[Kalodata Weekly] Japan TikTok Shop Market: GMV Recovers to 985 Million JPY! Expanding User Base with 2.75 Million New Fans and Category-Specific 'Winning Strategies' (Week of May 11)

## Executive Summary

According to the latest data from the TikTok Shop analytics service Kalodata Japan (operated by Kalowave Japan Inc.), the Japan TikTok Shop market saw a recovery in GMV to 985 million JPY (+14.72% week-on-week) for the period of May 11 to 17.

The average selling price reached 1,967 JPY (+10.07%), the highest level in the last four weeks, while the number of new fans grew significantly to 2.755 million (+31.24%), signaling ongoing expansion of the user base.

Meanwhile, the number of new products and total sales volume have not yet reached late April levels, suggesting a lead-up period toward the 'Super Sale' in late May. By category, the leading sector, 'Beauty & Personal Care,' and others are showing a clearer differentiation in optimal sales methods, such as short videos versus live streaming.

## Highlights (Week-on-Week)

- GMV: 985 million JPY (+14.72%)
- Sales Volume: 501,100 items (+4.23%)
- New Products: 16,260 items (+120.95%)
- New Fans: 2.7547 million (+31.24%)

*Figures are proprietary data compiled by Kalodata.

## Weekly Report

This report is based on analysis generated by 'Kalopilot,' the AI analysis function of the TikTok Shop data analysis tool 'Kalodata.'

## Recent 4-Week Trends (Revenue / Sales Volume / Average Selling Price)

- Week of April 20: 1.345 billion JPY / 719,000 items / 1,872 JPY
- Week of April 27: 1.119 billion JPY / 606,000 items / 1,847 JPY
- Week of May 4: 859 million JPY / 481,000 items / 1,787 JPY
- Week of May 11: 985 million JPY / 501,000 items / 1,967 JPY

## TOP 10 Categories by Revenue (100 million JPY)

1. Beauty & Personal Care: 2.07
2. Women's Wear & Underwear: 1.27
3. Food & Beverage: 1.14
4. Smartphone & Electronics: 0.72
5. Toys & Hobbies: 0.57
6. Health: 0.54
7. Daily Necessities: 0.40
8. Luggage & Bags: 0.39
9. Men's Wear & Underwear: 0.36
10. Home Appliances: 0.35

## Category Trend Analysis

'Beauty & Personal Care' maintains the top spot with 207 million JPY in GMV, strongly driven by short videos. Conversely, 'Food & Beverage' relies mainly on live streaming, while 'Smartphone & Electronics' focuses on video, indicating that optimal content methods are becoming clearer by category.