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  • Kristie Wong

    Kristie Wong

    Marketing Specialist

    Contributor. Currently based in Tokyo. A third culture kid from Australia, Hong Kong and San Francisco. Lover of social technology and pop culture, and always excited for a good brand story.

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  • Jul 17, 2014


[INFOGRAPHIC] Selling in Japan: 6 Characteristics of Japanese E-Commerce

Japan is home to one of the largest and most mature e-commerce markets in the world, with over 73 million people shopping online and an e-commerce penetration of 97%. Mobile e-commerce is particularly significant and growing as 20% of all Japanese e-commerce revenue in 2012 came from mobile devices, totaling USD 12.8 billion in value.

Overall e-commerce sales is projected to continue rising in the coming years, and among popular online shopping platforms, Rakuten leads the race with around 30% of the total market share. 

An interesting observation made by merchants selling on the Rakuten platform is that the points system employed on many Japanese e-commerce websites leads consumers to behave in an interesting way.

Some customers will try the products — such as clothing — in the physical stores, but even if they like the product, they will not make the purchase in that situation. Instead, they will go online later on to buy the product on shopping platforms like Rakuten in order to earn points for other purchases.

In our infographic below, we illustrate six interesting characteristics of Japanese e-commerce that overseas merchants need to be aware of. You have the opportunity to explore further about Japan’s e-commerce landscape in our upcoming free webinar on Japanese e-commerce platforms, where you can find out why your strategy in Japan is or isn’t working.


Infographic by: btrax

Photo by: infocux Technologies



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