The growing legion of TV shoppers in Japan has turned the relatively new market into a 110 billion yen colossus.
And while it currently accounts for only a small slice of the pie in the nation's mail order industry, sales are continuing to grow, according to analysts.
Major TV shopping company Prime Network Inc. has seen strong sales of its popular Abtronic abdominal exerciser. The firm, based in Nagoya, has reportedly sold more than 1 million of the devices since it began selling them in October.