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Report: eCommerce in Japan - "How it works" Guidelines

About the Report 

Japan is the 4th largest e-commerce market globally with a vast number of its population being internet users. In 2020, the e-commerce market was 192 million JPY, with the merchandising sector having a large expansion due to the Covid-19 pandemic, and 24% of businesses sold online in Japan. In addition, Internet penetration is estimated at 92% of the population, creating a significant market opportunity for e-commerce operators.

Japanese consumers have been using online shopping more frequently in their daily lives, due to the Covid-19 pandemic; the restrictions and lack of access to in person retail shop, and the development and expansion of new technologies, making it easier to rely on e-commerce. Therefore, there are opportunities for foreign companies to enter the Japanese market through e-commerce.

This report will focus on the main platforms of e-commerce in Japan which are Amazon Japan, Rakuten Ichiba and Shopify. It presents the information necessary to do business on those platforms, the procedure, and the logistics.

About the Authors

This report has been produced by Risako TABATA (University of Konstanz) and Albane VIRAIZE (University Toulouse 1 Capitole).

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