TikTok Shop Launches in Japan Amid Uncertainty in US Market
- tech360.tv
- Jul 3, 2025
- 2 min read
TikTok has launched its e-commerce platform in Japan, expanding its global presence as it faces an uncertain future in the United States.
The launch on Monday marks Japan as the 17th market for TikTok Shop, following previous rollouts in the US, the UK, Malaysia, Thailand, Singapore, the Philippines and Vietnam.
The move comes as TikTok’s parent company, ByteDance, continues to navigate pressure from the US government. Former President Donald Trump said on Monday that a buyer had been found for TikTok’s US operations, but the deal still requires approval from Beijing. The deadline for securing a local buyer has been extended twice, with the latest extension ending in October.
Japan’s e-commerce market is currently dominated by Rakuten and Amazon.com. TikTok aims to monetise its 33 million monthly users in the country by allowing them to purchase products directly through the app.
Users can buy items featured in videos or live streams by clicking the “Shop” tab. Influencers earn commissions on purchases made through their streams or affiliate links.
Merchants must verify their business details, complete eligibility checks, and set up payment and shipping options to register on TikTok Shop.
Several Japanese brands, including beauty device seller Ya-Man, fashion retailer Wego, make-up brand Kanebo Kate, Unilever and Nissin Foods, are preparing to open stores on the platform.
Local advertising firms are also offering consulting services to help merchants transition to TikTok Shop and improve performance analysis, according to media reports.
The launch adds another Chinese player to Japan’s e-commerce scene, which already includes platforms like Temu and Shein. Last year, Alibaba Group Holding introduced a cross-border service, Tao, for Japanese consumers.
TikTok Shop launched in Japan, its 17th market
Japan has 33 million monthly TikTok users
Users can buy products directly from videos and live streams
Source: SCMP
