TikTok Shop Japan Survey: 72% Plan to Keep Buying, Apparel Leads Categories
The survey shows content-driven triggers, not ads, drive over half of TikTok Shop purchases, a signal for brands deciding where to put marketing budget on the platform.
Key Facts
- The ripples Inc. survey of 410 Japanese TikTok Shop buyers ran from June 16 to July 14, 2026.
- 72.2% of respondents intend to purchase on TikTok Shop within the next six months.
- 65.1% said they purchase on TikTok Shop more frequently than one year ago.
- 81.7% of buyers have made a purchase during a TikTok LIVE stream.
- Kalodata Japan reported a GMV of 2.676 billion yen for the week of July 27 to August 2, 2026.
Reporting from 1 source: ASCII.jp.
A survey of 410 Japanese TikTok Shop buyers, conducted by ripples Inc. from June 16 to July 14, 2026, found that one year after the platform's Japan launch, 72.2% intend to keep purchasing within the next six months, and 65.1% say they buy more frequently than a year ago. The most purchased categories were apparel and fashion at 45.1%, cosmetics, skincare, and beauty at 42.2%, and daily goods and household items at 41.9%. The most common average purchase amount was 3,000 to less than 5,000 yen, cited by 32.9% of respondents, with 64.4% spending between 1,000 and 5,000 yen per transaction. Live streaming was the top purchase trigger at 29.3%, followed by ad videos at 28.3% and creator regular videos at 21.5%. Content-based triggers, combining live streaming and creator videos, totaled 50.8%, nearly double the share for pure ad videos. A separate weekly report from Kalodata Japan covering July 27 to August 2 recorded a gross merchandise value of 2.676 billion yen, with Beauty and Personal Care leading categories at 495 million yen.
The ripples Inc. survey, released via PR TIMES, asked nine questions to 410 men and women who had bought on TikTok Shop in the past year. The sample split was 250 respondents aged 15 to 39 and 160 aged 30 to 60. Beyond the headline figures, 81.7% said they have made a purchase during a TikTok LIVE, and 83.7% have discovered a product on TikTok and then bought it on another e-commerce site, showing the platform works as a discovery channel as much as a storefront.
Price and content tied as the top reasons for shopping: 42.0% cited low prices or limited coupons, and the same 42.0% cited videos and live streams showing product details. Satisfaction reached 69.5%, while 13.0% expressed some level of dissatisfaction. ripples Inc. President Akiyoshi Shimizu, who supervised the survey, said the key finding is that content-driven purchases exceed ad-driven ones and that over 80% have bought after watching live commerce.
The Kalodata weekly report, covering July 27 to August 2, showed a GMV of 2.676 billion yen, down 0.5% week on week, with average selling price rising 4.4% to 2,511 yen. Food and Beverages grew from 188 million yen in early July to 397 million yen, more than doubling in about three weeks.
- Apparel/Fashion: 45.1% of buyers purchased in the past year, the top category
- Cosmetics/Skincare/Beauty: 42.2%, second most purchased category
- Daily goods/Household items: 41.9%, third most purchased category
- Live streaming: 29.3%, most common purchase trigger
- Ad videos: 28.3%, second most common purchase trigger
- Creator regular videos: 21.5%, third most common purchase trigger
Synthesized by Yomimono from the 1 cited source below, including Japanese-language reporting where cited, then editorially reviewed before publishing.