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1. Japan B2C E-Commerce Report 2010
April 2010
Provided by
RESEARCH ON INTERNATIONAL MARKETS
We deliver the facts – you make the decisions
April 2010
Publication Date
April 2010
Language
English
Format
PDF & PowerPoint
Number of Pages/Charts
41
Covered Countries
Japan
Price
€1,450 (excl. VAT)
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2. Japan B2C E-Commerce Report 2010
Key Findings
Covering Trends, Sales, Shares, Products, Users/Shoppers and Players
• In Japan, Internet users grew by +18% from 58 million in September 2008 to 68 million in September 2009
(second highest growth in Asia).
• Compared to a slow economic recovery, online shopping in Japan grew by +22% between September 2008
and September 2009.
• Factors for online sales growth are Japan‘s broadband Internet, advanced home-delivery and the obsession
with mobile phones.
• Amazon, Rakuten and Belle Maison are the leading B2C E-Commerce retailers in Japan.
• Japan’s leading E-Commerce site Rakuten had more than 53 million members in 2009.
Company and Product Information
About our Reports
Market reports by yStats.com inform top managers about recent market trends and assist with
strategic company decisions
A list of advantages
• yStats.com provides secondary market research: By using various sources of information we ensure
maximum objectivity for all obtained data. As a result companies get a precise and unbiased impression of
the market situation.
• The analyses, statistical reports and forecasts are only based on reliable sources including national and
international statistical offices, industry and trade associations, business reports, business and company
databases, journals, company registries and news portals.
• Our international employees research and filter all sources and translate relevant information into English.
This ensures that the content of the original studies is correctly interpreted.
• yStats.com delivers all research results as PowerPoint files. All data can therefore be used directly for board
presentations or be individually adapted.
• If required, yStats.com provides in-depth analysis for all research projects. Simply send us a request.
About yStats.com
• Founded in 2005, yStats.com is committed to research of objective, demand-based and up-to-date data on
markets and competitors for top managers from various industries including retail, home shopping,
e-commerce, telecommunications, logistics and energy.
• Headquartered in Hamburg, Germany, the firm is a specialist for secondary research with a strong
international focus.
• Major clients include Otto Group, Wirecard, Credit Suisse, Deloitte, Red Bull, Beiersdorf and Deutsche Post.
yStats.com GmbH & Co. KG Phone: +49 (0)40 - 39 90 68 50 E-Mail: info@ystats.com
Behringstr. 28a, 22765 Hamburg Fax: +49 (0)40 - 39 90 68 51 www.ystats.com
Germany

3. Japan B2C E-Commerce Report 2010
Table of Contents
1. Trends 5. Users / Shoppers
• Asia Pacific Region and Individual Country Growth • Development of Internet Users and its Percentage
by unique Visitors, Sep. 2008-Sep. 2009 of Country Population in Japan, 2008-2013f
• E-Commerce Trends in Japan: Sales and Products • Internet Shoppers in Selected Asian Countries incl.
• E-Commerce Trends in Japan: Online Japan, in % of Internet Users, 2Q08 vs. 2Q09
Supermarkets • Total Broadband Subscribers in Japan, compared to
• E-Commerce Trends and Outlook for M-Commerce Germany, USA and the OECD, 2003-June 2008
Potentials in Japan • Broadband Subscribers per 100 Inhabitants in Ja-
• Trends in the PC-based Internet Business and in pan, compared to Germany, USA and OECD Ave
the mobile Internet Business in Japan rage, 2003-June 2008
• Trends in the Japanese CNS-based Internet Busi
- • Broadband Subscribers in Japan, by Access
ness and in the IPTV-based Internet Business Technology, compared to the OECD Average, in
%, June 2008
• Mobile Phones and Wireless Access in Japan
2. Sales 6. Players
• Total Retail and Mail-Order Sales in Japan, in JPY • Leading Japanese E-Commerce Players in the B2C
billion, 2004-2008 Segment
• B2C E-Commerce Volume in Japan, in JPY billion, • Leading B2C E-Commerce Players in Japan; by
2006-2008 Unique Visitors and Audience Reach, February
2010
• Leading Players in Selected Online Sectors in Ja-
pan: E-Commerce, Travel, Securities, Auction,
Banking, Portal
3. Shares • Facts about Amazon.co.jp
• Facts about Rakuten.co.jp
• B2C E-Commerce Share of total Retail Sales in • Facts about Nissen.co.jp
Japan, in %, 2007-2008
• Facts about Yahoo.co.jp
• News about Glamour-sales.com
• News about AEON
4. Products
• Share of E-Commerce of total Sales in each Cate-
gory in Japan, in JPY billion and %, 2006-2007
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Germany

4. Japan B2C E-Commerce Report 2010
Samples
RESEARCH ON INTERNATIONAL MARKETS
We deliver the facts – you make the decisions
Trends Sales Shares Products Users / Shoppers Players
In Japan, Internet users grew by +18% from 58 million in September
2008 to 68 million in September 2009 (second highest growth in Asia).
Asia Pacific Region and Individual Country Growth by unique Visitors, Sep. 2008-Sep. 2009
Total Unique Visitors (000) In September 2009, the Internet population in the Asia-
Pacific region reached 484 million visitors age 15+ that
Sep-2008 Sep-2009 % Change accessed the Internet from a home or work location,
an increase of 22 percent from the previous year.
Asia Pacific 396,000 484,245 22
With nearly half a billion people online, the region now
China 168,258 220,834 31 accounts for 41 percent of the total 1.2 billion person
Japan 57,933 68,319 18 global Internet audience.
India 30,719 35,810 17 China, home to the largest Internet population in the
South Korea 26,656 29,197 10 world, experienced a 31-percent increase to 220.8
million, making it the fastest-growing Internet country
Australia 11,369 12,746 12 in the region.
Taiwan 10,619 12,060 14
Japan saw its online population surge 18 percent
Malaysia 8,680 9,401 8 to 68.3 million, while India climbed 17 percent to 35.8
Hong Kong 3,762 3,939 5 million users.
Singapore 2,388 2,725 14
New Zealand 2,277 2,618 15
Note: Total Asia Pacific Internet Audience (Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs), Age 15+ - Home & Work Locations
Source: comScore World Metrix, September 2009
5
RESEARCH ON INTERNATIONAL MARKETS
We deliver the facts – you make the decisions
Trends Sales Shares Products Users / Shoppers Players
Japan’s leading E-Commerce site Rakuten had more than 53 million
members in 2009.
Facts about Rakuten.co.jp
Name of Company Rakuten
Homepage www.rakuten.co.jp
Vertical Integration Retailer
Business Model Multi-Category Retailer
Apparel, shoes & bags; jewelry & watches; kids, toys & games; pet food & supplies; computer & audio-
Product Range
visual; CD, DVD & musical instruments; and various other products
Revenue/Financials US$ 89.7 billion (2008)
• Rakuten is Japan's largest online retailer and a leading provider of Internet-based services. The company's
business segments and subsidiaries include Rakuten Ichiba (an online shopping mall), Rakuten Auction
(online auctions), Rakuten Books (online bookstore), Infoseek (Internet search, Web logs, and job boards),
Rakuten Travel, and Rakuten Securities (online trading). The firm s entertainment activities include
firm's
television broadcasting in Japan and ownership of a professional baseball team. Its financial services unit
offers credit cards and consumer loans. Its Fusion Communications subsidiary (acquired in 2007) provides
Internet phone service. Rakuten was founded in 1997 by chairman and CEO Hiroshi Mikitani. Rakuten had
more than 53 million members in 2009.
Others
• Rakuten is the No. 1 in Japanese E-Commerce, the No. 1 in Online Hotel Reservation, the No. 2 in Online
Securities, No. 3 in Portal Sites, No. 1 in Online Golf and No. 2 in Online Book Stores
• In September 2009 Rakuten announced the acquisition of a 67% stake in TARAD Dot Com Co., Ltd., which
operates Thailand’s largest e-commerce site. By this acquisition Rakuten wants to enter the e-commerce
market in Thailand.
• In 2008, Rakuten achieved a market share on the Japanese E-Commerce market of approximately 27%.
Furthermore, gross transaction value reached approximately JPY 600 billion in 2008.
Source: Rakuten, Trade Press, Company Research
33
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