Online Retailing Market in Japan: Key Research Findings 2020

Yano Research Institute (the President, Takashi Mizukoshi) carried out a survey on the domestic online retailing market (mainly product sales) and found out the market trends by category of products/services, and the trends of market players.

Summary of Research Findings

The domestic B2C ecommerce market size in 2019 is estimated as 10,036 billion yen by Yano Research Institute based on “Results of the E-Commerce Market Survey Compiled” announced by METI by May 2019.

When observing the sales at online retailers, Amazon Japan keeps being the sole winner, overwhelming others by continuing the double-digit growth for the sales in 2019. Other than Amazon Japan, those online retailers ranked high are Yodobashi Camera, ZOZO, LOHACO (operated by ASKUL Corporation), and Bic Camera. All these companies except for ZOZO deal in miscellaneous products, indicating many consumers enjoy the convenience for shopping various items at one stop.

Noteworthy Topics

Progress in Solving Issues of Home Delivery Services

COVID-19 pandemics have changed the people’s lives. Since avoidance of contact with each other is the best preventive way, importance of online retailing in that it prevents human intervention has increased since March 2020 when the infections have started being covered in the media. Before then, the home delivery business had the significant social problem of overwork stemming from labor shortage, which led to take various measures especially for reducing redelivery. The measures such as to place parcels at a specified location such as at the entranceway, or to use a specific locker for allowing clients to receive parcels anytime 24 hours a day have been effective in changing the home delivery business to save labor without human intervention. The measure of placing parcels at a specific location has security concerns, but is likely to expand after testing operations. These changes increase the usefulness of online shopping, which prosper the online retailing furthermore.  

Research Outline

1.Research Period: April to June, 2020
2.Research Object: Online retailers
3.Research Methogology: Face-to-face interviews (including online interviews) by the expert researchers, surveys via telephone, and literature research

What is the Online Retailing Market

The online retailing market in this research refers to ecommerce targeting general consumers (i.e., B2C), mainly dealing in the following three categories, sales of goods, services, and digital-related (streaming, etc.). This research quoted the METI data for the market size, but the market size for sales of goods for 2019 is estimated by Yano Research Institute.

<Products and Services in the Market>

Food, beverages/liquor, domestic electric appliances, Audio visual equipment, PC and peripheral devices, books, images and music software, cosmetic products, medicines, Living appliances, furniture, interior, clothing and accessories (including sporting goods), automobiles, motorcycles and parts, office supplies, stationery goods, etc.

Published Report

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