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Social commerce in Japan: The role of social media in shopping

ÌÇÐÄÆƽâ°æ spotlight report on social commerce in Japan

Social commerce enables online shoppers to discover, research, and purchase consumer goods and services on social media without having to leave the platform. The subset of e-commerce is emerging worldwide, and Japanese consumers are engaging with the first few shopping features available in their market. While social commerce offers businesses new opportunities to connect with consumers and grow online sales, the native features released in the Japanese market are only starting to build a foundation for social media as a shopping channel.

This ÌÇÐÄÆƽâ°æ report delves into the emerging social commerce market in Japan. The realization of social platforms as a distinct shopping channel is faced with challenges originating from consumer preferences and the online infrastructure. The report puts a spotlight on the role of social media in shopping by exploring three key questions surrounding consumers' social media usage and shopping habits, and the current state of related platforms.

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Table of contents

The three key questions explored in this report include:

  1. What role does social media play in the shopping process?
  2. How does social media perform as a shopping channel?
  3. How does the online infrastructure promote social commerce?

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