Introducing the EC site rankings in Japan and around the world!
In the domestic ranking, we introduce No. 1 to No. 30, and in the global ranking, we introduce the United States, China, South Korea, and Taiwan.
If you are a company developing an EC business or are planning to start an online store, please take a look at this page until the end.
How is the EC Market Size and EC Conversion Rate Changing?
There is an image that online shopping demand is steadily increasing, such as EC malls such as Amazon and Rakuten Ichiba, and mail-order sites that sell directly from manufacturers and brands.
Do you know the actual size of the EC market and what percentage of each sector is accounted for by EC sales?
The following explanation is based on data from the “Market Survey on Electronic Commerce” report compiled by the Ministry of Economy, Trade, and Industry (METI).
We can see that the market has been expanding steadily since 2010. But what about the EC conversion rate?
The latest data is showing 6.76%. So while the BtoC-EC market in Japan is still small, there is still room for growth.
Now let’s look at the BtoC-EC market further by field.
A. Product sales field
9.299 trillion yen
(EC rate 6.22%)
10.05 trillion yen
(EC rate 6.76%)
B. Service field
6.647 trillion yen
7.167 trillion yen
C. Digital field
2.038 trillion yen
2.142 trillion yen
17.984 trillion yen
19.36 trillion yen
The largest portion of the EC market is in the apparel industry (1,910.0 billion yen), with an EC ratio of 13.87%.
This is followed by “Food, beverages, alcoholic beverages“ at 1.82 trillion yen and “Household appliances, audio/visual equipment, PCs and peripherals, etc.” at 1.82 trillion yen.
However, although the market size is not as large as the above three sectors, the most advanced sector in terms of the EC rate is “office supplies and stationery,” at 41.75%.
Furthermore, “books, video/music software” accounted for 34.18%, and “household appliances, AV equipment, PCs/peripherals, etc.” accounted for 32.75%.
It is also important to note thatCtoC-EC is expanding as a recent trend in the EC market. These include person-to-person transactions such as Mercari and Rakuma.
In 2019, the market size was 1.740 trillion yen, an increase of 9.5% from the previous year.
Top 5 Sales Rankings of Domestic EC Malls
When shopping online, many people use e-commerce malls where they can search for products from multiple shops and brands at once.
Below we introduce the top 5 domestic e-commerce malls in order of distribution value. The market size of each company is calculated based on the total amount of distribution for the year 2019, based on the figures announced in the financial statements of each company.
Click here to read our top 30 EC sites.
First at the top of the list is Rakuten Ichiba, the pioneer of e-commerce sales in Japan.
The key feature of Rakuten Ichiba is the linkage of the group’s services, such as Rakuten Card, Rakuten Travel, and Rakuten Mobile. The combination of these services, which are offered in a variety of fields, has enabled Rakuten Ichiba to successfully retain its customers as Rakuten users in a comprehensive manner.
In particular, Rakuten Points, which can be accumulated through the use of each service, are key. Of course, a high percentage of the points can be redeemed for purchases on Rakuten Ichiba, and the accumulated points can be used to purchase products.
Another feature at Rakuten Ichiba is the introduction of the free shipping line, which offers free shipping for purchases of 3,980 yen. This was a measure to improve usability and attract more customers, but it was controversial because of the backlash from some of the stores that opened.
In addition, Rakuten Ichiba also includes the total distribution amount of flea market apps and Rakuma, which are linked services. Therefore, if you compare only the sales at the mall, it is thought that Amazon Japan will be better off.
What is the Global Market Size of Cross-Border EC Sites?
The demand for EC is growing all over the world, and the size of the market is expanding rapidly. By global standards, it can be said that Japan has not yet progressed to the point where it can be considered an EC country.
In particular, cross-border e-commerce, which sells products and services to customers outside of their own country through e-commerce channels, is booming these days.
The following table shows the scale of the cross-border EC market in Japan, the U.S., and China.
As seen from the data, the purchase amount from China increased by 7.9% from the previous year to 1,655.8 billion yen. Purchases from the United States increased 16.3% year-on-year to 2,094 billion yen.
Due to the high quality of Japanese products, the demand for inbound consumption has been high. If each company focuses on cross-border e-commerce in the future, there may be a chance to further expand sales.
Cross-border EC purchase amount
317.5 billion yen
1.557 trillion yen
3.665 trillion yen
We introduced the trends and rankings of the domestic and overseas EC markets. If you are an EC operator, we hope that EC operators will find this information useful.