Japan is the world’s third largest economy, and the second largest e-commerce market in Asia and the fourth largest in the world. The population in 2020 was 125.8 million, and e-commerce sales in 2021 reached US$112 billion, with foreign trade accounting for 36.8% of GDP. Japan’s Internet penetration rate is as high as 93%, and 82% of Japanese are online shoppers. Japan has a high network coverage rate, and mobile shopping has become the mainstream. Most Japanese consumers choose to shop on Amazon’s e-commerce platform, and a small number will search on other platforms such as Google. The main payment methods for online shopping in Japan are credit cards and online banking. Currently, online shopping with mobile phones has become the mainstream.
Consumption characteristics: Due to the serious aging of Japan, the number of elderly consumers has increased significantly compared with other countries. 58% of the elderly (over 55 years old) have online shopping behavior, and the main reason for choosing online shopping is convenience. Due to aging, 87% of Japanese consumers are willing to pay higher prices for products with longer service life. Japan is a major electronics country. Electronic 3C, computer peripherals, small appliances and storage products are very popular. Toys, DY products, food and personal care, and fashion products are also popular. Japan has high requirements for product details, so sellers must pay special attention to quality. At the same time, affected by the season and weather conditions, there will be more rain boots, raincoats, and disaster prevention supplies. Japan is keen on Western festivals, and there is a great demand for festival products.