Live Commerce Booms Among Busy Housewives in Japan

May 06, 2025 | News On Japan

OSAKA - A new form of e-commerce known as "live commerce" is rapidly gaining popularity in Japan, especially among housewives. Operated by Osaka-based startup Celest, the model uses social media livestreams to sell products in real time while interacting with viewers.

Morning broadcasts in particular have struck a chord with this demographic, with some items selling out within a minute of being introduced.

Inspired by trends in China, Celest launched its live commerce business in 2017. The company now sometimes surpasses 200 million yen in monthly sales. As cashless transactions become more widespread in Japan, the live commerce market is showing strong growth.

Inside a seemingly ordinary office building in Chuo Ward, Osaka, staff begin preparing for a livestream session before 6 a.m.

"Good morning, everyone! Thank you for your comments. Today we’ll be selling this smartphone and pouch set!" the host announces.

What sets live commerce apart from traditional TV shopping is the real-time interaction with viewers. Using built-in features on social media platforms, Celest answers questions and responds to viewer requests live. For example, when asked about how to store Korean cold noodles, the host explains: "They’ll be delivered frozen, but once received, please refrigerate them." Another viewer asks about sending them to a distant son, to which the host quickly replies, "You can store them in the fridge—it’s fine."

Such engagement has helped drive impressive sales. On one occasion, 200 boxes of macadamia nut chocolates sold out in just four minutes. Another item, a Malaysian cocoa product, sold 108 units in only one minute.

Even at such early hours, over 1,000 viewers tune in. Items ranging from clothing to food fly off the virtual shelves. In just three hours on one morning, Celest sold 881 items worth approximately 1.45 million yen.

Morning broadcasts are especially effective, the company says, because viewers—mostly women in their late 30s to 50s—tend to watch after sending off children or spouses, or before heading to work. These quiet early hours, before household activity begins, are considered the golden time for live commerce. They not only draw more viewers but also help increase unit prices and overall sales.

On some days, Celest reports sales exceeding 12 million yen in just three hours. In March this year alone, monthly revenue topped 200 million yen—a figure that continues to rise.

The founder’s interest in live commerce began when learning about its explosive growth in China, where the market has reached a scale exceeding 40 trillion yen. Analysts believe cashless payments and a cultural familiarity with buying through social media contributed to this rapid expansion.

Following Celest’s lead, major Japanese retailers have begun exploring live commerce as well. Furniture giant Nitori launched live-streamed sales in 2022, followed by Uniqlo. The live commerce market is expected to grow further in Japan.

Celest hopes to help establish the infrastructure needed for live commerce to take root across the country.

Source: Television OSAKA NEWS

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