TikTok Launches E-commerce Platform in Japan, Expands Beyond U.S. Market

According to Nikkei, TikTok, the popular Chinese social media platform, is set to officially enter the e-commerce sector in Japan within the next few months.

Sources from Nikkei revealed that TikTok is preparing to recruit sellers for TikTok Shop, the company’s e-commerce arm, in the Japanese market.

However, TikTok has not issued an official comment on the matter.

Expanding into Japan — the world’s third-largest e-commerce market valued at $380 billion and projected to grow by 7% from 2024 to 2027 — is part of TikTok’s broader strategy to grow its business outside the U.S., where it is still awaiting a deal to secure its long-term presence.

This move is seen as a strategic effort to diversify TikTok’s revenue sources beyond advertising, especially as regulatory pressure intensifies across various countries.

Industry experts note that the timing of this expansion appears calculated, as TikTok recently launched TikTok Shop in France, Germany, and Italy — signaling an accelerated push in its global commerce strategy amid unresolved legal challenges in the U.S.

TikTok Headquarters in Culver City, California, U.S. (Photo: Reuters)

In the U.S., TikTok is facing significant legal challenges. A law passed by the U.S. Congress in 2024 requires ByteDance — TikTok’s China-based parent company — to divest the platform by January 19, 2025, or face a nationwide ban.

With nearly half of the U.S. population using the app, the country is considered one of TikTok’s most important markets. The passage of this law has cast uncertainty over TikTok’s future in the U.S. Furthermore, TikTok has already been banned or restricted in 12 countries due to concerns over data collection and algorithm control by the Chinese government.

In response, TikTok’s push into major markets like Japan is seen as a strategic move to diversify its revenue sources and strengthen its global position in the e-commerce sector.

Previously, former U.S. President Donald Trump stated that the deal involving TikTok might face further delays, while also signaling the potential end of the trade war between the U.S. and China. Trump had already extended the deadline for ByteDance’s divestment twice before.

Source: VCCI