Exploring the Top 5 Japanese E-commerce Marketplaces in 2025

Last updated on November 27, 2024

Japan’s e-commerce market might not grab headlines like China’s or South Korea’s, but make no mistake — it’s a heavyweight, and it’s coming in fast. By the end of 2024, revenue is projected to hit a cool 27 trillion yen (about US$177 billion), according to Japan’s Ministry of Economy, Trade, and Industry. That makes Japan the 3rd-largest player in Asia-Pacific and 5th worldwide, right up there with China, the U.S., the U.K., and South Korea. Not bad for a country that could fit into the U.S. about 30 times over, right?

Since the pandemic, online shopping in Japan has gone from “nice to have” to “can’t live without.” And the numbers prove it: Japan’s e-commerce sales rocketed up 43.5% from 2017 to 2022, handily outpacing traditional retail. Japan’s total B2C e-commerce market has now hit a hefty 24.8 trillion yen (about US$166.6 billion) up by 9.23% from just last year.

And as for crossborder e-commerce? It’s a small slice, sure— just 3.4% of total e-commerce in 2022. But it’s picking up steam, driven by Japan’s relatively low import duties (5–10%, if you’re curious) and a fondness for luxury goods from abroad. Still, Japanese shoppers prefer to shop local, with 96.6% of e-commerce revenue staying on domestic platforms.

So, if you’ve got your sights on Japan for 2025, here’s your cheat sheet to the top Japanese e-commerce marketplaces that should be on your radar.

Overview:

Top 5 Japanese e-commerce marketplaces in 2025:

You know how Amazon seems to have us all hooked? Well, Japan’s got the same addiction. With a whopping 692.96 million monthly visitors in August 2024, Amazon Japan (アマゾンジャパン) is the digital equivalent of every person in the country browsing at least 5 times a month. And get this: 1 in every 3 yen spent online ends up in Amazon Japan’s pocket. They’ve become the default setting for online shopping, one click at a time.

What’s their edge? They’ve nailed the basics:

Lightning-fast shipping: Imagine if they hired Doraemon himself to zip orders straight to your door. In 2023, they splashed out 1.2 trillion yen (US$8 billion) to supercharge their delivery network.
Competitive prices: With a steady stream of deals and discounts, they keep shoppers coming back for more.
A website that works: User-friendly and hassle-free — a smooth shopping experience tailored for Japanese consumer.

But there’s more. Prime Video has been a game-changer, boosting Japan Prime memberships through the roof. With 19.7 million monthly active users in 2024, it’s leaving Netflix (sitting at 7.5 million) in the dust.

Interestingly, Amazon Japan operates entirely independently from its Western counterpart, everything is fine-tuned for the local market. If you’re eyeing Japan’s e-commerce arena, Amazon Japan is the heavyweight you can’t afford to ignore.

Next on the lineup is Rakuten Ichiba (楽天市場), Japan’s very own e-commerce titan. We’re talking over ¥6 trillion (US$49.2 billion) in annual gross merchandise sales in 2024 and a whopping 494.8 million visitors each month. But Rakuten isn’t just about e-commerce — it’s an entire ecosystem. They’re everywhere, from mobile tech and healthcare to life insurance. With nearly 90% of Japanese internet users register on Rakuten, that’s some serious reach.

Their secret weapon? Points. Loads and loads of points.

They’ve gamified loyalty like no other. Buy a book? Get points. Book a flight? More points. Points, points, points — it’s practically its own currency. With partnerships like Lawson convenience stores, even your snack runs earn you Rakuten points to spend online.

With over 55,000 merchants on board, Rakuten is like a virtual shopping mall the size of Tokyo. For brands, this means:

Access to a massive, loyal customer base: People who are invested —literally — in the Rakuten ecosystem.
Integrated services: From travel to finance, opening doors for cross-promotion you didn’t even know existed.
Brand recognition: Being on Rakuten gives you instant credibility with Japanese consumers.

Remember Yahoo? In most places, it’s a relic from the dial-up era. But in Japan? Yahoo’s doing more than hanging on — it’s thriving.

Yahoo! JAPAN Shopping (Yahoo!ショッピング) reels in 118.2 million monthly visitors. After joining forces with PayPay Mall in 2022, they’ve transformed into an e-commerce powerhouse, boasting 2.3 trillion yen (about US$14.8 billion) in GMV in 2024. And let’s not forget, they’re backed by SoftBank, giving them a connection to 45 million mobile subscribers.

This rebooted Yahoo! JAPAN Shopping blends PayPay Mall’s sleek design and curated stores with Yahoo! JAPAN Shopping’s massive user base and the benefits of the popular PayPay digital wallet. It’s a serious recipe for success.

Their secret weapon?

They’ve captured Japan’s older, cash-ready shoppers who love instant rewards. Customers can snag up to 5% back in instant PayPay points — a perk that’s hard to pass up.

For brands eyeing this platform, here’s what’s on the table:

Smooth integration with PayPay: Making transactions as easy as a breeze.
Access to a large, engaged audience: Especially if your products resonate with the mature market.
Cross-promotion within the SoftBank universe: Expanding your reach beyond the ordinary.

Next up is ZOZOTOWN. Imagine this: over 9,000 brands and more than a million items all under one digital roof. In 2024, ZOZOTOWN brought in 427.1 billion yen (US$2.8 billion), making it the holy grail for style-hungry shoppers, especially among the younger, budget-conscious crowd.

Some Japanese brands even admit that two-thirds of their sales come from ZOZOTOWN alone. Their physical stores? They’ve practically become just fitting rooms and showrooms.

But here’s the trade-off: ZOZOTOWN charges a chunky 30% commission. Pricey? Sure. But for brands, the payoff is access to the largest pool of young, trend-conscious shoppers in Japan. Plus, ZOZOTOWN handles all the fiddly details that make online shopping a breeze, from product photography and precise measurements to customer service and order fulfilment.

For brands thinking of joining ZOZOTOWN, here’s what’s in it for you:

Direct access to Japan’s young fashion-savvy crowd: it draws over 28 million visitors per month.
Top-notch services: ZOZOTOWN takes care of everything, freeing brands to focus on design and production.
Unparalleled brand visibility: ZOZOTOWN is where Japan’s fashion conversation happens, plain and simple.

And finally, we come to au PAY Market (au PAY マーケット), formerly known as “Wowma!” — the e-commerce arm of KDDI, one of Japan’s top 3 mobile carriers and the force behind the au brand. They might keep their sales numbers under wraps, but insiders peg them at around 315.5 billion yen (about US$2.1 billion) in 2023. Not too shabby for a platform that doesn’t always make the Western radar.

So what’s their secret? Integration, integration, integration.

au PAY Market owes a lot of its growth to being tightly knit with KDDI’s mobile and payment services. Think of it as a one-stop shop where loyal au Pay customers roam between online and offline, stacking up rewards with every purchase. They’ve built a pretty loyal fanbase, too, thanks to a slick rewards program and integration across other au Pay services. Shoppers can even register products bought elsewhere on au PAY Market, keeping all their purchases handy in one digital spot.

For brands, it’s all about:

Tapping into KDDI’s network of loyal mobile subscribers: When your customers are also your phone plan subscribers, loyalty is practically baked in.
Integration with au PAY’s extensive network: Reaching both digital and brick-and-mortar shoppers.
A strong loyalty program: au PAY points keep customers in the ecosystem, with a steady stream of repeat buyers.

How Western Brands Can Win in Japan’s E-commerce Market

For Western global brands eyeing Japan, e-commerce is a strategy. Japanese consumers now move seamlessly between digital and physical shopping, making concepts like “O2O” (online-to-offline) and omnichannel essentials, not just buzzwords. Success means understanding how consumers navigate from online browsing to in-store purchases and back again.

Japanese shoppers, famously picky, come with a spectrum of habits and preferences. From the tech-savvy youth to the mature market, understanding Japanese consumer behaviour and key consumer segments is essential. The pandemic may have sent them online for a while, but now they’re back, blending the best of both worlds — showrooming in-store, buying online, picking up at the counter, and trying out every online-to-offline combo in between. For Western brands, this means thinking beyond simply getting products on a digital shelf.

At WPIC, we’re here to help you navigate Japan’s e-commerce landscape with data-driven insights, local know-how, and digital tools tailored for this market. From fine-tuning your presence on Japan’s top marketplaces to crafting loyalty programs that resonate or blending e-commerce with in-store experiences, we provide the guidance and support to make your Japan strategy a winner.

Ready to leave your mark on Japan’s e-commerce scene? Let’s talk.

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Exploring the Top 5 Japanese E-commerce Marketplaces in 2025

Overview:

Top 5 Japanese e-commerce marketplaces in 2025:

Amazon Japan: The Heavyweight Champion

Rakuten Ichiba: The Homegrown Hero

Yahoo! JAPAN Shopping: The Comeback Story

ZOZOTOWN: The Fashion Kingpin

au PAY Market: The Mobile Mogul

How Western Brands Can Win in Japan’s E-commerce Market

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