Japan: store types for consumer goods by product 2023

Japanese consumers mostly prefer in-store shopping channels over online purchases when buying consumer goods as revealed in an April 2023 survey. Foodstuff was the category, which was mainly bought in physical stores, whereas only 3.7 percent of respondents stated to buy edibles mainly online and another seven percent making use of both - online and offline shopping.

Preferred purchase channels for consumer goods in Japan as of April 2023, by product category

Characteristic	Bought in stores	Split between in-store and online	Bought online
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Release date

July 2023

More information

Region

Japan

Survey time period

April 2023

Number of respondents

5,000***

Age group

20-79 years

Method of interview

Online panel

Supplementary notes

*Luxury goods include luxury brands, jewelries, and watches.
**Gifts include mid-year and year-end gifts.

***The survey was conducted among 5,000 respondents. This question was directed at the respondents who stated to buy the respective goods and services. Sample sizes were as followed.

Foodstuff: n=4,723
Daily necessities: n=4,601
Luxury goods: n=1,945
Clothing: n=4,590
Cosmetics: n=3,536
Gifts: n=2,758
Travels: n=3,782.

Figures may not add up to 100 percent due rounding by the source.

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