[Kalodata Weekly] Japan TikTok Shop Market Records GMV of 3.34 Billion Yen; Beauty and Women's Categories Continue to Grow After Grand Sale, Average Selling Price Up 18.8% (Week of June 29)

Executive Summary

According to the latest data from TikTok Shop data analysis service Kalodata Japan (operated by Kalowave Japan Inc.), the Japanese TikTok Shop market from June 29 to July 5 was a transition week from the final stages of the Tokutoku Grand Sale to normal operations, recording a GMV of 3.34 billion yen (-3.4% compared to the previous week).

While the number of sales transactions decreased to 1.264 million (-18.7%) and new fans to 1.662 million (-26.7%), the average selling price increased to 2,643 yen (+18.8%). In the post-event market, sales volume stabilized, while demand for high-priced, high-value-added products remained.

By L1 category, while most of the top 10 GMV categories decreased compared to the previous week, "Beauty & Personal Care" maintained its top position with a GMV of 754 million yen (+12.1% compared to the previous week), and "Women's Wear & Intimates" also grew to 530 million yen (+17.2%). On the other hand, "Food & Beverage" remained in third place despite a decrease to 344 million yen (-21.5%). It was a week where demand in the beauty and women's wear sectors continued to show strength, even with the post-Grand Sale reaction.

Key Points (vs. Previous Week)

GMV: 3.342 billion yen (-3.40%)

Number of Sales Transactions: 1.2642 million (-18.70%)

Average Selling Price: 2,643 yen (+18.83%)

Number of Products Sold: 106,321 units (-10.14%)

*These figures are independently compiled data by Kalodata.

Weekly Report

This report is created based on analysis results generated by the AI analysis function "Kalopilot" of the TikTok Shop data analysis tool "Kalodata." Kalopilot is an AI assistant that can perform market report creation, product research, operational analysis, and more through natural language queries.

▼ Detailed Data Report Here

Japan TikTok Shop Market Weekly Report (June 29 - July 5, 2026)

Kalodata Japan Editorial Department Overall Assessment:

The Japanese TikTok Shop market from June 29 to July 5 recorded a GMV of 3.34 billion yen (-3.4% compared to the previous week). As it was the transition week from the final stages of the Grand Sale to normal operations, the number of sales transactions decreased to 1.264 million (-18.7%).

Meanwhile, the average selling price rose to 2,643 yen (+18.8%), indicating a clear trend towards higher-priced items.

Trends over the Past 4 Weeks

Sales Revenue / Number of Sales Transactions / Average Selling Price

・Week of June 8: 1.926 billion yen / 972,500 transactions / 1,981 yen

・Week of June 15: 2.174 billion yen / 1,169,700 transactions / 1,859 yen

・Week of June 22: 3.459 billion yen / 1,555,100 transactions / 2,225 yen

・Week of June 29: 3.342 billion yen / 1,264,200 transactions / 2,643 yen

Top 10 Categories by Sales Revenue (Billions of Yen)

1. Beauty & Personal Care: 7.54

2. Women's Wear & Intimates: 5.30

3. Food & Beverage: 3.44

4. Smartphones & Electronics: 1.67

5. Toys & Hobbies: 1.52

6. Travel Bags & Luggage: 1.36

7. Daily Necessities: 1.26

8. Sports & Outdoors: 1.25

9. Men's Wear & Underwear: 1.13

10. Home Appliances: 0.96

Product & Content Related Metrics (vs. Previous Week)

・New Products: 119,160 items (-11%)

・Products Sold: 106,321 items (-10%)

・Videos: 1.34 million (-)

・Live Rooms: 16,095 (-3%)

Market & Investment Related Metrics (vs. Previous Week)

・Total Shops: 123,061 (+2%)

・Advertising Budget: 26.64 million yen (-15%)

・New Fans: 1.66 million (-27%)

Category Trend Analysis

"Beauty & Personal Care" led with GMV of 750 million yen (+12.1%), and "Women's Wear & Intimates" grew to 530 million yen (+17.2%). "Food & Beverage" maintained third place at 340 million yen (-21.5%).

Overall, despite a decrease in the number of sales transactions, the growth in beauty and women's wear was notable.

Saveable Weekly Image

Source: Kalodata Research

Source: Kalodata Research

About the Data

This report is based on information independently collected and analyzed by Kalodata, using TikTok Shop-related data.

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About Kalodata

Kalodata (https://www.kalodata.com/) is a data analysis platform specializing in TikTok Shop.

It visualizes data across categories, shops, creators, products, videos/ads, and live streams, supporting data-driven decision-making for sellers, brands, creators, and affiliates.

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