Core Insights - TikTok plans to officially enter the Japanese e-commerce market in the coming months, with its TikTok Shop already preparing for seller recruitment [1] - The platform will utilize its signature "short video + live streaming + e-commerce" model, allowing sellers to sell products directly through live broadcasts [1] - The Japanese e-commerce market has surpassed 22 trillion yen (approximately 1.1 trillion RMB) in 2023, but live commerce penetration is below 5%, significantly lower than in China (20%) and the U.S. (15%) [1] Market Dynamics - Japanese consumers have high expectations for product quality and after-sales service, with return rates historically higher than in Western markets [2] - Local e-commerce giants like Rakuten and Amazon Japan hold over 70% market share, presenting a challenge for TikTok to establish differentiated advantages in logistics, payment, and marketing [2] - TikTok may leverage its successful Southeast Asia strategies by collaborating with local MCN agencies to cultivate "vertical category influencers" in sectors like beauty and trendy brands [2] Consumer Sentiment - Some Chinese cross-border sellers have received invitations for internal testing of TikTok Shop in Japan, indicating interest in the market [2] - Japanese consumers show strong interest in TikTok's low-price strategy, with potential for significant sales if products are priced competitively [2]