Size and Growth Trends by Category in Japan's E-Commerce Market
- あゆみ 佐藤
- 4 days ago
- 3 min read
Japan’s e-commerce market continues to expand in both consumer (BtoC) and business (BtoB) segments.Understanding category-level market size and growth trends is essential for developing effective market entry and product strategies.
1. Major Categories in the BtoC E-Commerce Market
The BtoC-EC market reached ¥26.1 trillion in FY2024 (+5.1% YoY).The following are the five core merchandise categories and their performance indicators.
Category | Market Size (¥ Trillion) | Growth Rate | EC Penetration Rate (%) | YoY Change (pt) |
Food, Beverages & Alcohol | 3.12 | +6.36% | 4.52% | +0.27 |
Home Appliances / AV / PCs | 2.74 | +2.26% | 43.03% | +2.26 |
Apparel & Accessories | 2.80 | +4.74% | 23.38% | +1.17 |
Household Goods / Furniture / Interior | 2.56 | +3.62% | 32.58% | +1.52 |
Books / Video / Music | 1.87 | -0.84% | 56.45% | +0.80 |
1.1 Food, Beverages & Alcohol
The category reached ¥3.12 trillion (+6.36%), showing the highest growth among major segments.While EC penetration remains low (approx. 4.5%) due to freshness and logistics challenges, expansion of cold-chain distribution and subscription-based delivery models is expected to drive further growth.
1.2 Home Appliances / AV / PCs
The market reached ¥2.74 trillion (+2.26%) with a high EC penetration rate of 43%.Online purchasing behavior is well-established, and detailed product information, review integration, and warranty support are key differentiators.
1.3 Apparel & Accessories
The market recorded ¥2.80 trillion (+4.74%), supported by the spread of AR try-on features and free-return services that reduce purchase uncertainty.
1.4 Household Goods / Furniture / Interior
The category grew to ¥2.56 trillion (+3.62%).Growth is supported by heavy-item delivery, installation support, and virtual room simulation services.
1.5 Books / Video / Music
Although the category decreased slightly to ¥1.87 trillion, EC penetration reached 56.5%, influenced by the shift toward digital media consumption.
2. Service and Digital Content Categories
2.1 Service E-Commerce
Service-related e-commerce reached ¥8.2 trillion (+9.43%), driven by:
Online travel reservations
Food delivery services
Ticketing and booking for offline activities
User behavior has shifted toward pre-booking and cashless settlement.
2.2 Digital Content
The digital content category shows a steady transition.Growth is led by video and music streaming subscription platforms, while some online game segments have stabilized.
3. CtoC E-Commerce Market
The CtoC-EC market reached ¥2.53 trillion (+1.82%), supported by:
Flea-market apps and reuse marketplaces
User review systems and secure transaction frameworks, which maintain trust in person-to-person exchanges.
4. BtoB E-Commerce Market Trends
The BtoB-EC market reached ¥514.4 trillion (+10.6%), supported by:
Online procurement platforms
ERP and purchasing system integration
Expansion of SaaS-based operational tools
Demand is increasing for:
Cloud-based purchasing management
AI-assisted ordering
Centralized supplier networks
5. Key Drivers of Category Growth
Logistics advancements: cold-chain networks, installation assistance, scheduled delivery
Digital purchase experience: AR/VR try-on, virtual interior design
Payment flexibility: credit card, e-money, QR, BNPL options
Marketing evolution: recommendation engines, live commerce, influencer engagement
Subscription models: growth in food, cosmetics, and everyday goods
Policy support: SME digitalization and cross-border EC initiatives
6. Strategic Insights for Overseas Manufacturers
Strategic Focus | Recommended Action |
Focus on high-growth, high-penetration segments | Appliances / Components / SaaS |
Reduce market entry barriers | Partner with local logistics, payment, and marketing providers |
Adapt product/service design to Japan | Offer installation support, warranty guarantees, subscription plans |
Use technology to differentiate | AR/VR try-on, AI analytics, predictive inventory tools |
Build a phased market entry approach | Begin with cross-border EC, then expand to domestic EC |
7. Outlook
Future market development will be influenced by:
Sustainable and reuse-oriented product cycles
AI-enabled personalization and automated ordering
Live commerce, interactive streaming
Virtual environments and metaverse-based try-on experiences
Japan’s EC market presents different maturity stages and barriers across categories. By aligning product strengths with category-specific demand characteristics, overseas companies can establish sustained and scalable growth.
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