Japan TikTok Shop GMV Slips 6.29% as Live Rooms Hit Record High
The week's data shows a market where low-priced products and live commerce are expanding, pulling down GMV even as engagement metrics like live rooms and new fans climb to record levels.
Reporting from 1 source: ASCII.jp.
Japan TikTok Shop GMV fell 6.29% week-on-week to 2.3171 billion yen for August 17-23, while sales volume rose 4.28% to 1.0312 million units. Live rooms hit a record 19,213, up 26.41%, and new fans surged 75.04% to 4.5319 million. Beauty & Personal Care led categories with 450 million yen.
Kalodata Japan's weekly report for August 17-23 shows a market split between declining GMV and rising engagement. The average selling price dropped 10.16% to 2,247 yen, which the report attributes to the expansion of low-priced products. Advertising spend also fell 20.02% to 30.42 million yen.
Beauty & Personal Care led category sales at 450 million yen, followed by Food & Beverage at 290 million yen and Women's Wear & Innerwear at 240 million yen. Live-stream sales were prominent in Food & Beverage and Toys & Hobbies, while video-driven sales stood out in Smartphones & Electronics.
- Beauty & Personal Care: 450 million yen
- Food & Beverage: 290 million yen
- Women's Wear & Innerwear: 240 million yen
- Smartphones & Electronics: 170 million yen
- Toys & Hobbies: 170 million yen
- Automobiles & Motorcycles: 120 million yen
- Home Goods: 120 million yen
- Travel Luggage & Bags: 92 million yen
- Health: 83 million yen
- Men's Wear & Underwear: 78 million yen
Synthesized by Yomimono from the 1 cited source below, including Japanese-language reporting where cited, then editorially reviewed before publishing.