Japanese B2C E-Commerce market: More than one quarter of Japan’s Internet users have a Rakuten user account

Press Release   •   Feb 19, 2013 13:08 GMT

The Japan B2C E-Commerce market is forecast to report a CAGR increase of revenues in lower double digit growth margins during the period 2012 to 2016. The Japanese are increasingly using mobile phones to shop online and M-Commerce accounted for one quarter of total E-Commerce sales in 2012. A new report analysis the share of E-Commerce on total retail sales, Internet user and Internet shopper statistics and features the largest E-Commerce retail players in the B2C online retail sector in Japan.

The increased penetration of M-Commerce in Japan is forecast to drive growth in overall E-Commerce revenues during the period 2012 to 2016. Interestingly, individuals are expected to spend more per online transaction which is forecast to drive stronger growth in revenue market value rather than the number of Internet user buying goods online in Japan.

The share of Internet users buying online is 50% which is a relatively high ratio. The clothing and food sector represents the most popular product categories within the Japan B2C E-Commerce market.

The largest and most successful player in Japan's B2C E-Commerce market is Rakuten, followed by Amazon Japan and the fashion online shop Nissen. In 2012, more than three quarters of all Internet users had a user account with Rakuten which is testament to the dominating position the company has in Japan's B2C E-Commerce sector.
In October 2012, Amazon Japan launched a pick-up option for orders from FamilyMart stores for its customers. New entrants in Japan's B2C E-Commerce market were US retailers GAP and Ralph Lauren, establishing online shops in October 2012.

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