Ecommerce Facts & Figures of Japan

Introduction to Japan

Japan is a parliamentary government with a constitutional monarchy in Asia. It has a population of 127.0 million people and its capital is Tokyo. The official language is Japanese and widely spoken foreign languages are Korean and Chinese. Japan has a GDP of $4,998 trillion USD, which represents a GDP per capita of $39,303 USD in 2018.


  • 127.0 million people
  • GDP of $4,998 trillion USD
  • 2.9% unemployed


Ecommerce in Japan

In 2018, the Japanese B2C ecommerce turnover grew by 10% to $122 billion USD. Japan had an E-shopper population of 87 million people. The average spending per eShopper was $156 USD in 2018.


B2C Ecommerce Turnover $122 billion USD
B2C Ecommerce growth 10%
E-GDP 2,45%
Number of eShoppers 87 million
Most popular payment method Credit & Debit Cards

Tips for ecommerce in Japan

Brand name, quality and product features have traditionally been considered the most important aspects when making a purchasing decision. As economic conditions have become more difficult, price has become an increasingly important consideration for Japanese consumers.

Customer service aspects, such as technical explanations and adherence to delivery dates, are important elements in a sale.

While Japanese consumers have been rather reluctant to buy foreign products in the past, they have become progressively more open to them over time. Japanese consumers are highly diverse in their interests and tastes, which range from traditional needs to more westernized desires.

The physical packaging of products should be of high quality, with the product meticulously presented. A product’s instructions for use should be included and highly detailed.

In case of foreign entrepreneurs (not having an presence in Japan), it is exempted from consumption tax obligation in a Taxable Period if its taxable sales in the Base Period for the Taxable Period are equal to or less than 10 million yen, since it will not pay any salary to resident employees in Japan.

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Research intern
Ecommerce Foundation Contributions: 14
CHE Contributions: 24


  • Isabela Fávero
    Research intern
    Ecommerce Foundation
    Contributions: 14
  • Naomi Mostert
    Contributions: 24