*Luxury goods include high-brand goods, jewelry, watches, etc. **Gifts include mid-year and year-end gifts.
***The survey was conducted among 5,000 respondents. This question was directed at the respondents who stated to buy the respective goods and services. Sample sizes were as followed.
Food (fresh, processed, ready meals): n=4,597
Food (luxury foods): n=4,092
Non-alcoholic beverages: n=4,424
Alcoholic beverages: n=3,453
Daily necessities: n=4,597
Undergarments and socks: n=4,568
Luxury goods: n=2,153
Other clothing: n=4,514
Cosmetics: n=3,453
Gifts: n=2,871
Travels: n=3,817
Figures may not add up to 100 percent due to rounding by the source.
Citation formats
Preferred store types for consumers goods in Japan 2024, by category
Japanese consumers mostly prefer in-store shopping channels over online purchases when buying consumer goods as revealed in an April 2024 survey. Foodstuff was the category, which was mainly bought in physical stores, whereas only *** percent of respondents stated to buy ordinary edibles mainly online. The share of online shoppers was slightly higher for luxury food items.
Profit from the additional features of your individual account
Currently, you are using a shared account. To use individual functions (e.g., mark statistics as favourites, set
statistic alerts) please log in with your personal account.
If you are an admin, please authenticate by logging in again.
Learn more about how ÌÇÐÄÆƽâ°æ can support your business.
Deloitte. (July 30, 2024). Preferred purchase channels for consumer goods in Japan as of April 2024, by product category [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 26, 2026, from /statistics/1184698/japan-consumer-goods-purchase-channel-by-category/
Deloitte. "Preferred purchase channels for consumer goods in Japan as of April 2024, by product category." Chart. July 30, 2024. ÌÇÐÄÆƽâ°æ. Accessed July 26, 2026. /statistics/1184698/japan-consumer-goods-purchase-channel-by-category/
Deloitte. (2024). Preferred purchase channels for consumer goods in Japan as of April 2024, by product category. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 26, 2026. /statistics/1184698/japan-consumer-goods-purchase-channel-by-category/
Deloitte. "Preferred Purchase Channels for Consumer Goods in Japan as of April 2024, by Product Category." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 30 Jul 2024, /statistics/1184698/japan-consumer-goods-purchase-channel-by-category/
Deloitte, Preferred purchase channels for consumer goods in Japan as of April 2024, by product category ÌÇÐÄÆƽâ°æ, /statistics/1184698/japan-consumer-goods-purchase-channel-by-category/ (last visited July 26, 2026)
Preferred purchase channels for consumer goods in Japan as of April 2024, by product category [Graph], Deloitte, July 30, 2024. [Online]. Available: /statistics/1184698/japan-consumer-goods-purchase-channel-by-category/
