Items frequently purchased online during COVID-19 pandemic in Japan 2020, by gender

According to a survey conducted by Rakuten Insight in Japan in May 2020, 28 percent of female respondents and 21 percent of male respondents stated that they purchased more food and groceries online during the COVID-19 pandemic. In contrast, only two percent of male respondents claimed to order cosmetic or beauty products online more frequently. For female respondents, the products they least likely bought more frequently were furniture and alcohol at 3 percent, respectively.
As the Japanese government asked citizens to practice self-restraint and remain at home following the global outbreak of the coronavirus pandemic, online retail emerged as a popular alternative to in-store retail.

Main products frequently purchased online during the coronavirus (COVID-19) pandemic in Japan as of May 2020, by gender

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In cooperation with
Rakuten Insight
Release date

June 2020



Survey time period

May 7 to 30, 2020

Number of respondents


Age group

16 years and older

Special properties

multiple responses possible

Method of interview

Online survey

Supplementary notes

*274 female and 424 male respondents

Original question: "What products did you purchase more frequently online/ on e-commerce sites during the COVID-19 pandemic, compared to before the pandemic?"

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