JAPAN

Japanese eCommerce is a growing alternative to traditional retail. Between 2015 and 2018, it experienced an almost 30% growth in the share of retail distribution and made up 6.2% of total sales in 2018. eCommerce has almost doubled its share of total consumer spending since 2012.

1

Brief

2

Key Players

3

Highlights

Brief

Japan is one of the largest eCommerce markets in the world, and Japan is the third largest eCommerce market by revenue, behind China and the U.S. The eCommerce B2C market in Japan in 2020 at US$ 180 billion, with Japan’s internet penetration at 83.4%. 

Japanese consumers are conscientious of value and demand style and high-quality products. Canadian businesses must understand market trends and adapt to local tastes regarding product appearance and online presence.

Key Players

Rakuten, Amazon Japan, and Yahoo! Shopping are the major eCommerce platforms. 

Rakuten Japan Catalystx Global E-commerce International Trade.jpeg
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Mitsukoshi Isetan Japan Catalystx Global E-commerce International Trade.jpeg
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Maruetsu Japan Catalystx Global E-commerce International Trade.jpeg
Kinokuniya Japan Catalystx Global-E-commerce International Trade.jpeg

Highlights

  • Between 2015 and 2018, the eCommerce channel experienced an almost 30% growth in the share of retail distribution and made up 6.2% of total sales in 2018.

  • eCommerce has almost doubled its share of total consumer spending since 2012.

  • Data collected in 2019 shows average spending of US$ 154 being purchased per household per month.

  • Sales of goods account for 63.5% of eCommerce expenditure in Japan, led by clothing and food and beverage sales.

  • Services account for 23% of eCommerce expenditure in Japan, led by travel. Food and beverage services also have high potential, including delivery service, online reservations, and rating systems.

 

  • Digital services account for 12.8% of eCommerce expenditure in Japan, led by online gaming, followed by eBooks. This increasing use of smartphones for eCommerce purchases drives demand for online gaming, e-books, and other digital sales.

  • About 66% of consumers who purchased online charged the costs to their credit or debit cards.