Kalodata Weekly: Japan TikTok Shop GMV Hits 1.29B Yen! Value Competition Advances

From May 25 to 31, 2026, Japan's TikTok Shop market experienced significant growth, with GMV reaching 1.29 billion yen, a 21.1% increase from the previous week. This surge was primarily driven by the 'Super SALE Early Summer Sale', which boosted sales volume to 614,600 items (+19.8%). Advertising budget also expanded by 23.3% to 16.11 million yen. The average selling price rose to 2,095 yen, fueled by high-value products like beauty devices, indicating a market shift from price to value competition. In terms of categories, 'Beauty & Personal Care' maintained the top spot with a GMV of 242 million yen, followed by 'Women's Wear & Innerwear' (187M) and 'Food & Beverages' (152M). The integration of video-driven awareness and live-stream conversion continues to prove effective. Product and content metrics also showed growth, with 89,985 new products (+3%), 773,000 videos (+13%), and 14,627 live rooms (+12%). The data is based on independent analysis by Kalodata Japan.