[Kalodata Weekly] Japan TikTok Shop Market: GMV Down 16% Week-on-Week, but Apparel Sees Double-Digit Growth; Category Structure Shifts in New Fiscal Year (Week of April 6)
According to Kalodata Japan's latest data, the Japan TikTok Shop market saw a significant 16.3% week-on-week decrease in GMV to 935 million yen from April 6-12. However, apparel categories like women's wear/innerwear (+11%) and men's wear/underwear (+14%) showed growth, indicating a shift towards decentralized, video-adaptable categories.
📋 Article Processing Timeline
- 📰 Published: April 15, 2026 at 18:00
- 🔍 Collected: April 15, 2026 at 09:31
- 🤖 AI Analyzed: April 19, 2026 at 14:35 (101h 3m after Collected)
## Press Release Information
Title: [Kalodata Weekly] Japan TikTok Shop Market: GMV Down 16% Week-on-Week, but Apparel Sees Double-Digit Growth; Category Structure Shifts in New Fiscal Year (Week of April 6)
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■ Summary (Executive Summary)
According to the latest data from TikTok Shop data analysis service Kalodata Japan (operated by Kalowave Japan Inc.), the Japan TikTok Shop market from April 6th to 12th saw a significant decrease in GMV, down 16.3% week-on-week to 935 million yen, entering an adjustment phase with reduced new product listings and advertising investment.
On the other hand, women's wear/innerwear (+11%) and men's wear/underwear (+14%) grew, demonstrating the relative strength of decentralized and highly video-adaptable categories.
A structural change is progressing in the market, where a clear distinction is emerging between "concentrated-dependent" and "decentralized" types.
■ Key Points (Week-on-Week)
GMV: 935 million yen (-16.3%)
Number of Sales: 539,000 units (-2.2%)
Number of Products Sold: 32,719 units (-39.7%)
Number of New Products: 13,244 units (-62.8%)
* These figures are independently compiled data by Kalodata.
■ Weekly Report
This report is created based on analysis results generated by "Kalopilot," the AI analysis function of the TikTok Shop data analysis tool "Kalodata."
Kalopilot is an AI assistant that can create market reports, conduct product research, and perform operational analysis through natural language queries.
▼Click here for the detailed data report
Japan TikTok Shop Market Weekly Report (April 6th - April 12th, 2026)
Kalodata Japan Editorial Department General Review:
From April 6th to April 12th, the Japan TikTok Shop saw a significant decrease in GMV to 935 million yen (-16.3% week-on-week).
Amidst reduced postings and supply due to the start of the new fiscal year, the number of new products decreased by 62.8%, and advertising spending also shrank. However, the number of videos increased by 4.9%, indicating a shift towards content-driven operations during this week.
Recent 4-week trends
Sales / Number of Sales / Average Selling Price
・Week of March 16: 1.27 billion yen / 653,000 units / 1,942 yen
・Week of March 23: 1.18 billion yen / 583,000 units / 2,030 yen
・Week of March 30: 1.12 billion yen / 551,000 units / 2,028 yen
・Week of April 6: 935 million yen / 539,000 units / 1,737 yen
Top 10 Categories by Sales (billion yen)
1. Beauty & Personal Care: 1.57
2. Food & Beverages: 1.29
3. Women's Wear & Innerwear: 1.08
4. Smartphones & Electronics: 0.89
5. Toys & Hobbies: 0.45
6. Men's Wear & Underwear: 0.44
7. Travel Luggage & Bags: 0.44
8. Automotive & Motorcycles: 0.38
9. Daily Necessities: 0.34
10. Health: 0.28
Product & Content Related Indicators (Week-on-Week)
・Number of New Products: 13,244 units (-63%)
・Number of Products Sold: 32,719 units (-40%)
・Number of Videos: 540,000 units (+5%)
・Number of Live Rooms: 7,568 units (+5%)
Market & Investment Related Indicators (Week-on-Week)
・Total Number of Shops: 104,346 units (+1%)
・Advertising Budget: 10.67 million yen (-23%)
・New Fans: 1.89 million people (-18%)
Category Trend Analysis
While Beauty & Personal Care and Food & Beverages continue to maintain top positions, Food & Beverages (concentration 39%) and Automotive & Motorcycles (50%) show significant reliance on specific products. Daily Necessities (11.7%) is stable as a decentralized type.
Additionally, women's wear/innerwear (+11%) and men's wear/underwear (+14%) grew, driven by new fiscal year demand and their compatibility with video appeals.
■ Saved Weekly Images
Source: Kalodata Survey
Source: Kalodata Survey
■ About the Data
This report is based on information independently collected and analyzed by Kalodata, using TikTok Shop related data.
* Reproduction, citation, and secondary use are permitted with proper attribution.
Keywords:
Title: [Kalodata Weekly] Japan TikTok Shop Market: GMV Down 16% Week-on-Week, but Apparel Sees Double-Digit Growth; Category Structure Shifts in New Fiscal Year (Week of April 6)
Subtitle:
Company Name:
Industry:
Main Text (first 8000 characters):
■ Summary (Executive Summary)
According to the latest data from TikTok Shop data analysis service Kalodata Japan (operated by Kalowave Japan Inc.), the Japan TikTok Shop market from April 6th to 12th saw a significant decrease in GMV, down 16.3% week-on-week to 935 million yen, entering an adjustment phase with reduced new product listings and advertising investment.
On the other hand, women's wear/innerwear (+11%) and men's wear/underwear (+14%) grew, demonstrating the relative strength of decentralized and highly video-adaptable categories.
A structural change is progressing in the market, where a clear distinction is emerging between "concentrated-dependent" and "decentralized" types.
■ Key Points (Week-on-Week)
GMV: 935 million yen (-16.3%)
Number of Sales: 539,000 units (-2.2%)
Number of Products Sold: 32,719 units (-39.7%)
Number of New Products: 13,244 units (-62.8%)
* These figures are independently compiled data by Kalodata.
■ Weekly Report
This report is created based on analysis results generated by "Kalopilot," the AI analysis function of the TikTok Shop data analysis tool "Kalodata."
Kalopilot is an AI assistant that can create market reports, conduct product research, and perform operational analysis through natural language queries.
▼Click here for the detailed data report
Japan TikTok Shop Market Weekly Report (April 6th - April 12th, 2026)
Kalodata Japan Editorial Department General Review:
From April 6th to April 12th, the Japan TikTok Shop saw a significant decrease in GMV to 935 million yen (-16.3% week-on-week).
Amidst reduced postings and supply due to the start of the new fiscal year, the number of new products decreased by 62.8%, and advertising spending also shrank. However, the number of videos increased by 4.9%, indicating a shift towards content-driven operations during this week.
Recent 4-week trends
Sales / Number of Sales / Average Selling Price
・Week of March 16: 1.27 billion yen / 653,000 units / 1,942 yen
・Week of March 23: 1.18 billion yen / 583,000 units / 2,030 yen
・Week of March 30: 1.12 billion yen / 551,000 units / 2,028 yen
・Week of April 6: 935 million yen / 539,000 units / 1,737 yen
Top 10 Categories by Sales (billion yen)
1. Beauty & Personal Care: 1.57
2. Food & Beverages: 1.29
3. Women's Wear & Innerwear: 1.08
4. Smartphones & Electronics: 0.89
5. Toys & Hobbies: 0.45
6. Men's Wear & Underwear: 0.44
7. Travel Luggage & Bags: 0.44
8. Automotive & Motorcycles: 0.38
9. Daily Necessities: 0.34
10. Health: 0.28
Product & Content Related Indicators (Week-on-Week)
・Number of New Products: 13,244 units (-63%)
・Number of Products Sold: 32,719 units (-40%)
・Number of Videos: 540,000 units (+5%)
・Number of Live Rooms: 7,568 units (+5%)
Market & Investment Related Indicators (Week-on-Week)
・Total Number of Shops: 104,346 units (+1%)
・Advertising Budget: 10.67 million yen (-23%)
・New Fans: 1.89 million people (-18%)
Category Trend Analysis
While Beauty & Personal Care and Food & Beverages continue to maintain top positions, Food & Beverages (concentration 39%) and Automotive & Motorcycles (50%) show significant reliance on specific products. Daily Necessities (11.7%) is stable as a decentralized type.
Additionally, women's wear/innerwear (+11%) and men's wear/underwear (+14%) grew, driven by new fiscal year demand and their compatibility with video appeals.
■ Saved Weekly Images
Source: Kalodata Survey
Source: Kalodata Survey
■ About the Data
This report is based on information independently collected and analyzed by Kalodata, using TikTok Shop related data.
* Reproduction, citation, and secondary use are permitted with proper attribution.
Keywords: