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Online shopping behavior in Japan

Statistics report on the online shopping behavior in Japan

This statistics report provides an overview on digital shopping behavior in Japan. Focusing on the spending behavior on business-to-consumer (B2C) online retail and consumer-to-consumer (C2C) e-commerce, the report presents statistics on device, platform, and online payment usage. It further contains data on popular products bought online, purchase decision factors, as well as aspects-related to customer satisfaction.

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Table of contents

Overview

5
  • Premium Statistic B2C online retail market size in Japan 2015-2024
  • Premium Statistic Cross-border online retail market size in Japan FY 2016-2024
  • Premium Statistic Online C2C market size in Japan FY 2016-2024
  • Premium Statistic E-commerce penetration ratio in households in Japan 2015-2025
  • Premium Statistic Average monthly household expenditure on online purchases in Japan 2015-2024

Device usage

4
  • Premium Statistic Share of mobile users shopping online on PCs in Japan 2015-2024
  • Premium Statistic Quarterly cart abandonment rate on computers in Japan Q1 2024-Q1 2026
  • Premium Statistic Share of mobile users shopping on mobile devices in Japan 2018-2025
  • Premium Statistic Quarterly cart abandonment rate on mobile devices in Japan Q1 2024-Q1 2026

Platform usage

5
  • Premium Statistic Frequency of online shopping in Japan 2025
  • Premium Statistic Share of online retail shopping users in Japan 2024, by age
  • Premium Statistic Preferred online retailers in Japan 2025
  • Premium Statistic Main factors in choosing online marketplaces in Japan 2025
  • Premium Statistic Share of online auction and flea market app users in Japan 2024, by age

Shopping categories

5
  • Premium Statistic Products online shoppers have purchased in Japan 2025
  • Premium Statistic Average monthly household expenditure on online purchases in Japan 2024, by product
  • Premium Statistic Most common products acquired through Amazon in Japan 2024
  • Premium Statistic Most common products acquired through Rakuten Ichiba in Japan 2024
  • Premium Statistic Share of digital content shoppers in Japan Q3 2024, by category

Purchase decision

3
  • Premium Statistic Incentives to motivate online purchases in Japan Q2 2025
  • Premium Statistic Major factors influencing online shopping behavior in Japan 2024
  • Premium Statistic Share of online shoppers influenced by reviews in Japan 2024

Customer satisfaction

3
  • Premium Statistic Main reasons for buying online in Japan 2024
  • Premium Statistic Online shopper's actions when receiving a wrong product in Japan 2024
  • Premium Statistic Impact of payment methods on cart abandonment behavior in Japan 2025, by gender

Online payment

4
  • Premium Statistic E-money transaction volume in Japan 2015-2024
  • Premium Statistic Leading payment methods among Japanese online buyers 2025
  • Premium Statistic Online banking usage among digital buyers in Japan 2024, by age group
  • Premium Statistic Convenience store payment usage among digital buyers in Japan 2024, by age group
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