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Market brief

Japan

A ¥27.6 trillion online consumer market, where e-commerce is still under 10% of goods sales.

Japan’s business-to-consumer e-commerce reached ¥27.56 trillion in 2025, yet online sales were only 9.80% of all goods sales. Japanese sellers also reach buyers abroad: METI estimates consumers in China bought ¥2.76 trillion online from Japan in 2025.

Peacroft does not currently operate in Japan. This brief summarises public sources to start a conversation. It is not investment, legal or tax advice.

Tokyo
Location of Japan. Map: Natural Earth (public domain), simplified.

Digital indicators

Online commerce

  • Goods sold online reached ¥15.82 trillion in 2025, up 3.97% on 2024. Services and digital content make up the rest of the ¥27.56 trillion total.1
  • Cross-border: METI estimates consumers in China bought ¥2.76 trillion and consumers in the United States ¥1.65 trillion online from Japanese businesses in 2025.1
  • Since 17 August 2025, Indonesian visitors can pay with QRIS at merchants in Japan that accept JPQR.4
  • More than 90% of goods sales still happen outside e-commerce, so much of the market has yet to move online.1

Opportunities

  • Japanese products already sell abroad at scale. Businesses elsewhere in Asia can look at sourcing, distribution or partnerships around that flow.1
  • Nearly every adult has an account (98.5%), so digital payment is a normal expectation.3

Challenges

  • A mature, competitive market. Plan for Japanese-language product information, customer service and returns from day one.
  • With most goods still sold offline, online-only plans need realistic expectations.1

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Sources

  1. FY2025 market survey on electronic commerce (令和7年度 電子商取引に関する市場調査)(opens in a new tab)Ministry of Economy, Trade and Industry (METI), Japan · Published 21 October 2026 · Accessed 14 November 2026
  2. Individuals using the Internet (% of population)(opens in a new tab)World Bank, World Development Indicators (data from ITU) · Published 11 November 2026 · Accessed 14 November 2026
  3. Account ownership (% age 15+)(opens in a new tab)World Bank, Global Findex Database 2025 · Published 2025 · Accessed 14 November 2026
  4. QRIS can now be used in Japan (press release)(opens in a new tab)Bank Indonesia · Published 17 August 2025 · Accessed 14 November 2026

Sources checked: