Consumer electronics and small electrical appliances are most popular in the Japanese e-commerce market!

Japan is one of the most developed e-commerce markets in the world and ranks second in Asia after China. Japan has relatively mature e-commerce conditions: high Internet and broadband penetration, a high proportion of online shoppers, and high per capita online spending.

In the past five years, the high penetration rate of mobile phones and the Internet in Japan , as well as the continuous strengthening of consumer online transactions, have enabled the Japanese e-commerce market to achieve sustained growth. An e-commerce analysis company under GlobalData released an analysis showing that from 2020 to 2024, Japan's e-commerce sales are expected to grow at a compound annual growth rate (CAGR) of 7.5%, reaching US$263.5 billion in 2024.  

According to a survey released by the research organization Statista, as of January 2020, the top three most popular product categories in Japan's major e-commerce sectors were: aviation and hotel-related travel products ( 22%), food and beverage (18%), and electrical appliances ( 12%) .

According to a report by Retail X , more than 70% of Japanese consumers said that in addition to supporting local brands, they also like to see and buy foreign brand products online.

In terms of product categories, electronic consumer products are still the mainstream products in Japan's e-commerce market. Due to the impact of the epidemic, the Japanese government encourages residents to work from home and people spend more time at home. During this period, Japan's home appliance market grew rapidly and shipments hit a record high.

According to Japan Times, during the 2020 epidemic, Japan's home appliance shipments reached a 24-year high . Many Japanese people will also spend the 100,000 yen cash issued by the government on home appliances .

The shipment volume of kitchen appliances such as air purifiers , electric kettles, toasters and electric stoves has also increased significantly. Small household appliances have always been popular e-commerce products among the Japanese people.

With the opening of intelligence, smart homes and smart offices have also driven the demand for consumer electronics in the Japanese market. In Japan's entire electronics and electrical industry, consumer electronics account for 48.6% of the market share, and middle- and high-income people are the main consumer groups.

The rapid growth of Japan's e-commerce market, the surge in sales of home appliances, and the impact of the current epidemic will also affect the consumption behavior of the Japanese people . Sellers can plan the export of related products according to their own circumstances and seize market opportunities!

Japanese e-commerce market