When the TikTok Shop launched in Japan there was a lot of excitement, but I was initially skeptical. When I first heard about TikTok Shop, I thought, “It's probably just a temporary trend aimed at young people.” But now, I clearly feel it has the power to fundamentally change the very rules of modern shopping and consumerism.
Traditional e-commerce—meaning conventional online shops—required creating multiple pathways to get users interested in products. This meant running ads, increasing exposure on social media, and more. Then, users would compare and consider options before finally making a purchase... that was the standard process. Conversely, it was inherently difficult to reach people who didn't follow those pathways.
TikTok Shop is different. It starts with a “chance encounter,” immediately engages with audiences, introduces the product, and leads to purchasing. This entire sequence happens entirely within the TikTok app. In other words, awareness, sparking interest, consideration, and purchase can all begin from a single video.
And here's the most intense part... TikTok Shop can reach targets that your company previously couldn't “connect with.”
Why? Because users aren't watching TikTok with the immediate intention of shopping. They're simply browsing interesting videos, and the moment they feel “empathy” or “discovery,” a natural desire to “want” something arises... This is a phenomenon that, in traditional e-commerce, only happened if you carefully designed the user journey.
That's precisely why I believe companies relying solely on traditional e-commerce should feel the greatest sense of urgency right now. Because, unbeknownst to them, a structure is steadily expanding where competitors leverage TikTok Shop to steadily capture new customers.
TikTok Shop isn't just another “sales channel.” It's a place that creates a new purchasing experience: getting noticed by people you couldn't reach before, making them want your product, and getting them to buy. That's precisely why I strongly feel it's essential to prepare now.
So, this time, I'll introduce its features and how to utilize it as you begin implementing TikTok Shop.
TikTok Shop creates a shopping experience where you discover products before you even start searching, combining “video × e-commerce”
A new way of shopping where you encounter products before you search
The way we shop online is about to undergo a major transformation. One of the catalysts for this change is TikTok Shop. On TikTok Shop, videos become the marketplace, and the time spent watching videos becomes shopping time.
Easy to sell because it eliminates the hassle
Have you ever thought, “It's a bit of a hassle switching pages” when shopping online? You watch a video, then open a link, search for the product on the e-commerce site... that whole process.
This feeling of “an inconvenient hassle” becomes a huge “reason not to buy.”
With TikTok Shop, you can proceed to purchase with just one tap while watching the video. There's no need to navigate to another page or search, so your desire to buy doesn't fade.
For the smartphone generation—teens and twenties—this “smoothness” feels incredibly natural and comfortable.
In digital marketing, it's common knowledge that fewer steps lead to higher conversion rates (CVR).
In other words, how ‘smooth’ the path to purchase is greatly impacts whether a sale happens.
Key Point: Eliminate the “hassle of buying,” and sales will naturally increase.
TikTok Shop is an e-commerce feature that allows direct product sales and purchases within the TikTok app. Unlike e-commerce sites built on your own domain, it's a new feature that realizes “entertainment meets commerce”—enabling users to purchase products instantly while watching videos or live streams.
＜Features of TikTok Shop＞
In-app completion: Complete purchases within TikTok without redirecting to external sites
Video integration: Seamlessly combines short videos, live streams, and product sales
What are the features of TikTok Shop and what can you do with it?
According to TikTok's official announcement, TikTok Shop consists of the following four main features.
1. Live Commerce (LIVE Shopping) Feature
This feature allows sellers to introduce products in real-time during live streams, answering viewer questions while selling. By conveying the appeal of products through interaction between streamers and viewers, it achieves high purchase rates.
2. Product Sales via Short Videos (Tag Placement)
This feature allows sellers to place product tags within short videos. Viewers can check product details while watching the video and purchase directly. It enables seamless guidance from showcasing a product's appeal through the video to completing the purchase.
3. Dedicated Shop Page within the App (Store Setup)
This feature allows followers of a TikTok account to view the seller's product list and purchase items directly. It functions like a permanent “storefront.”
4. Affiliate Functionality in the Showcase (Shop) Tab
This system enables collaboration between companies and creators. Creators introduce a company's products in their videos and receive compensation based on sales generated. Companies gain access to a broad audience, while creators gain monetization opportunities.
The official academy for learning about TikTok Shop
Some of you may be thinking, “I heard videos sell well, so I'll just give it a shot.” But TikTok Shop, which is rapidly growing overseas, isn't a place where you'll start selling off the bat.
It's not just about TikTok, but to sell products, you need to know the tricks of “how to make videos,” “how to present them,” and “how to get people to buy.” Videos that just introduce products will get skipped over.
You can learn these tips at the official “TikTok Shop Academy.” This free learning site, run by TikTok itself, offers practical, hands-on training covering everything from Shop feature details to data analysis.
Be sure to make good use of services like this.
The difference between TikTok Shop and Showcase lies in “listed products” and “user flow”
Item
TikTok Shop
TikTok Showcase
Purchase Flow
Entire process completed within the app
Requires navigation to external sites
Primary Role
Actual sales and conversion acquisition
Expanding awareness and displaying product listings
Features
Enables product purchases during videos and live streams
Guides users to product listings from profiles
Effect
High CVR (conversion rate) and live sales
Integration with awareness and advertising campaigns
TikTok Showcase and Rakuten Room
According to TikTok's official statement, Showcase is an independent feature “available even without opening a TikTok Shop.” This mechanism shares very similar characteristics to Rakuten Room, which is popular in Japan.
Showcase allows creators to add products that match their preferences and earn rewards when those products are purchased. This is fundamentally the same as Rakuten Room's “myROOM” system, where creators introduce products and earn Rakuten Cash.
Moving forward, product development that encourages creators to feature items will likely become increasingly important.
Tik Tok commerce Like a branded store
On the other hand, TikTok Shop functions similarly to a brand's own storefront, where they list and manage products they sell directly. TikTok officially distinguishes and explains “TikTok Shop” and “Showcase” clearly.
TikTok Shop
・Sellers directly manage product inventory
・Centralized management from product listing to shipping
・Selected products can be promoted through ads
Showcase
・Combines and displays products from multiple TikTok Shops
・Ideal for marketing and affiliate purposes
・Available even without a TikTok Shop
Thus, even within the same “video × e-commerce” framework, user behavior differs significantly. Utilizing each appropriately enables flexible operations tailored to a company's size and objectives.
In essence, TikTok Shop is the perfect mechanism for “people who want to buy right now.”
Key point: TikTok Shop is a “place to sell,” while Showcase is a “place to display.”
What sets TikTok Shop apart from other e-commerce platforms? Tips for choosing the best one for you
At first glance, it might seem like TikTok Shop and Instagram Shopping are basically the same since they're both features that let you shop on social media. However, they actually provide fundamentally different shopping experiences, from the user's psychological state to the actual purchasing process.
Let's take a look at each one.
Differences between traditional e-commerce and TikTok Shop
With traditional systems, getting users to watch a video and then purchase a product involves several steps. It's a long journey: “Click the link, go to the site, find the product, add it to cart, complete payment...”
On the other hand, TikTok Shop allows users to immediately check details and prices for products featured in videos or live streams and purchase them directly, smoothly encouraging impulse buys.
2. Primarily static product images and descriptions
3. Limited seller-buyer interaction; inquiries take time
＜Purchasing Process Using TikTok Shop＞
1. Watch video → Interest → Tap → Checkout → Complete
2. Experiential introductions via videos and live streams
3. Real-time Q&A possible during live streams
This difference allows products to reach not just “people searching for items,” but also “people enjoying entertainment.” Since the entire process happens within the app, fewer people abandon it midway, significantly increasing the likelihood of purchase.
For example, MySmile, a self-whitening service, uses this mechanism to maintain a 3x ROAS while cutting CPA by 80% compared to other strategies.
In other words, enabling customers to buy before their desire to purchase cools is crucial for boosting sales.
Key point: Create a system that lets customers buy while their desire—that emotional impulse—still lingers.
Discovery-based e-commerce (TikTok Shop): “Buy before you know it”
In discovery-based e-commerce (TikTok Shop), users don't start out intending to make a purchase. It's serendipitous encounters—like “I was just casually watching videos and suddenly wanted it”—that lead to purchasing.
That's precisely why trending products and “experience-driven products that make you want to try them” are ideal.
In other words, TikTok Shop operates on a “discovery → resonance → immediate purchase” sales mechanism.
Serendipitous Discovery: “Oh, this product might be good”
Emotional Resonance: “I want to try this too” “Looks fun”
Instant purchase: “Just tap and buy”
Experience sharing: “Post a video of using it (UGC)”
This flow skips ‘consideration’ and “comparison,” connecting “the emotion of the moment” directly to the decision.
That's why “sharing the experience” and “the strength of the first impression” are the keys to success.
Consideration-based e-commerce (Instagram Shopping): “Buy after careful consideration”
Consideration-based e-commerce (Instagram Shopping) sees users browsing with the mindset of “I wonder if there's anything good out there?” from the start. They often save posts they like, carefully compare options, and then make a purchase.
Therefore, it tends to suit branded products or staple items that fit seamlessly into lifestyles.
In other words, Instagram supports the flow of “consideration → conviction → purchase.”
The Instagram Shopping Purchase Journey
Interest Generation (Active State): “I want a product like ◯◯”
Information Gathering & Saving: “Find stylish posts and save them”
Comparison & Consideration: “Check other products and reviews”
Purchase Decision: “Buy after being convinced”
Revisit & Become a Fan: “Follow the brand for ongoing updates”
Throughout this process, users carefully evaluate whether the brand is trustworthy and if the product fits their lifestyle.
Therefore, detailed explanations, a beautiful aesthetic, and user testimonials become extremely important.
Perspective
Discovery-based e-commerce (TikTok)
Consideration-based e-commerce (Instagram)
How it starts
Chance encounter (passive)
Conscious exploration (active)
Deciding factor
Emotional resonance/vibe
Understanding/conviction/trust
Purchase speed
Fast (impulse)
Slow (save→consider→purchase)
Suitable products
Trending items/new products/experiential items
Staple products/high-priced items/branded goods
In other words, the structure of the journey itself differs: discovery-type media requires “emotionally engaging videos,” while consideration-type media demands “information-delivering visuals.”
If you don't design for each flow appropriately, even the best products risk “failing to reach or sell.”
Because the way they get bought is fundamentally different, we must tailor how we create products and creative assets to each stage.
Reference examples for multi-platform funnel design
While TikTok Shop excels, it's crucial not to rely solely on a single platform. Instead, use each platform according to its unique characteristics.
Stage 1: TikTok (Discovery & Interest Generation)
Role: Initial encounter with products/brands
Goal: Generate interest (“I'm curious about this product”)
KPI: Video views, likes, profile transition rate
TikTok should primarily be used as the “first place to get noticed.” Since capturing the attention of those unfamiliar with your brand is crucial, videos that make viewers think “This is intriguing” or “I want to check it out” are effective.
Beyond views and likes, the transition rate (“Did they visit the profile?”) is also a key metric to monitor.
In other words, use TikTok as the “place to create the initial connection.”
KPI: Follow rate, save rate, story completion rate
Instagram excels as the “understanding stage” for deepening product knowledge. Careful content creation builds trust and aspiration.
Carefully showing through photos and Reels “how it's used” and “what kind of lifestyle it fits” increases users' purchase intent. Save rates and story completion rates are particularly strong indicators that users want to revisit the content later.
In other words, design Instagram as the “platform supporting the consideration phase.”
Stage 3: E-commerce Site (Purchase & Relationship Continuation)
Role: Final purchase, post-purchase follow-up
Goal: Purchase completion and repeat purchases
KPI: Conversion rate, average order value, repeat rate
Finally, the e-commerce site is the “place where purchases happen” and also where post-purchase follow-up occurs. The goal here isn't just completing the purchase; it's also crucial to focus on “getting customers to come back.” Therefore, page readability, ease of checkout, and designing follow-up via email (or LINE, etc.) are vital.
It's essential to closely monitor conversion and repeat rates, and also verify the effectiveness of traffic sources like TikTok and Instagram at the entry point.
In other words, the key to success is viewing e-commerce not just as a place to sell, but as a place to deepen connections.
As each stage has distinct roles, the crucial point is to clearly define “what to achieve where” and operate accordingly.
Differentiating TikTok and Instagram content: Planning differences
Even when introducing the same product, the key points that resonate differ significantly between TikTok and Instagram.
＜Content Planning for TikTok＞
Before/After videos: Show dramatic changes before and after using the product
Challenge campaigns: Propose fun ways to use the product
Behind-the-scenes: Introduce manufacturing processes or development stories
User-participation: Solicit posts using the product
TikTok strongly favors dynamic content emphasizing “rhythm” and “relatability.” Concepts like Before/After or challenge campaigns that deliver ‘change’ or “surprise” are highly effective.
＜Instagram Content Planning＞
Lifestyle Posts: Beautifully capture everyday scenes featuring the product
Detailed Explanations: Thoroughly explain product features and usage methods
User Reviews: Carefully introduce feedback from actual users
Brand Story: Communicate corporate philosophy and the passion behind product development
Instagram, on the other hand, values “aesthetic appeal” and “worldview.” Lifestyle posts that blend seamlessly into daily life, along with detailed explanations and review posts, build trust.
In other words, even with the same content, “changing how you convey it” allows you to effectively utilize both platforms.
Important considerations before starting TikTok Shop
Pitfall 1: Profitability decline due to fees
TikTok Shop's commission is estimated to be around 7-10%, but once you actually start operating, you'll likely find that costs exceed expectations due to factors like returns.
Since commission fees are an uncontrollable factor, it's also necessary to consider promoting sales on other platforms and your own e-commerce site to reduce the overall commission burden.
For example, if your own e-commerce site accounts for about half of total sales, generating around 30% of sales through TikTok Shop would result in a lower burden.
In other words, it's about effectively utilizing multiple platforms rather than relying solely on one.
Pitfall 2: Poor results from incorrect target audience settings
Many companies fail to grow sales because they mistakenly assume TikTok is only for young people, consistently producing content that misses their actual customer base.
If your target audience is wrong, no amount of views will translate into results.
The solution is to first check how your own customers use TikTok and analyze the response to similar products on the platform.
Then, identify the “potential customer segments” within TikTok and design specific personas.
In other words, the essential perspective is not “who is on TikTok?” but “where are my customers on TikTok?”
Pitfall 3: Risk of account suspension
TikTok has strict guidelines, and accounts can suddenly be suspended even for content posted casually.
Common violations include expressions that violate the Pharmaceutical Affairs Law or the Act Against Unjustifiable Premiums and Misleading Representations, directing users to external links, and overly “advertising-like” presentations.
In particular, statements like “Also available at ◯◯” or “Official website here” may be considered violations of the terms of service.
The fundamental countermeasure is to establish a legal review system before posting content and prioritize entertaining, non-promotional material.
In other words, on TikTok, creating “likable videos” rather than “sales videos” minimizes both risks and outcomes.
As long as you depend on the platform, you may be unable to handle issues if they arise. Therefore, focus your efforts on a controllable foundation, like your own e-commerce site.
Having worked in e-commerce myself, I was conscious of not relying too heavily on platform-dependent sales growth that doesn't build customer lists, or solely on SNS for customer acquisition, which carries the risk of account bans.
Clearly define what serves as the core foundation for your business and prepare countermeasures to ensure operations remain unaffected even if any platform changes its terms.
Summary of TikTok Shop features and usage methods
Let's summarize the key points so far.
TikTok Shop is a new form of e-commerce that operates entirely within the app, enabling users to purchase directly while watching videos or live streams
Its major features (in-feed videos, live streams, Showcase, and affiliate marketing) support diverse sales approaches
Unlike traditional e-commerce, it creates a flow where users serendipitously discover products within videos, evoking emotional responses that lead to purchases
Globally, it has already achieved ¥5 trillion in transaction volume and is expanding faster than major e-commerce platforms
TikTok has 33 million users in Japan, many of whom have purchased products after watching videos.
Rather than replicating overseas success, a strategy tailored to the Japanese market's unique “want to understand before buying” psychology is essential.
Combining the three principles—discovery-based e-commerce, promoting informed purchases, and storytelling × data—builds trust with users.
Integrating with Instagram creates a natural funnel: discover on TikTok, consider on Instagram, purchase on e-commerce.
TikTok Shop represents “discovery-based e-commerce,” not traditional “search-based e-commerce.” In Japan specifically, “detailed explanations” and “relatable narratives” resonate more effectively than hype. Therefore, it's crucial to adapt strategies to Japanese consumer behavior rather than directly copying overseas examples.
Implement these approaches quickly, before competitors enter the market.
Effectiveness of vertical short videos for entertainment appeal
Today's viewers can access content for free and easily hide what they don't want to see, so traditional advertising methods that force content upon them no longer work. Especially on short-form video platforms like TikTok, you must instantly capture viewers' attention.
So, how can you create posts that grab viewers' attention?
Animated videos actually possess an entertaining quality that makes viewers want to keep watching. Furthermore, animations can easily convey stories and abstract messages that are difficult to express through live-action.
The effect is amplified even further by featuring characters in these animated videos that stimulate viewers' emotions.
But creating animated videos for TikTok is tough, right? That's where our “TikTok Anime” service is perfect for you. First, grab the report below and check out its appeal.
Marketing Perspective in Japan: Beyond Just Creation
NOKID provides creative planning and production for PR using characters, events, and video content. Effective videos balance business and creative perspectives, e.g., short clips optimized for TikTok, designed to capture attention in the first 2–3 seconds.
For first-time animation or PR-focused content, feel free to consult with us.
Tokuma Kanna
Founder and CEO of NOKID Inc., a premier creative studio specializing in short-form animation and graphic design. With a focus on narrative-driven visual storytelling, he has spearheaded high-profile projects across the global entertainment landscape. His portfolio includes the acclaimed VALORANT: YORU TYPICAL DAYS cinematic, the Hatsune Miku x Seven Premium 15th Anniversary campaign, and Koda Kumi’s music video "100 no Kotoba-tachi e." As a leading producer in the PV and MV sectors, Tokuma continues to redefine the intersection of animation and contemporary digital media.
