Online retailersThe Japanese e-commerce landscape maintains a highly sophisticated shopping environment with a variety of trusted, domestic online retail sites. Therefore, cross-border e-commerce imports are significantly lower.
The B2C e-commerce market is dominated by domestic online marketplaces , with Rakuten leading the ranking. However, local branches of major international e-commerce companies such as Amazon or Yahoo are greatly contributing to the rising popularity of online shopping among Japanese consumers. In the C2C segment, the mobile re-commerce application Mercari represents a successful business venture competing alongside the flea market and auction platforms of established B2C providers.
The slow shift onlineNon-food products, such as travel services, fashion and beauty goods as well as consumer electronics account for the lion’s share of e-commerce spending in Japan . Since the busy lifestyle of many of the country’s citizens demands efficiency in both professional and private life, online grocery experiences, including smooth, tailor-made door-to-door delivery provided by highly developed distribution channels, are emerging. Large companies such as Aeon, Ito Yokado, and Seiyu are among the most well-known supermarkets offering their services online .
Nonetheless, Japanese consumers are reluctant to fully shift their purchases online. Physical stores remain the preferred procurement channels for daily necessities, in particular for foodstuff .