Japan is a country with the third largest GDP in the world after the United States and China. Its huge markets mean that they have a large number of people buying products online every year. In 2016, there were more than 87 million internet users in Japan, 15% more than official figures from 2013.
Since the Japanese market is so valuable, hundreds of e-commerce companies are trying to gain a share of this market by attracting potential customers with their attractive offers and discounts. In 2012, Rakuten had over 77% of all e-commerce sales in Japan, making it one of the most successful e-commerce companies of all time.
Based on forecasts from Euromonitor International, we have estimated the best-selling products in Japan for 2024.
1. Baby Food
Japan has one of the highest fertility rates in the world, but since 2003 even this population has declined. There are fewer babies being born each year and people are having children at older ages. Japan’s huge population decline is due to young people delaying starting families to focus on careers or socialization. This also means there is less demand for baby products, including food, diapers, etc. Thus, the best-selling baby foods are also expected to decline in the coming years.
2. Smartphone
Japan is one of the most technologically advanced countries, which is why it is number 2 in smartphone sales per capita. The country has more than 80 million smartphone users with mobile internet penetration of around 90%. It is estimated that more than 50% of Japanese people use smartphones to access their social media accounts.
3. Office supplies
Even though Japan is very technologically advanced, many businesses still prefer printed materials, including brochures and flyers for marketing purposes. Print advertising often performs better than digital ads because it stays on the scene longer and provides information about products or services that cannot be captured through digital means.
4. Household Electronic Appliances
Household appliances like refrigerators, ovens, etc. are popular among the high-income population in Japan. Although these devices are expensive, they last a very long time and save money on weekly groceries. Home appliance companies like Panasonic and Sharp have been very successful in selling their products online and offline through top e-commerce sites.
5. Skin care products
Skincare is one of the fastest growing industries in Japan with an estimated value of $3 billion by the end of 2018. According to research, women spend almost double that of men when it comes to skin care, which explains why most customers who buy beauty products online are women.
6. Chocolate and cookies
Japan has a sweet tooth and is the second largest consumer of chocolate behind only the United States, making it an ideal place for confectionery brands, including Nestlé and Hershey, to sell their products online. Japan is a land of Kit Kat, Pocky and Pretz, so it’s no surprise that chocolate is on the list of best-selling products in Japan in 2024.
7. Cosmetics
As mentioned earlier, Japanese women tend to be very conscious about their appearance, which is why cosmetics are big business in Japan where beauty rituals have existed for centuries. Cosmetic brands from around the world, including Maybelline from the United States and SK-II from Singapore, are doing extremely well with their online stores in Japan.
8. Lingerie
The lingerie market in Japan is expected to grow by more than 15% by 2020 with an estimated value of $5 billion. Online lingerie sales in Japan have increased as it is easy and convenient for customers to shop from home with just one click of a mouse.
9. Watches
Japan is home to Seiko, one of the most successful watch brands in the world. According to estimates from Euromonitor International, watches are expected to be worth $6 billion by 2020, which will increase further if online shopping gains momentum.
10. Maternity Clothes
Maternity clothing is a growing business estimated to be worth more than $2 billion in 2022 thanks to more young women delaying pregnancy for their careers. Companies like Uniqlo have targeted millennials by introducing new clothing lines for pregnant women ensuring that they remain fashionable throughout their pregnancy.
11. Coffee
Japan is one of the most important markets for coffee, where young people are at the forefront of this trend. According to Euromonitor International, coffee sales in Japan are expected to grow by more than 8% by 2020, making it an ideal time for coffee brands like Starbucks and Lavazza to invest in startup e-commerce stores in the country. Japan. The popularity of coffee is boosting coffee shop sales and expanding the coffee shop marketing industry .
12. Alcoholic drinks
Alcohol, including beer, whiskey and sake, has existed in Japan since the 16th century, so it’s no surprise that alcoholic beverages today represent $2 billion markets with growing demand among millennials who prefer cocktails to traditional shots. Asahi Breweries, Kirin Beer and Yoshinoya Foods Co Ltd are leading alcoholic beverage producers who all operate top e-commerce sites catering to Japan’s growing appetite for alcoholic beverages.
13. Organic Foods
Organic food is one of the fastest growing industries in Japan with lucrative deals for e-commerce companies like Amazon and Alibaba. According to the Organic Food Center, Japan’s organic food industry was worth $2 billion in 2015, which is expected to grow further due to the growing number of health-conscious consumers.
14. Snacks
Snacks are not only popular among children but also adults who prefer to munch on healthy treats while watching their favorite TV series on streaming sites like Netflix. Japan’s snack market is expected to grow by more than 6% by 2020, making it the perfect time for snack makers like Calbee Inc and Ezaki Glico Co Ltd – the owner of the Pocky brand – to launch new e-commerce stores selling DIY kits so more people can mix and match their favorite flavors.
Conclusion:
Japan is one of the most advanced and developed e-commerce markets in Asia, with few brands already selling their products online. While traditional Japanese stores will never die, new startups like Amazon will continue to sign wholesale deals with Japanese sellers looking for more opportunities beyond their home market. The e-commerce industry in Japan may still be relatively small, but it has great potential when considering the number of successful e-commerce companies operating in neighboring countries like China and South Korea.
Although it may be difficult for global brands to enter this market due to regulatory issues and language barriers, digital entrepreneurship can open up many opportunities for foreign entrepreneurs who speak at least some Japanese and understand the cultural aspects of business in Japan. The same goes if you are planning to launch your own e-commerce store in Japan, you may want to consider shipping certain products thus using the USPS Global Shipping program offered by the United States Postal Service. Sellers can choose between domestic and international shipping services while having access to an online tracking system allowing them to provide accurate delivery times to their Japanese customers.
