{
  "slug": "jp-ecommerce",
  "name": "Japan E-commerce",
  "updated": "2026-11-02",
  "page": "https://godofstartups.com/atlas/markets/jp-ecommerce",
  "license": "https://creativecommons.org/licenses/by/4.0/",
  "facts": [
    {
      "metric": "Amazon net sales attributed to Japan (country-focused stores incl. AWS selling entity)",
      "value": "30,688",
      "unit": "USD million",
      "geo": "JP",
      "period": "2025",
      "tier": 1,
      "status": "ready",
      "url": "https://www.sec.gov/Archives/edgar/data/1018724/000101872426000004/amzn-20251231.htm"
    },
    {
      "metric": "Amazon.co.jp referral fee: food & beverages (items over 1,500 JPY)",
      "value": "10.4",
      "unit": "percent of sale",
      "geo": "JP",
      "period": "2026-11",
      "tier": 3,
      "status": "proxy",
      "url": "https://sell.amazon.co.jp/pricing"
    },
    {
      "metric": "Residents using AI or generative AI (often or sometimes), Japan, all ages",
      "value": "25.4",
      "unit": "percent",
      "geo": "JP",
      "period": "2025",
      "tier": 1,
      "status": "ready",
      "url": "https://www.caa.go.jp/policies/policy/consumer_research/white_paper/assets/consumer_research_cms201_260612_34.pdf"
    },
    {
      "metric": "ZOZOTOWN total buyers (members + guest purchases, past 12 months)",
      "value": "13,173,445",
      "unit": "buyers",
      "geo": "JP",
      "period": "FY2025 (Apr 2025-Mar 2026)",
      "tier": 2,
      "status": "proxy",
      "url": "https://corp.zozo.com/en/ir-info/files/docs/9aaa6c6fd1beeb88ceb23c0836f27db0fb8217f9.xlsx"
    },
    {
      "metric": "Annual purchase amount per active member, ZOZOTOWN fashion e-commerce",
      "value": "41,323",
      "unit": "JPY per year",
      "geo": "JP",
      "period": "FY2025 (Apr 2025-Mar 2026)",
      "tier": 2,
      "status": "proxy",
      "url": "https://corp.zozo.com/en/ir-info/files/docs/9aaa6c6fd1beeb88ceb23c0836f27db0fb8217f9.xlsx"
    },
    {
      "metric": "Actual promotion-related expenses (advertising + point incentives), ZOZO",
      "value": "31,270",
      "unit": "JPY million",
      "geo": "JP",
      "period": "FY2025 (Apr 2025-Mar 2026)",
      "tier": 2,
      "status": "proxy",
      "url": "https://corp.zozo.com/en/ir-info/files/docs/9aaa6c6fd1beeb88ceb23c0836f27db0fb8217f9.xlsx"
    },
    {
      "metric": "LY Corporation Commerce Business adjusted EBITDA",
      "value": "42.0",
      "unit": "JPY billion",
      "geo": "JP",
      "period": "FY2026-Q1 (Apr-Jun 2026)",
      "tier": 2,
      "status": "proxy",
      "url": "https://www.lycorp.co.jp/en/ir/news/auto_20260507518939/pdfFile.pdf"
    },
    {
      "metric": "Performance-based (affiliate) internet ad spend, Japan",
      "value": "699",
      "unit": "JPY 100 million",
      "geo": "JP",
      "period": "2025",
      "tier": 2,
      "status": "proxy",
      "url": "https://www.dentsu.co.jp/news/release/2026/0305-011004.html"
    },
    {
      "metric": "SNS chat/DM solicitations that led to a purchase or sign-up, Japan",
      "value": "12.1",
      "unit": "percent",
      "geo": "JP",
      "period": "2025",
      "tier": 1,
      "status": "ready",
      "url": "https://www.caa.go.jp/policies/policy/consumer_research/white_paper/assets/consumer_research_cms201_260612_34.pdf"
    },
    {
      "metric": "Parcel redelivery rate, Tokyo 23 wards dense urban area, 6 major carriers",
      "value": "8.5",
      "unit": "percent",
      "geo": "JP",
      "period": "2026-04",
      "tier": 1,
      "status": "ready",
      "url": "https://www.mlit.go.jp/report/press/tokatsu01_hh_001025.html"
    },
    {
      "metric": "Residents who feel their personal data is over-collected online, Japan",
      "value": "56.1",
      "unit": "percent",
      "geo": "JP",
      "period": "2025",
      "tier": 1,
      "status": "ready",
      "url": "https://www.caa.go.jp/policies/policy/consumer_research/white_paper/assets/consumer_research_cms201_260612_34.pdf"
    },
    {
      "metric": "Parcel redelivery rate reduction from point rewards for unattended delivery (okihai), maximum (intervention okihai_points)",
      "value": "3.1",
      "unit": "percentage points",
      "geo": "JP",
      "period": "2024-10..2025-01",
      "tier": 1,
      "status": "ready",
      "url": "https://www.mlit.go.jp/report/press/content/001968046.pdf"
    },
    {
      "metric": "Online return attempts that failed because of strict return conditions, Japan",
      "value": "15.8",
      "unit": "percent",
      "geo": "JP",
      "period": "2025",
      "tier": 1,
      "status": "ready",
      "url": "https://www.caa.go.jp/policies/policy/consumer_research/white_paper/assets/consumer_research_cms201_260612_34.pdf"
    },
    {
      "metric": "Share of households that ordered online in a month, annual income JPY 6-7M, Japan (income_class 600～700万円)",
      "value": "66.9",
      "unit": "percent",
      "geo": "JP",
      "period": "2025",
      "tier": 1,
      "status": "ready",
      "url": "https://www.e-stat.go.jp/stat-search/file-download?statInfId=000040408046&fileKind=0"
    },
    {
      "metric": "Share of parcels received via non-face-to-face methods (delivery box, okihai drop-off, etc.)",
      "value": "31.0",
      "unit": "percent",
      "geo": "JP",
      "period": "2026-04",
      "tier": 1,
      "status": "ready",
      "url": "https://www.mlit.go.jp/report/press/tokatsu01_hh_001025.html"
    },
    {
      "metric": "Residents aged 70+ solicited to buy via SNS chat/DM in past year, Japan",
      "value": "10.6",
      "unit": "percent",
      "geo": "JP",
      "period": "2025",
      "tier": 1,
      "status": "ready",
      "url": "https://www.caa.go.jp/policies/policy/consumer_research/white_paper/assets/consumer_research_cms201_260612_34.pdf"
    },
    {
      "metric": "Share of men among ZOZOTOWN active members",
      "value": "28",
      "unit": "percent",
      "geo": "JP",
      "period": "2026-Q3 (as of Sep 2026)",
      "tier": 2,
      "status": "proxy",
      "url": "https://corp.zozo.com/en/ir-info/files/pdf/fy2026_2q_en.pdf"
    },
    {
      "metric": "Online shoppers saying personalised ads made desired products easier to find, Japan",
      "value": "47.3",
      "unit": "percent",
      "geo": "JP",
      "period": "2025",
      "tier": 1,
      "status": "ready",
      "url": "https://www.caa.go.jp/policies/policy/consumer_research/white_paper/assets/consumer_research_cms201_260612_34.pdf"
    },
    {
      "metric": "Parcel redelivery rate, 3 major carriers (long-run series)",
      "value": "8.8",
      "unit": "percent",
      "geo": "JP",
      "period": "2026-04",
      "tier": 1,
      "status": "ready",
      "url": "https://www.mlit.go.jp/report/press/tokatsu01_hh_001025.html"
    },
    {
      "metric": "Parcel redelivery rate, urban areas, 6 major carriers",
      "value": "8.5",
      "unit": "percent",
      "geo": "JP",
      "period": "2026-04",
      "tier": 1,
      "status": "ready",
      "url": "https://www.mlit.go.jp/report/press/tokatsu01_hh_001025.html"
    },
    {
      "metric": "Share of US-based merchants among counterparties in cross-border consumer complaints, Japan",
      "value": "30.2",
      "unit": "percent",
      "geo": "JP",
      "period": "FY2025",
      "tier": 1,
      "status": "ready",
      "url": "https://www.kokusen.go.jp/news/data/n-20260805_2.html"
    },
    {
      "metric": "Subscription cancellation trouble: procedure overly complex or multi-step, Japan",
      "value": "45.7",
      "unit": "percent",
      "geo": "JP",
      "period": "2025",
      "tier": 1,
      "status": "ready",
      "url": "https://www.caa.go.jp/policies/policy/consumer_research/white_paper/assets/consumer_research_cms201_260612_34.pdf"
    },
    {
      "metric": "Inquiries from consumer affairs centers to Japan BNPL Association member firms (deferred-payment complaints)",
      "value": "1909",
      "unit": "inquiries",
      "geo": "JP",
      "period": "2025-01..10",
      "tier": 1,
      "status": "ready",
      "url": "https://www.cao.go.jp/consumer/kabusoshiki/payment/doc/011_251212_shiryou1.pdf"
    },
    {
      "metric": "Online shoppers who have wanted to return an item bought online, Japan, all ages",
      "value": "45.1",
      "unit": "percent",
      "geo": "JP",
      "period": "2025",
      "tier": 1,
      "status": "ready",
      "url": "https://www.caa.go.jp/policies/policy/consumer_research/white_paper/assets/consumer_research_cms201_260612_34.pdf"
    }
  ],
  "note": "status: ready = two or more independent sources or an official series; proxy = one source; context = macro background, not a validation figure."
}