According to Euromonitor International’s Economies and Consumers annual data, the possession rate of smartphones within total households in Japan exceeded that of personal computers from 2018. In addition, while smartphone possession continues to rise, reaching a large proportion of households in 2021, the possession of personal computers remains lower, and stable.
With more and more people using smartphones for their online purchases, e-commerce players are making efforts to change their interfaces or strategies to make the consumer shopping experience easier through smartphones. For example, one of the leading team purchase model e-commerce players, Sharemall, released its smartphone app in 2021 for easier access from smartphones.
According to Euromonitor International’s Economies and Consumers annual data, LINE continues to be the leading social messaging app in Japan, with 75 million active monthly users in 2020. In the review period, LINE evolved into a more complete app, rather than just a messaging app, including various platforms and services, such as payment, delivery, shopping, e-comic books, news/weather reports, etc.
In the review period, social media was a key factor for mobile e-commerce growth. It is still fresh in the memory that Instagram included a shopping function in Japan from 2018, letting social media platforms become part of the mobile e-commerce system.
As mobile e-commerce becomes more of a norm, e-commerce players are introducing new shopping experiences using the functions of smartphones, especially the camera function. In March 2021, online platform provider ZOZO Inc introduced ZOZO Cosme, which is a new beauty and personal care specialised online platform, as an addition to its core business ZOZOTOWN, which is a fashion-focused e-commerce site.
With the increasing push from various parties to introduce smartphone apps and new functions, consumers are overwhelmed with information, app releases and new functions. With various apps installed in their smartphones, it is often expected that more sales will be generated from these apps.
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Understand the latest market trends and future growth opportunities for the Mobile E-Commerce (Goods) industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Mobile E-Commerce (Goods) industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Mobile Internet Retailing includes sales through mobile devices such as smartphones and tablets. Please note that these sales are also included in the Internet Retailing Channel. Mobile Internet Retailing is also known as m-commerce.
See All of Our DefinitionsThis report originates from Passport, our Mobile E-Commerce (Goods) research and analysis database.
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