Japan E-Commerce Association

Introduction Amid rapid transformation in Japan’s digital retail industry, social commerce  and live shopping  have emerged as key engines of growth. The Japanese social commerce market is projected to reach approximately USD 25.3 billion in 2025, growing at an annual rate of about 9.9%, and is expected to expand to USD 38.4 billion by 2030. This article explores the characteristics of social commerce in Japan and highlights concrete recent examples of the live shopping marke

Introduction Japan’s e-commerce market is mature, reaching approximately ¥29 trillion in 2025. While cross-border e-commerce (EC) continues to expand with global brands entering the market, domestic e-commerce growth remains robust. However, success in Japan is not merely a matter of sales channels; it hinges on “Japan-specific localization.” This article clarifies the differences between cross-border and domestic e-commerce and explains why localization strategies are critic

1. Current Status and Growth Trends of Japan’s E-Commerce Market As of 2025, Japan’s e-commerce (EC) market is valued at approximately ¥29 trillion , making it one of Asia’s most mature digital markets. With the growing shift toward mobile shopping, the expansion of cashless payments, and the rise of D2C (direct-to-consumer) brands, competition is intensifying between marketplace-based  and independent store-based  EC platforms. Rakuten Ichiba  continues to grow by leveraging

Introduction Japan’s e-commerce (EC) market is projected to reach approximately 29 trillion yen by 2025 , positioning it among the most mature markets in Asia. As the market expands, legal regulations have become increasingly stringent, requiring businesses to maintain a high level of compliance in consumer protection, data privacy, and tax obligations . This column outlines the key regulatory frameworks governing e-commerce operations in Japan and highlights the latest trend

At the core of Japan’s e-commerce growth lies the rapid rise of D2C (Direct-to-Consumer) brands and the continued expansion of major online marketplaces such as Amazon and Rakuten. By examining concrete success cases, we can uncover how “localization” and “experiential value creation” drive sustainable market growth. 1. Symbolic Success Stories of D2C Growth BASE FOOD (Complete Nutrition Bread and Pasta) BASE FOOD is a D2C brand offering staple foods designed to provide one-

Introduction Japan’s e-commerce market continues to show steady growth, reaching an estimated value of ¥29 trillion (approximately USD 206.8 billion) in 2025 .Behind this expansion lies Japan’s highly advanced logistics infrastructure , particularly the emergence of “smart logistics” —a new generation of logistics innovation that has become the foundation of market competitiveness. Japan is known for having some of the world’s most demanding consumers, expecting same-day deli

Introduction As Japan’s e-commerce (EC) market continues to mature and expand, rising consumer interest in sustainability and tightening environmental regulations have become key challenges for businesses. Among these, packaging  stands out—not only as a core element of the customer experience but also as the frontline of environmental innovation.By 2025, Japan’s e-commerce packaging market is estimated to reach USD 8 billion , and it is projected to grow to USD 13 billion b

Introduction Historically, Japan has been known for its high reliance on cash payments. However, in the 2020s, cashless payment methods have rapidly spread, reaching an estimated 40% of total payments by 2025 . This shift is driven by government policies promoting cashless payments, the increased demand for contactless transactions due to the COVID-19 pandemic, and the rapid adoption of smartphone-based payment solutions. 1. Background of Cashless Payment Adoption In 2018, th

Japan’s Aging Population and the Current State of Senior E-Commerce Japan is a super-aging society, with roughly 30% of its total population aged 65 and older—a phenomenon rarely seen elsewhere in the world. While this might initially seem like a concern for market shrinkage, in reality, it presents growth opportunities in the senior market and new avenues for online shopping. Characteristics of Senior Consumers’ Online Shopping Behavior According to the 2023 Communications U