One year since the Japan launch

1. Separate “registered” from “active” when you talk about market size

   There are 50,000 registered sellers, but only about 15,000 shops actually sell in a given week (June 2026, Kalodata estimate). Counting registrations overstates both your competition and your position.

2. Drop the assumption that the “shelf” alone will sell

   Over 70% of GMV starts from content. Polishing product pages alone won't reach buyers. Decide first whether video or LIVE will be your main channel.

3. Design video on the assumption that creators will introduce your products

   Among the sellers with the largest GMV, over 90% of video-driven GMV came through affiliates (creators introducing products) as of June 2026 (official). Preparing commission rates and samples first and asking creators to feature you fits the official numbers better than relying on your own account's videos.

From

Jun 30, 2026

Who

Everyone

Impact

As of June 2026, users were more than 30× the level of July 2025. Over 70% of GMV from Jun 30, 2025 to Jun 30, 2026 started from content (videos and LIVE), and about 60% of content-driven GMV came through LIVE streams. Among the sellers with the largest GMV, over 90% of video-driven GMV came through affiliates (as of June 2026). Annual GMV was about ¥53.6 billion (Nint estimate; ¥640 million in the first month to ¥8.8 billion in the latest month, a 14× increase).

What we can read. This milestone falls around the first-anniversary sale (Jun 23–30), and the week of Jun 22 set the all-time high of ¥3.46 billion. The sale's effect can't be separated from the first year's underlying strength. Two weeks later, the week of Jul 6 fell to ¥1.79 billion.

1. TikTok Newsroom, “One year of TikTok Shop in Japan” (in Japanese)2026-06-30 / Confidence: High
2. TikTok Shop Japan, “TikTok Shop: one year since launch in Japan — usage data and case studies released” (PR TIMES, in Japanese)Jul 28, 2026 / Confidence: High
3. Nint press release, “One year since launch: annual estimate of about ¥53.6 billion” (in Japanese)2026-07 / Confidence: Medium
4. Real Sound / EC no Mikata (coverage of the first anniversary, in Japanese)2026-07 / Confidence: Medium

URITE, “One year since the Japan launch”
https://urite.jp/en/changes/2026-06-30 (accessed Sep 28, 2026)

• Sep 16–20, 2026Sales events“Tokusele WEEK” and keyword coupons (tied to the TGC collaboration)
• Sep 14–16, 2026Sales eventsFirst Korean-cosmetics campaign: “TokuToku FEST – Korean Cosmetics WEEK”, up to 20% off
• Announced Sep 1, 2026ProgramsFirst awards program: “TikTok Shop Japan Awards 2026” (26 awards in 5 categories; ceremony on Nov 30)

• 2026.09.11First published.
• 2026.09.12Corrected the related weekly figures to Kalodata's revised primary release (the peak week is the week of Jun 22 at ¥3.46 billion).
• 2026.09.12Added the official one-year announcement (Jul 28, 2026, PR TIMES) as a source; added the LIVE share and affiliate figures, and aligned the user-growth wording with the announcement (more than 30× the level of July 2025, as of June 2026).

Dates are those of the Japanese page. The English edition was added in September 2026.