TikTok on Monday rolled out its e-commerce service in Japan, adding shopping features directly into its short video app. The new TikTok Shop allows users to buy products showcased in videos and livestreams without leaving the app, covering items from cosmetics and apparel to home electronics.
The platform plans to introduce a dedicated “Shop” tab in coming months, letting users browse products and shop directly from brand pages. Japan is TikTok Shop’s 17th market, following launches in Indonesia, the UK and elsewhere.
Major brands such as WEGO, Nissin Foods and beauty tech company YA-MAN are among those preparing to open stores on the platform. ByteDance, TikTok’s parent company, said more Japanese and global businesses are joining the ecosystem, with Shop ads and the Shop tab set to expand locally soon. TikTok has over 20 million users in Japan, fueling hopes for a new digital commerce boom. [Nikkei.cn, in Chinese]
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