TOKYO — Despite finding success in other markets, TikTok’s live commerce feature is struggling to gain traction in Japan a month after launch, with many companies reluctant to risk trying a marketing medium that remains relatively untested in the country.
Most businesses opt to wait and see if live commerce can change how consumers shop
Fashion brand A’pearl is among the businesses trying live commerce via TikTok Shop. (A’pearl)
RYO SATO
August 10, 2025 17:30 JST
