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What the numbers say: Amazon was the most popular e-commerce platform for buying daily necessities in Japan, according to survey data collected in February 2023. It was closely followed by domestic competitor Rakuten. There was a large gap in this market segment between the performance of Amazon and Rakuten and that of the other platforms included in the survey. Relevance: Japan is the world's fourth-largest e-commerce market and the leading market for mobile commerce. E-commerce revenue is expected to expand in the country at a compound annual growth rate (CAGR) of 10.3% between 2023 and 2027. As e-commerce becomes more entrenched in the Japanese consumer market, online retailers stand to earn more from shoppers looking for daily necessities. Brands that should care: Third-party online retailers operating in Japan could take advantage of the close competition between Amazon and Rakuten by opening storefronts on both platforms. Japanese manufacturers of daily necessities may benefit from an e-commerce strategy focused on establishing successful businesses on large platforms rather than investing in their own in-house websites. |
