TikTok Shop 2026 January Report: Trends in Japan's E-commerce Market

Overview of TikTok Shop in Japan

The TikTok Shop in Japan has shown remarkable fluctuations since its launch, and the latest reports reveal significant trends that brands and creators should note. In January 2026, the market operated under the auspices of Live Commerce Inc., which uses the FastMoss analytical tool developed by Beijing Youlian Technologies to track dynamics in the e-commerce sector. This report aims to dissect sales figures, trends, and consumer behavior based on the most recent data available.

Sales Metrics for January

According to the FastMoss market data, there has been a slight variation in sales figures for January compared to December. Here’s a comparative analysis:

Metric	January	December	Change	Growth Rate
-----	--	---	----	---
Sales Volume	2,399,000	2,383,000	+16,000	+0.7%
Active Product Count	159,000	133,000	+26,000	+19.5%
New Product Count	2,007,000	2,065,000	-58,000	-2.8%
Average Selling Price	¥2,334	¥2,528	+¥4.7	+0.19%
Sales via Videos	201,000	760,000	-559,000	-73.5%
Live Commerce Events	17,000	20,000	-3,000	-15.0%

The January gross merchandise value (GMV) for TikTok Shop was approximated at ¥5.6 billion, marking a notable decline compared to approximately ¥6.02 billion in December. The year-on-year growth took a downturn, primarily attributed to fewer promotional events and a seasonal drop in consumer spending during the New Year period, alongside a significant decrease in live broadcasts.

Product Pricing Trends

The distribution of price ranges for products sold in January has shown an intriguing trend:

Price Range	January (%)	December (%)
------	---	-----
¥1,000 - ¥1,500	23.03	20.78
¥500 - ¥1,000	17.80	15.98
¥2,000 - ¥3,000	15.36	15.11

Categories such as Beauty & Personal Care saw a robust growth of 8.4%, indicating a sustained consumer preference in these essential sectors. In contrast, categories heavily promoted during year-end sales, such as Food & Drinks, and Ladies’ Fashion, experienced significant downturns of -10.4% and -17.6%, respectively.

Top Product Categories and Growth

During January, the distribution for product sales showcased these top five categories:

Category	January Sales	December Sales	Change	Growth (%)
-------	---	----	--	----
Beauty & Personal Care	440,000	406,000	+34,000	+8.4
Toys & Hobbies	334,000	310,000	+24,000	+7.7
Food & Drinks	240,000	268,000	-28,000	-10.4
Smartphones & Digital Devices	216,000	245,000	-29,000	+1.9
Ladies’ Fashion	202,000	212,000	-10,000	-17.6

The stability observed in the sales of low-to-mid-tier consumer essentials reflects a shift in consumer behavior toward practicality over luxury, confirming the sustained dominance of video-driven purchasing trends and a growing reliance on short-form video showcases on TikTok.

Sales Channel Insights

Analyzing how sales are generated reveals:

Sales Channel	January Sales	December Sales	Change (%)
------	---	----	--
Live Commerce	90,000	95,000	-5.3
Video Sales	849,000	837,000	+1.4
Product Cards	1,460,000	1,450,000	+0.7

Sales through live events saw a decline, while video and product card channels demonstrated resilience, indicating a gradual shift towards stability in the sales influx channels. In terms of account types, both creator-linked accounts and self-operated store accounts also exhibited slight growths, emphasizing a trend towards diversifying sales channels.

Conclusion

In conclusion, January's performance emphasizes how the TikTok Shop embraces stability through essential goods, accompanied by strong growth in Beauty & Personal Care while dealing with post-holiday adjustments across other categories. The evolution of consumer behavior indicates an adaptive market that prioritizes everyday utility over luxury consumerism, paving the way for a more predictable sales future in Japan’s TikTok e-commerce landscape.

For more detailed insights, tools like FastMoss can provide significant advantages for businesses aiming to navigate this dynamic market effectively.