Japan TikTok Shop Weekly Report: Market Cools After Golden Week as GMV Falls 23.25% to 859 Million Yen

According to the latest data from TikTok Shop analytics service Kalodata Japan, operated by Kalowave Japan Inc., Japan’s TikTok Shop market slowed broadly during May 4-10 following the end of the Golden Week holidays. GMV reached 859 million yen, down 23.25% week over week, while sales volume totaled 480,800 items, down 20.64%. The average order value was 1,787 yen, continuing a downward trend compared with the previous week and the week before. The number of new products dropped by about 80%, and the decline in products generating sales was larger than the change in active shops, indicating a cooling of the overall market. At the same time, some brands achieved countertrend growth in the beauty supplement and health categories by running concentrated promotions through livestreaming. This highlighted the effectiveness of proactive promotional activity in a market environment where competing products had decreased. Key figures were as follows: GMV of 859 million yen, down 23.25% week over week; sales volume of 480,800 items, down 20.64%; 7,359 new products, down 82.65%; and 32,084 products generating sales, down 44.26%. These figures are independently aggregated by Kalodata. This weekly report was prepared based on analysis generated by Kalopilot, the AI analysis feature of TikTok Shop data analytics tool Kalodata. Kalopilot is an AI assistant that supports market report creation, product research, and operational analysis through natural-language questions. For the week of May 4-10, Japan’s TikTok Shop market contracted significantly after Golden Week, with both GMV and sales volume declining sharply. The average order value also fell from prior weeks, showing a clear post-holiday cooling in overall consumption. Over the past four weeks, sales, sales volume, and average selling price were as follows: the week of April 13 recorded 1.181 billion yen, 719,000 items, and 1,643 yen; the week of April 20 recorded 1.345 billion yen, 719,000 items, and 1,872 yen; the week of April 27 recorded 1.119 billion yen, 606,000 items, and 1,847 yen; and the week of May 4 recorded 859 million yen, 481,000 items, and 1,787 yen. By top 10 categories, Beauty & Personal Care led with 172 million yen in sales, followed by Food & Beverages at 118 million yen, Women’s Apparel & Underwear at 98 million yen, Smartphones & Electronics at 67 million yen, Toys & Hobbies at 51 million yen, Travel Luggage & Bags at 38 million yen, Household Goods at 37 million yen, Health at 36 million yen, Home Appliances at 36 million yen, and Men’s Apparel & Underwear at 33 million yen. Product and content-related indicators showed 7,359 new products, down 83% week over week; 32,084 products generating sales, down 44%; 612,000 videos, up 4%; and 10,076 live rooms. Market and investment-related indicators showed 106,273 total shops, an advertising budget of 10.74 million yen, down 13%, and 2.1 million new fans, down 25%. In category trends, Beauty & Personal Care maintained the top position with more than 170 million yen in GMV, followed by Food & Beverages and Women’s Apparel & Underwear. While the overall market shrank, beauty supplements and health categories stood out with countertrend growth. This growth was driven by concentrated promotions from certain brands, with livestream-centered sales activities significantly boosting revenue. This report is based on TikTok Shop-related data independently collected and analyzed by Kalodata. Reposting, quotation, and secondary use are permitted if the source is clearly stated, for example: “Kalodata survey.” Kalodata is a data analytics platform specializing in TikTok Shop. It visualizes data across categories, shops, creators, products, videos, ads, and livestreams, helping sellers, brands, creators, and affiliates make data-driven decisions. Kalodata is currently offering a seven-day free trial for new users. During the trial, users can test TikTok Shop market data analysis, competitor brand analysis, product and creator research, and AI analysis through Kalopilot. No credit card registration is required. To commemorate the launch of Kalopilot, Kalodata is running a feedback campaign. Users who post impressions or usage experiences of Kalopilot in 200 characters or more will receive five AI points for use in Kalopilot. In addition, from April 23 to June 30, 2026, Kalodata is running a social media posting campaign to encourage use of Kalopilot. Users who post Kalopilot analysis results or insights to designated social platforms, X formerly Twitter or TikTok, will all receive 30 AI points. Additional benefits include plan upgrades by lottery and popular post awards. Kalodata also accepts inquiries about detailed data on Japan’s TikTok Shop market, past reports, and consultations on implementation and usage. Contact is available via LINE: Kalodata Japan, ID @143xfbzf.