TikTok Shop Expands to Brazil & Japan: What Sellers Need to Know

TikTok Shop Accelerates Global Expansion

TikTok Shop is rapidly expanding its global footprint, with Brazil and Japan set to join its growing marketplace. The Brazil site will open for seller registration in April, initially inviting local sellers through targeted invitations. The operational model will resemble that of Mexico, managed by the same team to ensure strategic alignment and resource efficiency. However, due to complex tariff and logistics issues, Brazil's TikTok Shop will not offer a fully managed fulfillment service at this stage, requiring sellers to handle their own shipping and customs clearance.

Meanwhile, the Japan marketplace is scheduled to launch in June, welcoming both local business and individual sellers. TikTok Shop is currently gathering applications from interested merchants. Industry experts predict that beauty, skincare, and pet supplies will be among the most promising categories, given their strong consumer demand in Japan. With 40 million registered TikTok users in Japan, who demonstrate high purchasing power, the platform currently operates on an advertising-driven and semi-closed-loop e-commerce model. If a fully integrated TikTok Shop feature is introduced in the future, conversion rates are expected to rise significantly, offering sellers a more seamless sales channel.

Last updated: TikTok Shop Officially Launches in Japan

On June 30, 2025, TikTok Shop officially launched in Japan, marking a major milestone in its global expansion strategy. The platform now boasts over 33 million monthly active users in Japan. Key features rolled out with the launch include shoppable videos and livestreams, branded product pages, a dedicated “Shop” tab, an affiliate program enabling creators to earn commissions, advanced advertising solutions, and a secure payment system developed in collaboration with external platforms. This comprehensive suite of tools aims to integrate entertainment and shopping, providing brands and creators with new ways to engage Japan's digitally savvy consumers.
 

Expanding Across Europe

Beyond Brazil and Japan, TikTok Shop is actively expanding its European presence. The platform recently launched operations in Germany, France, and Italy. At present, only locally registered businesses can apply, but independent sellers are expected to gain access soon.

To streamline the process, TikTok Shop introduced a “One Entity, Multi-Country” policy, allowing sellers with a registered business in Spain, Germany, France, or Italy to open subsidiary stores in the other three countries. This initiative simplifies market entry, reduces operational costs, and provides sellers with broader market access across the European Union.

Seamless Logistics with Forest Shipping

For sellers looking to expand globally, logistics remains a crucial consideration. Forest Shipping specializes in international freight forwarding, offering reliable shipping solutions from China to key markets including the United States, Canada, France, Germany, Italy, Brazil, and Japan. Additionally, we facilitate exports from Southeast Asia to various global destinations. With 15 years of experience in cross-border e-commerce logistics, we provide tailored shipping solutions to help businesses succeed. For a customized quote, email us today at digitalmarketing@forestshipping.com.