The e-commerce market in Japan: a dazzling development
The e-commerce market in Japan is booming. In 10 years, its size has more than doubled, from 11,166 billion yen (70 billion €) in 2013 to 22,745 billion yen (141 billion €) in 2023. This figure represents an average annual growth of 9.9%.
This development is mainly due to the increase in the number of Japanese Internet users. The Internet penetration rate in Japan is now 90%, making it one of the most connected countries in the world.
The rise of the smartphone has also played a significant role in the development of e-commerce in Japan. By 2023, 68.3% of Japanese people use the Internet via their smartphones, which is an increase of 13.3 percentage points compared to 2013.
Japanese people are also becoming increasingly comfortable with online shopping. In 2023, 75.4% of Japanese people made at least one online purchase in the past 12 months, an increase of 12.1 percentage points from 2013.
The most dynamic sectors
The e-commerce market in Japan is particularly dynamic in certain sectors. The electronics sector is the largest, with a turnover of 7,000 billion yen in 2023. The clothing and accessories sector is also very important, with a turnover of 3,000 billion yen.
The food and beverage sector is also booming. In 2023, the turnover of food e-commerce in Japan reached 1.8 trillion yen. This growth is due to the increase in the urban population, which is more inclined to shop online.
The outlook
The e-commerce market in Japan is expected to continue to grow in the coming years. According to projections by the Ministry of Economy, Trade and Industry, e-commerce sales in Japan are expected to reach 30 trillion yen by 2025.
This development is driven by several factors, including:
The continued increase in the number of Japanese Internet users
The continued rise of the smartphone
Improving delivery infrastructure
The e-commerce market in Japan is therefore a very dynamic market, which offers numerous opportunities to businesses.
TOP 10 e-commerce sites in Japan
Amazon Japan is by far the leader in terms of sales . In second place are electronics store websites (Yodobashi Camera, Yamada Holdings, Bic camera,…). Only two websites, ZOZO and UNIQLO, appear in the clothing ranking.
NOTE: RAKUTEN is not included in this ranking due to its extensive online operations. Indeed, Rakuten not only offers a vast marketplace of products in all areas, but also a wide variety of services: mobile payments, online banking, insurance, online travel booking, music streaming, video streaming, job offers, e-books, etc.
Site | Sales amount | |
1 | 3.210 billion yen | |
2 | 210 billion yen | |
3 | 183 billion yen | |
4 | 150 billion yen | |
5 | 143 billion yen | |
6 | 131 billion yen | |
7 | 115 billion yen | |
8 | 91 billion yen | |
9 | 85 billion yen | |
10 | 75 billion yen |
Amazon Japan: the leader in e-commerce in Japan
Amazon Japan is the market leader in e-commerce in Japan. In 2023, the site generated sales of over 3,000 billion yen, or around 20 billion euros. This figure represents a market share of 15%, far ahead of Yodobashi Camera, which occupies second place with a 1% market share.
Amazon Japan's popularity can be attributed to several factors, including:
A wide range of products: Amazon Japan offers a wide range of products, from books and clothing to electronics and food products. This diversity allows customers to find everything they are looking for on one site.
Fast delivery: Amazon Japan offers fast delivery, with delivery times of 1 to 2 business days for most products. This speed of delivery is a major asset for the site, which thus meets the expectations of Japanese consumers, who are accustomed to fast delivery.
Quality private label products: Amazon Japan also develops private label products, which offer good value for money. These products, such as Amazon Basics products, are very popular among Japanese consumers.
User-friendly interface: Amazon Japan's interface is very user-friendly and easy to use. Customers can easily find the products they are looking for, thanks to a simple and efficient search.
Related services: Amazon Japan also offers related services, such as Prime Video and Music. These services, which are included in the Amazon Prime membership, are very popular among Japanese consumers.
Amazon Japan continues to expand in Japan. The site is investing in new services and products, in order to meet the expectations of Japanese consumers.
Yodobashi Camera: the second largest e-commerce player in Japan
Yodobashi Camera is a major electronics retailer in Japan. In 2023, Yodobashi Camera's e-commerce site generated sales of 210 billion yen, or approximately €13 billion. This figure represents a market share of 1%, making Yodobashi Camera the second largest e-commerce retailer in Japan, behind Amazon Japan.
Yodobashi Camera offers a wide range of products, from household appliances to electronics, clothing, food and daily necessities. This diversity allows customers to find everything they are looking for on one site.
ZOZO: the leader in e-commerce clothing in Japan
ZOZO is a clothing e-commerce site in Japan. With over 7,000 brands on offer, ZOZO is the largest fashion-focused marketplace in Japan. It primarily targets a fashion-forward audience, and over 8 million people shop on ZOZO each year.
In 2023, ZOZO achieved sales of 183.4 billion yen, an increase of 10.4% over the previous year. This growth was driven by several factors, including:
A very wide range of products: ZOZO offers a very wide range of products, from clothing for men, women and children to accessories, shoes and jewelry. This diversity allows customers to find everything they are looking for on a single site.
Intuitive shopping experience: ZOZO implements a number of attempts to facilitate the purchase of clothing products via EC. For example, ZOZOMAT and ZOZOGLASS allow you to publish coordination photos, compare sizes with purchased products, and find the perfect shoes and glasses.
Effective Marketing Strategy: ZOZO uses an effective marketing strategy to reach its target. The site offers high-value coupons that appear frequently and randomly, which increases users' desire to purchase.
Yamada Denki: A major electronics retailer investing in e-commerce
Yamada Holdings is a major electronics retailer in Japan. In 2023, Yamada Holdings' e-commerce site achieved sales of 150.5 billion yen, an increase of 4.4% from the previous year. This growth was driven by several factors, including:
Effective Marketing Strategy: Yamada Holdings uses an effective marketing strategy to reach its target audience. The site features sale items, point redemption campaigns, and rich visuals that make it easy for users to feel the benefits of the products.
Fast and convenient delivery: Yamada Holdings offers fast and convenient delivery, even for bulky items. Products can be delivered the same day or the next day, which is extremely convenient for customers.
An OMO (Online Merge Offline) strategy : Yamada Holdings is investing in an OMO strategy, which combines e-commerce and physical stores. The site offers services such as picking up products purchased from e-commerce stores, common membership cards for e-commerce and stores, and accepting renovation consultations on the official website.
Bic Camera: A major electronics retailer that bets on OMO
Bic Camera is a major electronics retailer in Japan. In 2023, Bic Camera's e-commerce site generated sales of 143.4 billion yen. This growth was driven by several factors, including:
An OMO strategy: Bic Camera relies on an OMO strategy, which combines e-commerce and physical stores. The site offers services such as picking up products purchased in stores, membership cards common to e-commerce and stores, and accepting renovation consultations on the official website.
Intuitive Shopping Experience: Bic Camera focuses on intuitive shopping experience. The site provides a comparison table with similar products on each product page, which makes it easy for customers to understand the features of the products and choose them without having to contact customer service.
Fast and convenient delivery: Bic Camera offers fast and convenient delivery, even for bulky items. Products can be delivered the same day or the next day, which is extremely convenient for customers.
UNIQLO Japan: the leader in clothing e-commerce
In 2023, UNIQLO Japan's e-commerce site achieved sales of 130.9 billion yen (approximately €800 million), the highest among clothing brand sites in Japan. This growth was driven by several factors, including:
A wide range of products: UNIQLO offers a wide range of products, from men's, women's and children's clothing to accessories, shoes and jewelry. This diversity allows customers to find everything they are looking for on a single site.
Intuitive shopping experience: UNIQLO's website is very user-friendly and easy to use. Customers can easily find the products they are looking for, thanks to a simple and efficient search.
An OMO strategy: UNIQLO is a pioneer in integrating e-commerce and physical stores. The site offers services such as in-store pickup of e-commerce-only products, UNIQLO Pay, a unique payment method, and live commerce.
An effective marketing strategy: UNIQLO invests heavily in marketing. The site offers regular promotional campaigns, as well as partnerships with influencers.
Oisix: the leader in food e-commerce in Japan
Oisix is an online grocery shopping site that achieved revenue of 115.1 billion yen in 2023. It is the only food site to rank among the top 10 e-commerce sites in Japan.
Oisix has experienced rapid growth in recent years, thanks to several factors, including:
A diverse range of food products: Oisix offers a very diverse range of food products, from fresh to frozen products, including organic and local products. This allows customers to find everything they need to prepare healthy and balanced meals.
An intuitive shopping experience: The Oisix website is very user-friendly and easy to use. Customers can easily find the products they are looking for, thanks to a simple and efficient search.
An effective marketing strategy: Oisix invests heavily in marketing. The site offers regular promotional campaigns, as well as partnerships with influencers.
Nitori Holdings: Solid e-commerce growth thanks to OMO strategy and innovative products
In 2023, the e-commerce site of Nitori Holdings, a home goods retailer, achieved sales of 91.1 billion yen , an increase of more than 28% from the previous year. This growth was driven by several factors, including:
An OMO strategy: Nitori Holdings has implemented an OMO strategy, which combines e-commerce and physical stores. The site offers services such as picking up products purchased online in stores, common membership cards for e-commerce and stores, and the Nitori mobile app.
Innovative products: Nitori Holdings offers innovative products that meet the needs of Japanese consumers. For example, the site offers coordinated interiors, special items that match the season and social origin, and products sold exclusively through e-commerce.
Intuitive shopping experience: Nitori Holdings website is very user-friendly and easy to use. Customers can easily find the products they are looking for, thanks to a simple and efficient search.
Japanet Takata: Solid e-commerce growth thanks to an omnichannel strategy and a video shopping experience
In 2023, Japanet Takata's e-commerce site, an electronics and home appliance retailer, achieved sales of 84.6 billion yen , an increase of more than 20% from the previous year. This growth was driven by several factors, including:
An omnichannel strategy: Japanet Takata has implemented an omnichannel strategy, which combines e-commerce and TV programs. The site offers services such as picking up products purchased online in stores, membership cards common to e-commerce and stores, and the Japanet Takata mobile application.
A video shopping experience: Japanet Takata's website is characterized by the full use of videos. On the product page, customers can watch the product introduction like a TV program. The images of each product introduction are easy to understand and the prices are easy to see, so people of all generations can shop comfortably.
Joshin Denki: Moderate e-commerce growth thanks to a loyalty and content strategy
In 2023, the e-commerce site of Joshin Denki, a major electronics retailer, achieved sales of 75.5 billion yen, a decrease of 0.4% from the previous year. The decrease was due to competition from Amazon Japan, which is the leader in the e-commerce market in Japan.
However, Joshin Denki has implemented several strategies to differentiate itself from its competitors and maintain its e-commerce growth.
A loyalty strategy: Joshin Denki offers a membership program based on the number of days of purchase and the amount of purchase that is common to EC and stores. This program, which allows you to benefit from benefits based on your membership rank, is supposed to promote customer loyalty.
Informative content: Joshin Denki publishes detailed review articles written by sellers, which are related to the consumption of household appliances purchased via e-commerce. This informative content has become a medium for many people who want to learn more about the products they are considering purchasing.
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