TikTok plans to enter Japan’s online shopping market within the next few months, according to Nikkei, citing sources involved in the operations. 

The Chinese video-sharing platform is preparing to recruit sellers for TikTok Shop in Japan as it accelerates its global expansion amid uncertainty in the U.S. market.

Global Expansion

The Japan launch follows TikTok Shop’s recent expansion into France, Germany, and Italy in March, adding to existing operations in the UK and other markets. ByteDance, the parent company of TikTok, is targeting a June launch in Japan and plans to enter Brazil later this year.

“My own expectation for Europe is to launch with more speed than we did in the UK because in the UK four years ago, this model was very new,” Jan Wilk, Head of Operations at TikTok Shop UK, said in a statement.

The company’s hiring reflects these expansion plans, with 26 e-commerce positions currently open in Tokyo alongside multiple vacancies across European markets.

U.S. Regulatory Challenges

TikTok’s international expansion comes as it faces a potential ban in the U.S. unless ByteDance divests its U.S. operations. President Donald Trump recently extended the divestiture deadline by 75 days, marking his second delay in enforcing the 2024 law that mandated ByteDance to sell TikTok’s U.S. operations by January 19, 2025.

A potential ownership structure under consideration would give new outside investors 50% of TikTok’s U.S. business, with ByteDance’s existing U.S. investors owning approximately 30%, reducing ByteDance’s stake to just below 20%.

Cross-Border Complications

China’s commerce ministry has stated that any TikTok deal “must comply with Chinese law, including the export of technology, which must be approved by the Chinese government.”

ByteDance representatives reportedly informed the White House that China would not approve a deal until trade and tariff negotiations could take place, following Trump’s announcement of sweeping tariffs affecting global imports.

Consumer Engagement Data

Despite regulatory challenges, TikTok Shop demonstrates strong consumer engagement. Research from PartnerCentric reveals that 37% of TikTok users have made at least one purchase through TikTok Shop in the past six months, spending an average of $59 per transaction and making approximately 12 purchases annually.

The platform shows clear generational differences in usage, with 61% of Gen Z, 40% of Millennials, and 20% of Gen X reporting purchases through the service.

In the U.S., January sales increased 153% year-over-year, outpacing competitors Shein and Temu, according to data from Bloomberg Second Measure.