TikTok may launch its e-commerce business “TikTok Shop” in Japan as early as the end of June 2025, focusing on live-stream shopping. Users can directly purchase products while watching live broadcasts.
Whether you’re an individual or a business, this is a great opportunity to compete for market share before competition intensifies. This TikTok Shop beginner guide covers everything from product selection to content creation strategies. Keep reading!
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Why Did TikTok Shop Choose Japan as Its Next Market?
Potential Impacts and Prospects for the Japanese E-commerce Market
Ⅰ. TikTok Shop Available in Japan
Japan’s e-commerce landscape offers exceptional opportunities for new sellers. According to Japan’s Ministry of Economy, Trade and Industry’s 2023 E-commerce Market Survey, the B2C e-commerce market reached 22.7 trillion yen ($170 billion) in 2022, with mobile commerce accounting for over 50% of all transactions.
TikTok Japan boasts over 17 million monthly active users, with 60% aged 18-34, the prime demographic for online shopping and impulse purchases. This audience actively engages with video content and discovers new products through TikTok’s algorithm-driven feed.
Getting Started with TikTok Shop Japan: Focus on understanding Japanese consumer preferences for quality, attention to detail, and excellent customer service. These values align perfectly with small sellers who can provide personalized experiences that large retailers cannot match.
Ⅱ. Can Anyone Have a TikTok Shop?
You are allowed to start a TikTok business as long as you meet certain conditions. There are two main store types available:
Individual Sellers
- Must be 18+ and either:
- Hold Japanese nationality, or
- Have a valid government-issued residence card with no work restrictions.
- Only one store per individual.
Business Accounts
- Must be registered with Japan’s National Tax Agency (NTA).
- Up to 5 stores per company are allowed.
- The legal representative doesn’t need to be a Japanese national.
Don’t worry if you’re not based in Japan — many sellers work with third-party service providers to handle compliance, warehouse setup, and account verification.
If you are not in Japan, you can choose to work with a third-party service provider.
Ⅲ. Step Guide to Register Your TikTok Shop
Step 1: Select your store type
Choose between a personal account or a business account.
Step 2: Submit verification documents
For individuals, this includes ID cards, mobile phone numbers, and bank accounts; for businesses, in addition to the representative’s personal information, a business license is also required, and all documents must be issued within the specified timeframe (3-6 months).
Step 3: Set up your store
Think carefully before setting up your store, as the store name and logo can only be changed once per month.
Ⅳ. Best Products to Sell on TikTok Shop Japan
Successful product selection is critical for TikTok Shop Japan’s success. Based on Japanese e-commerce platform sales data, these categories perform exceptionally well for beginner sellers.
Features of Products
- Lightweight and shipping-friendly
- Visual appeal for video content creation
- Price point between $10-50 (optimal for impulse purchases)
- Broad demographic appeal
- No complex safety certifications required
Top TikTok Shop Japan Product Categories
- Beauty and skincare products (K-beauty is particularly popular)
- Fashion accessories and jewelry
- Phone cases and tech accessories
- Home organization and lifestyle products
- Health and wellness supplements
- Pet accessories and supplies
- Hobby and craft supplies
Key Localization Tips
- Use Japanese labeling and instructions on all product packaging
- Adapt to seasonal demand, such as pollen allergy relief in spring or sunscreen in summer
- Highlight eco-friendly features—sustainability is an increasingly important factor for Japanese shoppers
Pro Tip: Don’t spread yourself too thin. Focus on 2–3 core product categories and invest in in-depth localization testing and user research.
Ⅴ. TikTok Shop Content Marketing
TikTok’s powerful content distribution and interactive features make it a key platform in Japan. But content must align with local cultural nuances.
Build a Localized Content Strategy：
- Japanese users favor refined, entertaining, and useful content
- Highlight product details and practicality in demo/tutorial videos
- Leverage cultural trends like “kawaii” (cute) aesthetics and seasonal topics
KOL Partnerships：
- Japan’s influencer ecosystem is well developed
- Micro-influencers (10K–100K followers) often deliver higher conversion rates than mega influencers
- Collaborate with niche experts, such as beauty reviewers or lifestyle bloggers
Ⅵ. Pricing Strategy & Competitor Analysis
Japanese consumers are less price-sensitive and tend to prioritize value and brand trust.
Establish Competitive Pricing：
- Benchmark against products on Amazon Japan, Rakuten, and Yahoo! Shopping
- Ensure pricing leaves room for logistics, tax, and marketing costs
Take advantage of Japanese retail cycles such as:
- New Year’s lucky bags (fukubukuro)
- Spring product launches
- Summer sales events
Conclusion
The TikTok Shop Japan marketplace is promising, but like any other marketplace, competition will intensify. Sellers who understand the platform’s playbook and have insight into the shopping behavior of Japanese consumers will have an advantage.
By adapting your products, marketing methods, and operational safeguards to the unique preferences of Japanese consumers, your brand will be able to thrive in this highly discerning but rewarding market.
