Introducing New Live Commerce Learning Content at SONOMAMA to Enhance Business Opportunities

New Learning Opportunities at SONOMAMA

Media Aid, a company based in Shibuya, Tokyo, has released new educational resources aimed at enhancing the skills of its students in live commerce through its professional mentoring SNS school, SONOMAMA. Starting from August 1, 2025, students will have the chance to learn everything from the basics of live commerce to its practical applications. This initiative comes in light of the expected growth in the live commerce market, catalyzed by the launch of TikTok Shop in Japan.

Background of the Release

The introduction of TikTok Shop in Japan is anticipated to accelerate the growth of the live commerce market, presenting significant business opportunities for e-commerce operators and influencers. However, alongside this excitement, many potential participants express concerns about how to start and what exactly live commerce entails.

To address these needs, Media Aid has developed video content specialized in live commerce education designed to help students acquire new skills and adapt to the evolving market.

Future Market Insights and Lessons from Abroad

The new content highlights successful case studies from China, which has seen its live commerce market grow approximately 300 times in six years. This section elucidates the potential for growth within the Japanese market. Unlike traditional e-commerce platforms like Amazon, which primarily engage users at the consideration stage of purchases, live commerce enables brands to engage with a latent audience that might not yet be actively searching for products. The real-time interactions between viewers and sellers not only enhance engagement but also foster brand loyalty.

As of 2023, the live commerce market in Japan is estimated to be just under 300 billion yen, indicating that it is in its early growth stage. In contrast, China's market, worth around 300 billion yen in 2017, has exploded to approximately 98 trillion yen by 2023. Some influencers have reported sales exceeding 10 billion yen, indicating that live commerce has become a social phenomenon. By 2021, the annual viewer count for live commerce reached 464 million, surpassing even the engagement levels of gaming and sports broadcasts.

Live commerce is emerging as a powerful marketing tool rather than just a sales channel. The new content equips students with fundamental knowledge crucial for drafting effective social media strategies, aiming to empower them to seize early-mover advantages in the Japanese market and create new business opportunities.

Overview and Features of the Learning Videos

- Launch Date: August 1, 2025 (released progressively)
- Target Audience: Students of SONOMAMA

The learning content systematically covers essential knowledge about live commerce, market trends, and successful cases from overseas. Even those with no prior experience can confidently embark on their educational journey, building a solid foundation for future strategy development.

Key Learning Areas

- Market Trends of Live Commerce: A comprehensive review of the expanding e-commerce landscape.
- Learning from Overseas: Analyses of successful case studies from countries leading in live commerce, like China.
- Utilizing TikTok Shop: Understanding the platform’s features and learning effective engagement strategies.

What is SONOMAMA?

SONOMAMA is a professional mentoring SNS school operated by Media Aid. It teaches students how to leverage social media for self-realization and authentic expression. Through a practical curriculum led by active influencer instructors and thorough individual support for motivation and progress management, students can engage in tailored learning experiences. After graduation, students can continue to evolve their skills and obtain the latest industry information and opportunities through community engagement, positioning themselves to create personal and profitable careers. Embracing their unique 'likes' and 'characters' leads to new revenue opportunities and career advancement, and SONOMAMA commits to supporting students in becoming their true selves.

For more information, visit our official Instagram: SONOMAMA Instagram or our note page: SONOMAMA Note.