TikTok has recently launched its in-app e-commerce function, TikTok Shop, in Japan, expanding its global “discovery e-commerce” model that allows users to purchase products directly through videos and livestreams. The platform positions the service as an integrated shopping experience combining community, creativity, and commerce.

New Shopping Experience

According to the company’s announcement, TikTok Shop displays shoppable videos and livestreams in users’ “Recommended” feeds, enabling immediate purchases without leaving the app. The service allows brands and creators to showcase their products, highlight key features, and engage with users in real-time.

“Discovery e-commerce” leverages TikTok’s community-driven trends, building on phenomena like “TikTok Sales” that have gained popularity in Japan. The platform reports that 83% of shoppers globally have discovered new products on TikTok, while 70% have found new brands.

The service includes product showcase functions on brand profile pages, a dedicated “Shop” tab for product listings, an affiliate program connecting creators and sellers, and advertising solutions. TikTok Shop also implements a secure payment system through trusted external payment platforms.

Major Brands Join at Launch

Multiple Japanese and global companies have already joined TikTok Shop Japan, including I-ne, Anker Japan, WEGO, MTG, Kao Group’s KATE, Nissin Food Products, YA-MAN, Unilever Japan, Lacoste Japan, and others.

TikTok Shop establishes partnerships to support its expanding business ecosystem through several programs:

• TikTok Shop Partner (TSP): Official partners supporting brands with store management, content production, and advertising
• Commerce Platform Partner: Integration tools for sellers to connect with preferred commerce platforms
• Multi-Channel Partners: Solutions for sellers with omnichannel operations
• Additional Services: Including payment options like PayPal and domestic delivery services

Global Expansion Amid Strong Growth and Regulatory Challenges

The Japan launch follows TikTok Shop’s recent expansion into France, Germany, and Italy in March, adding to existing operations in the UK, U.S., and other markets. ByteDance plans to enter Brazil later this year.

In the U.S., where TikTok Shop launched in September 2023, the platform reports 120% sales growth compared to the same period last year. The marketplace now spans over 750 categories, featuring more than 70 million products. Top performing categories include womenswear, beauty & personal care, health, sports & outdoors, and electronics.

Live shopping has become a significant growth driver, with brands and creators hosting over 8 million hours of live shopping sessions in the U.S. in 2024. Research indicates 76% of consumers who engaged with TikTok Shop made a purchase from a livestream within the past year.

The expansion occurs as TikTok faces regulatory challenges in the U.S., where ByteDance must divest TikTok’s U.S. operations or face a potential ban. President Donald Trump has extended the divestiture deadline, with discussions continuing around potential ownership structures.

Management Changes and Safety Measures

TikTok Shop’s global operations are undergoing management restructuring, with ByteDance bringing in Chinese executives to oversee e-commerce operations. The company has implemented stricter workplace policies and conducted multiple rounds of layoffs affecting e-commerce staff globally.

TikTok emphasizes its commitment to safety, stating it has invested nearly $1 billion in tools, technologies, and people to protect the marketplace from counterfeit activities and fraudulent behavior. All product listings must comply with TikTok Shop policies and community guidelines, with both technological and human moderation systems in place.