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8 key facts about japan e commerce feb 2016

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We cover topics like total Japan retail e-commerce sales vs the US, China, UK, Germany from 2014 - 2018; similar comparison for Japan digital travel sales; the total number of digital buyers in Japan and their demographics, spend per digital buyer in Japan, top product categories in Japan, amazon, rakuten, yahoo jp,

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8 key facts about japan e commerce feb 2016

  1. 1. 8 key facts about Japan e-commerce www.chandlernguyen.com 2016
  2. 2. 1. Japan is the number fourth market in the world in terms of retail e-commerce sales (with China holding the number one spot) Retaile-commercesales(Billions) $0 $400 $800 $1,200 $1,600 JP US UK China Germany 82.6 1,568.4 132 482 122.6 68.9 911.2 110 385 100.3 2014 2015 2016 2017 2018 Source: eMarketer 2015 data Note: Retail e-commerce sales includes products or services ordered using the internet via any device, regardless of the method of payment or fulfilment; excludes travel and event tickets; converted at the exchange rate of US$1=JPY105.855
  3. 3. 2. Japan is the number fifth market in the world in terms of digital travel sales, with the US being number one market and China being 2nd Digitaltravelsales(Billions) $0.00 $50.00 $100.00 $150.00 $200.00 JP US UK CN DE $33.7 $113.8 $45.3 $198.2 $32.5 $31.6 $81.7 $39.8 $180.6 $28.7 2014 2015 2016 2017 2018 Source: eMarketer 2015 data Note: Digital travel sales includes leisure and unmanaged business travel sales booked via any device; converted at the exchange rate of US$1=JPY105.855
  4. 4. 3. JP has 76.9M digital buyers (69% of the total population) in 2015, second highest penetration globally, higher than the US (65%), Germany (66%) and China (36.6%), lower than the UK (75%) Digitalbuyeras%ofTotalpopulation 0.0% 18.3% 36.5% 54.8% 73.0% JPDigitalBuyers(inMillions) 0.0 20.3 40.5 60.8 81.0 2014 2015 2016 2017 2018 Digital buyers Digital buyers (% of population) 72.2%71.4%70.3%69.0% 67.3% 80.379.578.376.974.9 67.3% 69.0% 70.3% 71.4% 72.2% Source: eMarketer 2015 data Note: Digital buyer: ages 14+; internet users who have made at least one purchase via any digital channel during the calendar year, including desktop/laptop, mobile and tablet purchases
  5. 5. 4. Spend per digital buyer (including both retail e- commerce and digital travel sales) in JP is significantly lower than buyers in the US and China Annualspendperdigitalbuyer(retail&travel) $0 $1,000 $2,000 $3,000 $4,000 2014 2015 2016 2017 2018 $3,022 $2,539 $2,121 $1,762 $1,406 $3,556 $3,345 $3,158 $2,960 $2,723 $1,930 $1,786 $1,646 $1,511 $1,379 JP US CN Note: I combined both retail e-commerce sales and digital travel sales to get the total e-commerce sales per market, then divided that by the number of digital buyers to get spend per digital buyer in each market. Source: eMarketer 2015 data
  6. 6. 5. Food/beverages/alcohol/books/CD/DVD are the top product categories purchased digitally by digital buyer in Japan in 2015
  7. 7. 6. 80% of digital buyers in Japan bought on Amazon JP in 2015, following by Rakuten and Yahoo JP shopping
  8. 8. 7. Compared to many other countries in APAC, JP internet users still heavily use desktop to research and purchase online vs. smartphone or tablet
  9. 9. 8. While credit card is the leading payment method used for digital purchase in JP (53%), direct debit through internet/mobile banking ranks second at 14%
  10. 10. Appendix
  11. 11. Majority of digital buyers in JP bought from local sites in 2015, with only 14% digital buyers made at least one purchase from a foreign site a year

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