and ads after it ends.
Price mattered more than ads
In the week of Aug 24, GMV rose 12.26% even though ad budgets fell 4.7%.
Prices are rising
The average selling price went from ¥1,872 in April to ¥2,202 in the latest week.
Follow the updates
When we record a change, we post it on X first, and we write up each week’s numbers on note. Both are in Japanese. Email updates are in preparation.