Japan is not only one of the world’s largest e-commerce markets, but one of the fastest growing, too. The country’s attractiveness for global online retailers derives from its highly developed economy, primarily urban population, and single language culture. Easy delivery and convenience are provided by a strong service-oriented business philosophy in combination with Japan’s
small country size and highly developed distribution channels. While the Japanese e-commerce landscape
is dominated by domestic online stores, such as Rakuten or Kakaku, local branches of major international e-commerce retailers like Amazon or Yahoo are greatly contributing to the rising popularity of online shopping among Japanese consumers.
According to the Statista Digital Market Outlook, the most popular items to buy online are toys, DIY and hobby related products, with consumer spending reaching over 22 billion U.S. dollars in 2017. The lion’s share of online purchases in Japan falls under the categories of leisure related products, electronics, and household items. However, growth rates suggest that food and personal care online purchases, as well as travel related e-commerce, will become more common among Japanese consumers, maximizing convenience in all aspects of everyday life.