Background of the Business Alliance
The e-commerce function “TikTok Shop,” which allows users to purchase products directly within the TikTok app, was first launched in Indonesia in 2021 and has since expanded to 12 countries (Note 3). In Japan, TikTok Shop officially began service in late June 2025 and is gaining attention as a new market in the e-commerce and live commerce space.
Live commerce refers to the method of introducing and selling products through live streaming while communicating with viewers in real time. It is estimated that the global gross merchandise volume (GMV) from live commerce reached approximately USD 36.2 billion in 2024 (Note 4).
Tec-Do 2.0 achieved a GMV of USD 300 million (approx. JPY 45 billion) globally in 2024, including markets in China, Southeast Asia, and North America, and has one of the top live commerce track records worldwide.
Meanwhile, GMO UniteX was certified as a TSP in September 2025 and has been offering comprehensive support for Japanese companies utilizing TikTok Shop.
To fully leverage the strengths of both companies and maximize results for Japanese businesses using TikTok Shop, the two parties have entered into this strategic business alliance.
(Note 3) TikTok Business Help Center “Considerations when launching your TikTok Shop journey”
(https://ads.tiktok.com/help/article/considerations-when-launching-your-tiktok-shop-journey?lang=ja)
(As of November 20, 2025)
(Note 4) Momentum Works “TikTok Shop hits US$33 billion in GMV for 2024”
(https://thelowdown.momentum.asia/tiktok-shop-gmv-in-2024-surpassed-us30-billion/)
(Published January 6, 2025 / Accessed January 7, 2026)
Features of the Alliance
1. Maximizing Use of LiveLab’s Live Streaming Infrastructure
LiveLab will provide the infrastructure and operational base at Japan’s largest live streaming studio (Note 5), scheduled to open in mid-February 2026. With a multi-booth setup supporting simultaneous streaming, the studio will meet a wide range of client needs.
Image: Planned live streaming studio setup
2. Integrated Support for the Japanese Market by GMO UniteX
GMO UniteX will serve as the unified contact point for negotiations, contracts, and operations for Japanese companies. By eliminating language and business culture barriers, the alliance will facilitate smooth communication.
3. Joint Development Program for Professional Live Streamers
The two companies will combine their know-how to design and operate training curricula for live streamers, aiming to nurture and produce professional streamers with both entertainment value and strong sales capabilities.
(Note 5) Based on internal research as of December 2025
Future Outlook
We aim to build a successful live commerce model originating from Japan, and in the future, support the overseas expansion of Japanese companies’ live commerce initiatives.
About GMO UniteX Inc.（URL：https://www.gmo-ux.com）
GMO UniteX Inc. is a consolidated subsidiary of GMO NIKKO Inc. (President and CEO: Isamu Sakuma), which provides comprehensive marketing support and is part of the GMO Internet Group. The company offers marketing support services for brand-owning companies utilizing TikTok and other social media platforms.
With services ranging from strategic planning, campaign design, promotions, creative production, to the development and provision of proprietary marketing solutions such as “FanSpot by GMO,” GMO UniteX aims to enhance brand value and strengthen customer engagement through diverse solutions.
About LiveLab Media JP Inc.
LiveLab Media JP Inc. is a subsidiary established by Tec-Do 2.0 in line with the launch of TikTok Shop across various regions.
Focusing on live streaming, it provides services including planning and production of short-form videos, influencer marketing, and more.
Since the launch of its business, the company has contributed to a total GMV of over USD 1 billion, operates over 100 live-streaming rooms, and manages more than 500 affiliated streamers.
