Online cross-border retail market in Japan 2024| ��ƽ��

Cross-border e-commerce market size in Japan with the United States and China from fiscal year 2016 to 2024 (in billion Japanese yen)

Characteristic	Market size in billion Japanese yen
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Release date

August 2025

More information

Region

Japan

Survey time period

fiscal years 2016 to 2024; the Japanese fiscal year runs from April 1of the stated year to March 31 of the following year

Special properties

products purchased from Chinese and U.S. online retailers only

Supplementary notes

Data prior to 2024 come from previous reports.
100 Japanese yen equal 0.68 U.S. dollars or 0.58 euros as of September 2025.
Values have been rounded.

Citation formats

In fiscal year 2024, the cross-border e-commerce market in Japan with the United States and China was valued at around *** billion Japanese yen. The two trade partners were the main markets for cross-border business-to-consumer (B2C) transactions from Japan.
In contrast, the domestic B2C e-commerce market was valued at over ** trillion yen.

Where do Japanese order?

Major Chinese and American e-commerce platforms such as Alibaba and Amazon are heading the cross-border market. Although the online trade with overseas market showed continuous growth in the past years, domestic trade takes precedence. Untransparent order processes and return policies, as well as the risk of counterfeits, are troubles making shoppers hesitate to order from overseas. Several thousand cases of troubles with cross-border retail are reported annually to the Cross-border Consumer Center Japan, which offers consultations and help to consumers encountering trouble in this e-commerce segment.

What do Japanese order?

Despite the high internet penetration rate and a large variety of purchase options in Japan, consumers are reluctant to shift all transactions to the online market. While leisure products and services, such as books, and electronics, were popular consumer goods purchased online, food and daily necessities remained the strongholds of store-based and multichannel retail strategies.