Webinar 54: E-Commerce in Japan

10-11-15 to 10-11-15 | 10:30 h - 11:30h GMT +1

What are the peculiarities and trends of e-commerce in Japan? What are the (service) expectations of Japanese consumers and who are the dominating players on the market?

Due to the high diffusion rate of (mobile) internet and an extraordinary interest in new technical opportunities, shopping online has become part of everyday life in Japan. Although many Japanese consumers had been reluctant in the initial phase of e-commerce, sales volumes of the whole sector as well as spending per capita are steadily increasing. There are different consumer groups with specific preferences, like the groups of the elderly and low-income earners, but they all share their expectations regarding website design, delivery time, payment methods, special offers for gift giving seasons, customer service and overall quality. E-commerce in Japan is partly dominated by three big players that are well known outside Japan, but also by several smaller Japanese shops. Thus, setting up a successful online business in Japan is a complex interplay of paying attention to Japanese characteristics and regulations as well as to the actions of the main actors on the market.

This webinar is targeted at EU companies seeking to enter the Japanese online market by selling goods and/or services via internet in Japan. It is also meant for individuals who are interested in particularities of Japanese online consumer behaviour and in main players which are doing well and those which failed.      

What you will learn during this webinar?

In 40 minutes from your desk, discover how to:

  • find important information on and regulations for export to and sale in Japan     
  • participate in Japan’s online retailing business by addressing promising target groups   
  • consider Japanese consumer characteristics when setting up an online business in Japan
  • evaluate main actors (competitors) of the Japanese e-commerce sector
  • avoid mistakes that have been done by other companies before   


  • Introduction
  • Expert’s presentation
  • Q&A Session
  • Conclusion

Speaker: Stephanie KREBS - Mercator School of Management, University of Duisberg-Essen
Organiser: EU-Japan Centre for Industrial Cooperation - Brussels Office