TikTok Shop Japan GMV falls to 2.32 billion yen amid rising live room activity

According to data from Kalodata, the TikTok Shop market in Japan saw a Gross Merchandise Volume (GMV) of 2.32 billion yen during the week of August 17 to August 23, representing a 6.29% decrease from the previous week. Despite the drop in GMV, the total number of sales increased by 4.28% to 1.03 million units.

The decline in GMV is attributed to a drop in the average selling price, which fell by 10.16% to 2,247 yen, signaling an expansion in low-priced product sales. Conversely, engagement metrics showed significant growth: the number of live rooms reached a record high of 19,213 (up 26.41%), and the number of new fans surged by 75.04% to 4.53 million.

Top performing categories included beauty and personal care at 450 million yen, followed by food and beverages at 290 million yen, and women's clothing and innerwear at 240 million yen. Sales trends varied by category, with food, beverages, toys, and hobbies driven primarily by live streaming, while smartphones and electronics saw more sales through video content.