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Live commerce app "WABE" surpasses 5,000 cumulative downloads, also holding a beauty event

"WABE," an e-commerce mall app dedicated to live commerce developed and operated by Cellest Inc., has surpassed 5,000 cumulative downloads.

While expressing gratitude for everyday use, the company says it aims to make live commerce part of Japan's infrastructure.

WABE surpasses 5,000 cumulative downloads

Live commerce app "WABE" surpasses 5,000 cumulative downloads

"WABE" is an e-commerce mall dedicated to live commerce that integrates live streaming, payment and customer management in a single app.

Cellest Inc. explains that behind surpassing 5,000 cumulative downloads is a unique shopping experience that differs from social-media-style live commerce.

Why WABE's unique shopping experience attracts "devoted fans"

While many social-media-style live commerce services build shopping features into entertainment content, "WABE" is offered as an "online shopping mall" where you can concentrate on shopping.

Brands and businesses convey the appeal and features of their products as if serving customers in a physical store, and viewers can resolve their questions and concerns through real-time two-way communication before purchasing.

At "WABE FRIDAY," a one-day-only live commerce event held on "WABE" in June 2026, more than 1,300 visitors in total came and total viewing time reached 886 hours. Some users were reportedly seen staying in the app for five to six hours or more, enjoying shopping.

"WABE" offers a "third shopping experience" that fuses the in-store service experience unique to physical stores with the convenience of e-commerce, attracting highly motivated shoppers interested in live commerce.

"WABE BEAUTY DAY" with a total prize of ¥1,000,000 and a call for exhibitors

Beauty and cosmetics products include many elements, such as texture, feel and finish, that are hard to convey fully through text and images alone.

For this reason, it is a category with an especially strong need to understand a product's features in detail and resolve questions and concerns before buying.

Given this strong affinity between beauty products and live commerce, "WABE" will hold "WABE BEAUTY DAY," a special event that colors the entire app with beauty content.

It is also broadly inviting beauty dealers across Japan that handle outstanding salon-exclusive products and carefully selected cosmetics to enter and open a shop in live commerce using "WABE."

  • Name: WABE BEAUTY DAY

  • Period: Monday, August 24, 2026

  • Venue: "WABE," the e-commerce mall app dedicated to live commerce

  • Details: A live-streaming sales event centered on beauty products

What is "WABE," the e-commerce mall app dedicated to live commerce?

WABE app concept

"WABE" is an e-commerce mall app dedicated to live commerce, built on the concept of "Watch, Ask, Buy, Enjoy."

It functions as a live commerce platform connecting sellers (streamers), such as manufacturers, brands and live commerce sellers, with consumers (viewers).

WABE business model

Sellers can introduce and sell products while communicating with consumers in real time through live streaming.

Its mall function, which allows purchases outside of streams, and its social-media-style DM function are also features.

WABE main features

For sellers, it provides features that let them manage everything from order status and customer data to data analysis within "WABE."

WABE features for sellers

About Cellest Inc.

Cellest Inc. is a startup that aims to make live commerce part of the infrastructure. It entered the industry in 2017 and develops and operates "WABE," an e-commerce mall app dedicated to live commerce.

It also runs "Tokibana," a live commerce agency that produces and manages live commerce sellers.

The company announced that live commerce offers a new shopping experience in which customers can check products in real time before buying, solving the problems of conventional online shopping.

It aims to root live commerce culture and realize a society where shopping is more enjoyable and convenient.

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