TikTok Shop launches in Japan as app faces uncertainty in US
The popular short-video app is seeking to diversify its global footprint while reducing its reliance on the US market
TikTok has launched its e-commerce platform in Japan, enabling users to directly buy products featured in videos, as the app continues to face an uncertain future in the US.
TikTok Shop’s launch in Japan on Monday confirms the Post’s earlier report that the popular short-video app is seeking to diversify its global footprint while reducing its reliance on the US market, as President Donald Trump has demanded the app’s US operations be sold to American investors.
Trump said in an interview with Fox News on Monday that he had found a buyer for TikTok, but the completion of the deal required Beijing’s approval.
TikTok’s future in the US remains in limbo, with the deadline for ByteDance to secure a local buyer having been postponed twice by Trump, with the latest extension ending in October.
Japan is TikTok Shop’s 17th market, following launches in the US, the UK, Malaysia, Thailand, Singapore, the Philippines and Vietnam, among others.
The launch of TikTok Shop in Japan introduces another Chinese player to the country’s e-commerce market, which already includes platforms like Temu and Shein. Last year, Alibaba Group Holding, owner of the Post, also launched a special cross-border e-commerce service, Tao, for Japanese consumers.
E-commerce presents a key opportunity for TikTok to monetise its user base. Japan has 33 million monthly TikTok users, according to the Japanese External Trade Organisation. The country’s e-commerce landscape is currently dominated by Rakuten and Amazon.com.
TikTok users can buy items showcased in influencers’ live streams by clicking the “Shop” tab. Items are directly tagged in videos for easier access. Influencers earn a commission for each purchase made through their live streams or affiliate links.
Merchants looking to register products on TikTok Shop are required to verify their business details, complete eligibility checks, and set up payment and shipping options.
Many Japanese brands, such as beauty device seller Ya-Man, fashion retail chain Wego, make-up brand Kanebo Kate, consumer-goods company Unilever and Nissin Foods, are preparing to open stores on TikTok Shop, according to the app.
Japanese advertising companies are also inviting merchants to consult on transferring their products to TikTok Shop, and offering services to existing sellers to enhance performance analysis, according to local media reports.
