“Customer-Interactive Live Commerce”: A Japan-Specific Business Model: A New Sales Experience Fostering Polite Service and Dialogue

Introduction: Japan Is Evolving Differently from China

The global live commerce market continues to expand rapidly. In China, the market is projected to exceed 6 trillion yen (approximately $40 billion) by 2025, where massive audiences and explosive short-term sales define success.

Japan, by contrast, remains significantly smaller, with a market size of roughly 300 billion yen as of 2023. Yet it would be a mistake to view Japan merely as a delayed version of the Chinese model. Instead, the country is developing a distinctly different approach — one that can be described as “customer-service live commerce.”

This model has emerged organically from Japan’s consumer culture and purchasing psychology. As such, it represents an important strategic direction for companies seeking sustainable growth in live commerce.

This article explores what customer-service live commerce is, how it differs from the Chinese model, and what strategies companies should adopt to succeed in the Japanese market.

What Is “Customer-Service Live Commerce”?

Prioritizing Relationship Quality Over Audience Size

While Chinese live commerce focuses on selling to massive audiences at once, the Japanese approach emphasizes building trust with a more limited but highly engaged viewer base.

Key characteristics include:

• Emphasis on relationship depth rather than audience scale

• Careful communication of brand values and product stories

• Creation of community through exclusive events and early-access offerings

Rather than maximizing short-term revenue, the objective is long-term customer loyalty.

Structural Differences Between China and Japan

Factor	China (Explosive Model)	Japan (Customer-Service Model)
Audience Size	Hundreds of thousands to millions	Thousands to tens of thousands
Primary Goal	Immediate revenue	Long-term customer development
Hosts	Celebrity KOLs and top influencers	Store staff, specialists, everyday users
Communication	One-way persuasion	Two-way dialogue
Value Proposition	Price and functionality	Trust and brand narrative
Time Horizon	Short-term	Continuous engagement

These differences are not merely strategic — they reflect Japan’s deeply rooted consumer preference for reliability and personal connection.

Why Japan Has Evolved Toward a Service-Oriented Model

Consumers Prioritize “Who They Buy From”

According to NTT Com Research, 54.8% of viewers with live commerce experience have made a purchase. This suggests that Japanese consumers evaluate not only product features and price but also the credibility of the seller.

The cultural tradition of valuing relationships with store staff has effectively migrated into digital commerce.

A Decisive Break from Traditional TV Shopping

Television shopping historically relied on one-way product explanations. Live commerce, however, enables real-time interaction.

For example, when a viewer asks:“Is this suitable for sensitive skin?”

The host can immediately respond:“I have sensitive skin myself and use it daily without issues.”

This instant reassurance transforms the experience from mere selling into something closer to consultation.

Participation Over Passive Consumption

Japanese consumers are highly digitally literate and tend to prefer informed purchasing decisions rather than passive buying.

Customer-service live commerce converts viewers into active participants in the purchasing process — a powerful psychological shift.

Corporate Case Studies

FANCL: Counseling-Based Live Streams Led by Beauty Advisors

Cosmetics brand FANCL operates “FANCL LIVE SHOPPING” via the HandsUP streaming platform, featuring real beauty advisors rather than influencers.

By demonstrating skincare routines while answering questions live, FANCL effectively recreates the in-store consultation experience online.

Over three years, the company conducted 145 live sessions, attracting approximately 520,000 cumulative viewers.

The true success factor lies not in promotional bundles but in building trust through dialogue — ultimately strengthening long-term customer lifetime value.

Nitori: Replicating the In-Store Experience Online

Furniture giant Nitori streams live approximately four to five times per week, translating its physical retail approach into a digital format.

Two staff members co-host each session, creating a dynamic, TV-like rhythm that enhances viewer comprehension.

A seamless purchasing interface allows viewers to move directly to product pages with a single click, while archived streams extend reach beyond real-time audiences.

MIX: Empathy-Driven Sales Through Everyday Hosts

Apparel company MIX, which achieved monthly live commerce sales of 10 million yen, offers a compelling example of the service model in action.

Many of its hosts are homemakers who explain products from a real-life perspective:“Comfortable enough for school drop-offs, yet polished enough for errands.”

This relatability helps viewers visualize how products fit into their own lives — something celebrity influencers often struggle to achieve.

Strategies for Executing Customer-Service Live Commerce

1. Establish Consistent Streaming Schedules

Routine broadcasts encourage habitual viewing.

2. Select Hosts Based on Relatability and Expertise

Follower counts matter less than product knowledge and audience proximity.

3. Respond to Comments in Real Time

Immediate answers reduce purchase anxiety and increase conversion likelihood.

4. Optimize Through Data

Analyze conversion rates, viewing duration, and traffic sources to refine future broadcasts.

Challenges and Future Outlook

Despite its potential, live commerce adoption in Japan remains limited. NTT Com Research reports that only 3.9% of consumers had watched live commerce as of 2023.

Key challenges include:

• Limited consumer awareness

• Shortage of professional hosts

• Technical barriers such as lighting and audio quality

However, the launch of TikTok Shop in Japan in June 2025 marks a major turning point. The integration of short-form video and commerce is expected to accelerate adoption, particularly among younger demographics.

Meanwhile, the rise of micro-influencers is shifting the industry away from dependence on celebrity creators.

Conclusion

Customer-service live commerce is more than a sales technique — it is a new retail paradigm shaped by Japan’s consumer culture.

Rather than pursuing explosive revenue, companies are focusing on building trust and generating long-term customer value.

FANCL’s large-scale engagement, MIX’s 10 million yen monthly sales, and Nitori’s consistent streaming efforts all demonstrate the viability of this model.

From 2026 onward, corporate competitiveness will increasingly depend on a single question:

Can you build meaningful relationships with your viewers and turn them into loyal customers?

Customer-service live commerce is poised to become a central mechanism for achieving exactly that.

References

• NTT Com Research. Survey on Live Commerce in Japan (2023).

• Ministry of Economy, Trade and Industry (METI). Market Survey on Electronic Commerce (FY2023).

• FANCL Corporation. Press Release: Initiatives Behind “FANCL LIVE SHOPPING.”

• 17LIVE Inc. (HandsUP). Case Study: FANCL Live Streaming Implementation.

• Nikkei Cross Trend. Nitori’s Live Commerce Strategy.

• MIX Co., Ltd. Press Release: Apparel Live Commerce Achieves Monthly Sales of 10 Million Yen (September 24, 2025).

• PR TIMES. Corporate Press Releases Related to Live Commerce Initiatives.

• Japan External Trade Organization (JETRO). Developments in the Launch of TikTok Shop in Japan (2025).

• McKinsey & Company. China’s Live-Commerce Boom and Its Implications for Retail.