TikTok Shop's First Year in Japan: Sales Driven by More Than Just Follower Counts — Estimated Annual Sales of Approximately 536 Billion Yen, 14-Fold Increase in One Year

Nint Inc. (Headquarters: 8-17-1 Nishi-Shinjuku, Shinjuku-ku, Tokyo, Sumitomo Real Estate Shinjuku Grand Tower 37F, Representative: Junko Yoshino) released a market report based on estimated data obtained through its SNS commerce analysis tool, 'Nint EC Social,' to commemorate the first anniversary of TikTok Shop's service launch in Japan. The full version of this report will be sent free of charge to those who register as free members.

What became apparent in the first year of operation was a unique sales pattern for TikTok Shop that differs from existing EC malls.

Report Highlights

1. Estimated annual sales of approximately 536 billion yen. Approximately 14-fold increase in one year.

The estimated annual sales volume is approximately 536 billion yen. Compared to the top three EC malls in Japan (combined sales of Rakuten Ichiba, Amazon, and Yahoo! Shopping), it is still small at approximately 0.5%, but it has grown from approximately 6.4 billion yen in the first month to approximately 88 billion yen recently, marking an approximately 14-fold increase in one year. The market for the top three EC malls during the same period increased by 4.3% year-over-year.

2. The top category for the top three malls is 'Electronics,' while for TikTok it is 'Cosmetics.' The top single category is 'Stress-relief goods.'

The category with the largest share in the top three EC malls is electronics (10.8%). On the other hand, TikTok Shop's top category is cosmetics (16.3%, approximately 2.8 times that of the malls), and together with food and clothing, low-priced and daily-use categories account for approximately twice that of the malls. The best-selling single category is 'Stress-relief goods' (average price approximately 1,770 yen), which includes fidget toys.

3. There is almost no correlation between follower count and sales.

An analysis of the top 300 sellers revealed that those with fewer than 50,000 followers (79% of the total) accounted for 66.2% of sales, while famous influencers with 500,000 or more followers (5 people) accounted for only 2.9%. There are also cases where a seller with approximately 13,000 followers sold over 3 billion yen annually, indicating that the relationship 'the more followers, the more sales' does not hold in this market.

4. Sales directly linked to live and video content account for approximately 17% (lower limit). Food, particularly rice, is rapidly growing.

Approximately 17% of annual sales (lower limit of monthly top rankings) are directly linked to live and video content (8.2% live + 9.2% video). There are also cases where a single live broadcast generated up to approximately 90 million yen. The share of food has expanded from 2.3% to 15-21% recently, and rice has been in the top rankings (within the top 2-3 positions) since autumn 2025.

*Note: The above analysis is based on Nint's estimated values (order basis). The comparison target is the combined sales of the top three EC malls (Rakuten Ichiba, Amazon, and Yahoo! Shopping), and the mall side is only shown in terms of share, average price, and ratio. This is a ranking of the top positions and does not represent the actual figures for the entire market.

'In its first year, TikTok Shop was a fast-moving market where success was not determined by the number of followers, and the top ranks were almost completely replaced. Whether you can grasp who is selling what and how through 'data' will be the dividing line for the second year' (Kataogi, Nint Inc.).

About Nint EC Social

'Nint EC Social' is a domestically produced TikTok Shop analysis tool that, in addition to Rakuten Ichiba, Amazon, and Yahoo! Shopping, estimates and visualizes the sales and number of items sold on TikTok Shop using proprietary technology. Instead of focusing on the number of views, it allows you to find out what products, videos, and creators are selling based on 'how much was sold.' Data is updated daily. In addition to a free trial plan, a basic plan is available for 8,000 yen per month (excluding tax).

The full version of this report (including category rankings, notable creators, and sales analysis of live and video content) will be sent free of charge to those who register as free members of Nint EC Social.

Register as a free member to receive the full report

Company Profile of Nint Inc.

Representative: Junko Yoshino

Headquarters: 17-1 Nishi-Shinjuku 8-chome, Shinjuku-ku, Tokyo, Sumitomo Real Estate Shinjuku Grand Tower 37F

URL: https://nint.jp/corp

Established: February 2019

Business: Provision of EC data analysis services

Under the mission of 'Freeing the world with data,' the Nint Group aims to realize an EC data analysis platform that enables everyone to implement optimal marketing strategies in the rapidly growing EC market.

For over 10 years, Nint has independently accumulated and provided estimated data on market trends in the EC markets of China and Japan, with approximately 2,300 companies in Japan having introduced its services.

Nint Corporate Site

Nint ECommerce Service Site