What is the main reason for the decrease in TikTok Shop's GMV?

The GMV and number of successful transactions decreased due to the rebound effect from the previous week's sales campaigns.

What are the key growth factors for TikTok Shop going forward?

Product strength and content management capabilities, independent of sales, are suggested as key drivers for future growth.

What kind of service is Kalodata?

It's a data analysis platform specializing in TikTok Shop, supporting data-driven decision-making.

[Kalodata Weekly] Japan TikTok Shop Market: GMV Decreases to ¥1.18 Billion Due to Sales Rebound, But Sales Activities Remain Vigorous; Winning Strategies for Normal Times Become Clear (Week of March 23, 2026)

Published Apr 2, 2026 3:18 AM ・ Updated Jun 2, 2026 1:01 PM ・ 9 min read ・ Source: PR TIMES

The Japan TikTok Shop market saw a GMV decrease to ¥1.18 billion (down 6.5%) in the week of March 23-29, 2026, due to a rebound from the previous week's sales. However, video posts and live streams increased, and the average customer spend rose, indicating a shift away from sales-dependent revenue to emphasizing product strength and content operation capabilities during normal periods as future growth drivers.

Summary (Executive Summary)

According to the latest data from Kalodata Japan, a TikTok Shop data analysis service (operated by Kalowave Japan Inc.), the Japan TikTok Shop market from March 23rd to 29th saw a decrease in GMV to 1.18 billion yen (-6.5%) and transaction volume to 583,000 cases (-10.6%) due to a rebound from the previous week's sales initiatives. On the other hand, the number of video posts and live streams increased, and the average customer spend also rose. This suggests that moving away from a sales-dependent revenue structure, product strength and content operational capabilities during normal times will be future growth factors.

Key Highlights (Week-on-Week)

・GMV: ¥1.18 billion (-6.5%)

・Number of sales: 583,000 cases (-10.6%)

・Average price: ¥2,030 (+4.5%)

・Number of new products: 21,719 (-48.1%)

*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 generate market reports, product research, and operational analysis through natural language queries.

▼ Click here for the detailed data report

Japan TikTok Shop Market Weekly Report (March 23 - March 29, 2026)

Kalodata Japan Editorial Department General Review:

Japan TikTok Shop from March 23rd to March 29th saw GMV decrease to 1.18 billion yen (week-on-week -6.5%).

While the number of transactions dropped due to the rebound from the previous week's sales, the average price increased. The number of videos and live streams increased, confirming a shift from sales-dependent to normal operations.

Recent 4-week Trend

Sales / Number of Sales / Average Selling Price

・Week of March 2nd: ¥1.12 billion / 546,000 cases / ¥2,051

・Week of March 9th: ¥1.07 billion / 541,000 cases / ¥1,970

・Week of March 16th: ¥1.27 billion / 653,000 cases / ¥1,942

・Week of March 23rd: ¥1.18 billion / 583,000 cases / ¥2,030

TOP 10 Categories by Sales (in billions of yen)

1. Beauty & Personal Care: 2.67

2. Food & Beverage: 1.89

3. Women's Wear & Innerwear: 1.21

4. Smartphones & Electronics: 0.83

5. Toys & Hobbies: 0.59

6. Health: 0.50

7. Jewelry Accessories & Derivatives: 0.41

8. Travel Bags & Luggage: 0.40

9. Automobiles & Motorcycles: 0.39

10. Men's Wear & Underwear: 0.35

Product & Content Related Indicators (Week-on-Week)

・Number of new products: 21,719 (-48%)

・Number of products sold: 37,851 (+9%)

・Number of videos: 484,000 (+7%)

・Number of live rooms: 9,328 (+16%)

Market & Investment Related Indicators (Week-on-Week)

・Total number of shops: 103,410 (‐)

・Advertising budget: ¥13.11 million (-7%)

・Number of new fans: 1.87 million (‐22%)

Category-Specific Trend Analysis

While categories that grew during the sales period, such as beauty & personal care and daily necessities, saw a rebound decline, products with stable demand were less affected and maintained sales.

The difference between sales-dependent and non-sales-dependent products became clear, and within categories, there was an intensified focus on "products that sell consistently."

Preserved Weekly Images

Source: Kalodata Survey

About the Data

This report is based on information independently collected and analyzed by Kalodata, using TikTok Shop-related data. *If the source is cited, reproduction, quotation, and secondary use are permitted (e.g., "Kalodata Survey").

About Kalodata

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

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

Ongoing Campaigns & Special Offers

① 7-Day Free Trial in Progress

Kalodata offers a 7-day free trial for new users. During the trial period, you can test the following features in an environment simulating actual business use:

・TikTok Shop market data analysis

・Competitor brand analysis

・Product/creator research

・AI analysis function by Kalopilot

No credit card registration is required, so anyone can try it easily.

FACT BOX

Source: PR TIMES
Category: News

[Kalodata Weekly] Japan TikTok Shop Market: GMV Decreases to ¥1.18 Billion Due to Sales Rebound, But Sales Activities Remain Vigorous; Winning Strategies for Normal Times Become Clear (Week of March 23, 2026)

⚡ Key Points