Try our corporate solution for free!
(212) 419-8286
hadley.ward@statista.com

B2C e-commerce in Japan - statistics & facts

Business-to-consumer (B2C) e-commerce refers to transactions between businesses and consumers mediated over the internet. The Japanese B2C e-commerce market is characterized by the prevalence of growing online sales to domestic end-consumers and a comparatively smaller digital cross-border market. As consumers value the sophisticated goods and services provided by trusted Japanese brands, the focus lies on the domestic market as a driver for future growth.
However, even though the country is well-known for its fast handling of logistics, customer-oriented services, and efficient solutions tailored to convenience, the implementation rate of online shopping is among the lowest within the Asia-Pacific region. While businesses started to shift to a multi-channel approach to defend their market positions against platform operators offering shopping around the clock, brick-and-mortar stores remain the main point of sales for non-durable goods.

Online marketplaces and stores

The Japanese mail-order market offers a variety of channels to distribute products throughout the country, with online sales replacing catalog orders and teleshopping as a flexible method for distance selling. But businesses are still shying away from building up their virtual brand stores, relying instead on the services of established online marketplaces. The three largest e-commerce sites Rakuten Ichiba, Amazon Japan, and Yahoo! Shopping offer third-party sellers a platform to set up their virtual stores, with the websites reaching millions of shoppers in the country.
The domestic market is led by the Japanese e-commerce and FinTech company Rakuten, Inc., which has been successfully operating its business-to-many (B2M) platforms for several decades. With more than 50 million merchants selling over Rakuten Ichiba, the product range rivals Amazon Japan in variety. Apart from B2C retail, the company operates the consumer-to-consumer (C2C) business Rakuma, competing against its rivals, Yahoo! Auctions and Amazon Marketplace’s second-hand goods sales.

Digital shoppers in Japan

Even though e-commerce is emerging in Japan and consumers are becoming more familiar with online transactions, the majority of household expenditure remains attributable to physical store retail. Among digital buyers, purchases are mainly made on major marketplaces, with direct-to-consumer (D2C) websites falling behind in popularity. Shopping mall formats like the three leading e-commerce platforms are the most popular types of websites, convincing potential customers with their broad selection, free-shipping services, and a variety of payment methods. To cater to a cash-centered society in which the realization of cashless payment is sluggish, online retailers offer konbini payment to consumers avoiding e-money use, a cash-based billing method for online orders settled at counters of convenience stores.
However, following the coronavirus (COVID-19) pandemic and the subsequent declarations of multiple states of emergency within one year, the penetration of digital shopping and electronic payment were driven by the fear of crowds and physical contact at in-store retailers. Consumers reported an increase in visits to online shopping channels, with general retailers recording the highest influx. With e-retailers announcing their plans to improve user interfaces and simplify the shopping experience, online sales are putting pressure on established consumer goods retailers to revisit their market strategies.

Key figures

The most important key figures provide you with a compact summary of the topic of "B2C e-commerce in Japan" and take you straight to the corresponding statistics.

Cashless payment

Mail-order market

Interesting statistics

In the following 5 chapters, you will quickly find the 27 most important statistics relating to "B2C e-commerce in Japan".

B2C e-commerce in Japan

Dossier on the topic

All important statistics are prepared by our experts – available for direct download as PPT & PDF!
TOP SELLER

B2C e-commerce in Japan - statistics & facts

Business-to-consumer (B2C) e-commerce refers to transactions between businesses and consumers mediated over the internet. The Japanese B2C e-commerce market is characterized by the prevalence of growing online sales to domestic end-consumers and a comparatively smaller digital cross-border market. As consumers value the sophisticated goods and services provided by trusted Japanese brands, the focus lies on the domestic market as a driver for future growth.
However, even though the country is well-known for its fast handling of logistics, customer-oriented services, and efficient solutions tailored to convenience, the implementation rate of online shopping is among the lowest within the Asia-Pacific region. While businesses started to shift to a multi-channel approach to defend their market positions against platform operators offering shopping around the clock, brick-and-mortar stores remain the main point of sales for non-durable goods.

Online marketplaces and stores

The Japanese mail-order market offers a variety of channels to distribute products throughout the country, with online sales replacing catalog orders and teleshopping as a flexible method for distance selling. But businesses are still shying away from building up their virtual brand stores, relying instead on the services of established online marketplaces. The three largest e-commerce sites Rakuten Ichiba, Amazon Japan, and Yahoo! Shopping offer third-party sellers a platform to set up their virtual stores, with the websites reaching millions of shoppers in the country.
The domestic market is led by the Japanese e-commerce and FinTech company Rakuten, Inc., which has been successfully operating its business-to-many (B2M) platforms for several decades. With more than 50 million merchants selling over Rakuten Ichiba, the product range rivals Amazon Japan in variety. Apart from B2C retail, the company operates the consumer-to-consumer (C2C) business Rakuma, competing against its rivals, Yahoo! Auctions and Amazon Marketplace’s second-hand goods sales.

Digital shoppers in Japan

Even though e-commerce is emerging in Japan and consumers are becoming more familiar with online transactions, the majority of household expenditure remains attributable to physical store retail. Among digital buyers, purchases are mainly made on major marketplaces, with direct-to-consumer (D2C) websites falling behind in popularity. Shopping mall formats like the three leading e-commerce platforms are the most popular types of websites, convincing potential customers with their broad selection, free-shipping services, and a variety of payment methods. To cater to a cash-centered society in which the realization of cashless payment is sluggish, online retailers offer konbini payment to consumers avoiding e-money use, a cash-based billing method for online orders settled at counters of convenience stores.
However, following the coronavirus (COVID-19) pandemic and the subsequent declarations of multiple states of emergency within one year, the penetration of digital shopping and electronic payment were driven by the fear of crowds and physical contact at in-store retailers. Consumers reported an increase in visits to online shopping channels, with general retailers recording the highest influx. With e-retailers announcing their plans to improve user interfaces and simplify the shopping experience, online sales are putting pressure on established consumer goods retailers to revisit their market strategies.

Interesting statistics

In the following 5 chapters, you will quickly find the 27 most important statistics relating to "B2C e-commerce in Japan".

Contact

Get in touch with us. We are happy to help.
Statista Locations
Contact Hadley Ward
Hadley Ward
Sales Manager– Contact (United States)

Mon - Fri, 9am - 6pm (EST)

Contact Ziyan Zhang
Ziyan Zhang
Customer Relations– Contact (Asia)

Mon - Fri, 11:30am - 10pm (IST)

Contact Kisara Mizuno
Kisara Mizuno
Customer Success Manager– Contact (Asia)

Mon - Fri, 9:30am - 5:30pm (JST)

Contact Lodovica Biagi
Lodovica Biagi
Director of Operations– Contact (Europe)

Mon - Fri, 9:30am - 5pm (GMT)

Contact Catalina Rodriguez
Catalina Rodriguez
Key Account Manager - LAC– Contact (Latin America)

Mon - Fri, 9am - 6pm (EST)