Japan E-Commerce Market Report and Forecast 2025-2034

Japan E-Commerce Market Size

The Japan e-commerce market reached approximately USD 123.2 billion in 2024. The market is projected to grow at a CAGR of 7.10% between 2025 and 2034, reaching a value of around USD 228.41 billion by 2034.

Japan E-Commerce Market Outlook

• As per industry reports, the average monthly online expenditure per household in Japan is USD 136.

• In Japan, about 45.9% of people purchase goods on the internet.

• In 2023, the population of Japan reached 123,294,513 people, constituting about 1.53% of the global population. The rising population creates a demand for consumer goods, impacting the growth of e-commerce.

Japan E-Commerce Market Growth

Japan is the third-largest economy globally, with a GDP of USD 5 trillion. In 2021, GDP per capita reached 42,927. Japan has the presence of one of the most developed and growing e-commerce markets on a global scale. The added convenience of online shopping, with its 24/7 availability and doorstep delivery, is a key factor in its increased adoption among time-conscious Japanese consumers who value efficiency.

The major products purchased through online channels by Japanese consumers are fashion products, consumer electronics, phones and accessories, baby products, and electronic gadgets. In 2021, the total spending on food and personal care through e-commerce in Japan amounted to USD 25.77 billion, while fashion and beauty, and electronics and physical media amounted to USD 23.93 billion, and USD 18.90 billion, respectively.

Most of the market is divided between Amazon Japan, accounting for 49.6%, and Rakuten, holding 32.4% of the market share. Amazon has over 20 fulfillment centres and its additional Amazon delivery centres ensures smooth and efficient delivery services. Amazon Japan's top-selling items encompass soaps, cosmetics, and luxury umbrellas.

Japan E-Commerce Industry Segmentation

Japan E-Commerce Market Report and Forecast 2025-2034 offers a detailed analysis of the market based on the following segments:

Market Breakup by Type

• Business to Consumer (B2C)

• Business to Business (B2B)

Market Breakup by Industry

• Beauty and Personal Care

• Fashion and Apparel

• Consumer Electronics

• Food and Beverage

• Health and Wellness

• Home Decor

• Household Consumables

• Others

Japan E-Commerce Market Share

The government of Japan has set goals to raise the number of consumers using cashless settlements to 40% by 2025. The goal is part of the country’s “Cashless Vision”, which aims to improve the use of application programming interfaces (API) among credit card companies. The trend of cashless transactions in Japan is further supporting the growth of the e-commerce market in Japan.

Leading Companies in Japan E-Commerce Market

Market players are actively conducting their business activities in accordance with government regulations and competition policy, to ensure transparency in their operations

• Rakuten Group, Inc.

• Yahoo Japan Corporation

• Amazon.com, Inc.

• Apple Inc.

• Mercari, Inc.

• DMM.com  

• ZOZO Co., Ltd

• KDDI/au Commerce & Life, Inc.

• Others

Key Highlights of the Report