No.3996
Reward Points Services Market in Japan: Key Research Findings 2025
Domestic Reward Points Services Market Surpassing 2.8 Trillion Yen in FY2024, Expected to Expand to 3.4 Trillion Yen by FY2029
Yano Research Institute (the President, Takashi Mizukoshi) carried out a survey on the domestic reward points services market, and found out the current status, the trends of market players, and future perspectives.
Market Overview
The domestic reward points services market is sized at 2,812,500 million yen in FY2024, based on the total value of reward points issued.
Market growth has been driven by the expansion of reward point programs alongside the rapid adoption of cashless payments, particularly credit cards and code payment. This trend has accelerated the accumulation of reward points across consumer transactions.
Consumer behavior has also fueled growth. As inflation pushed up overall prices, "poi-katsu"—the practice of strategically maximizing reward point earnings—gained popularity across a wide range of demographics, prompting more consumers to actively pursue points and increasing point issuance.
On the supply side, both the number and diversity of businesses offering reward programs have expanded significantly, particularly among stores and services where consumers shop on a daily basis. Shared reward platforms have expanded their merchant networks, while house points have extended beyond retail into sectors such as railways, financial services, and manufacturing.
Noteworthy Topics
Advancements in Multiple Point Systems and Combined Offerings of Shared Reward Programs and House Points
One notable trend is the spread of multiple point systems, in which merchants participate in more than one shared reward platform, as well as double point program that allows customers to earn both house points and shared reward points from a single purchase. These initiatives enhance customer convenience and strengthen loyalty, thereby giving merchants a competitive advantage.
Shared reward platforms view this development as an opportunity to more effectively utilize customer data, tailoring its use according to the merchants’ industries or specific marketing objectives. Rather than competing with each other, the two programs serve complementary roles: shared reward programs help attract new customers by encouraging store switching, while house points foster repeat purchases through direct engagement with customers.
Moreover, access to multiple sources of customer data enables businesses to analyze consumer behavior from different perspectives. As a result, shared reward platforms expect the two systems to coexist, with combined offerings of shared reward programs and house points continuing going forward.
Future Outlook
Against the backdrop of the continued penetration of cashless payments and the expansion of services related to reward point programs, the total value of reward points issued is forecasted to grow steadily to 3.4 trillion yen by FY2029.
As cashless payment usage continues to expand in Japan, transactions via credit cards and code payments are projected to increase, underpinning further growth in purchase-related reward point issuance.
In particular, credit card companies are increasingly introducing point programs that offer higher reward rates for payments made at designated merchants. As a result, the total value of reward points issued through credit card transaction is projected to rise significantly.
Furthermore, as point programs are adopted by sectors and business types that have not previously participated in shared reward platforms or offered house points, the overall market is expected to continue expanding hereafter.
Research Outline
2.Research Object： Shared reward point service providers, operators of point service program websites, point exchange service providers, and reward points solution providers
3.Research Methogology： Face-to-face interviews (including online interviews) by our expert researchers, survey via email and telephone, and literature research
What is the Reward Points Services Market?
In this research, the reward points services market targets to the points and mileages issued by specific companies/organizations or corporate groups to customers as rewards for making purchases of their products or services. The market size of reward points services is calculated by totaling the value of reward points issued by private companies.
The total value of reward points issued includes (1) proprietary points and mileages specific to that merchant (house points), (2) points as incentives for using specific payment option (credit cards, electronic money, code payment), and (3) shared reward points earned by customers across member stores and services (points from a third-party shared platform, such as Rakuten points, d POINTS, Ponta, and V-Points).
＜Products and Services in the Market＞
Loyalty program points (house points), shared reward points, mileages, loyalty program point websites, reward points exchange services, reward points related solutions
Published Report
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