Fashion market in Japan

The Japanese Fashion eCommerce market is predicted to reach US$19,669.5 million by 2024 and accounts for 17.9% of the total eCommerce market in Japan. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 3.1%, resulting in a projected market volume of US$22,186.0 million by 2028. Within the Fashion market ECDB considers the following three sub-markets: Apparel, Footwear, and Bags & Accessories.

Monthly revenues

Monthly eCommerce revenues in the Japanese Fashion market

The monthly eCommerce revenue of the Japanese Fashion market was US$1,799 million in November 2024. This refers to a growth of 0.1% compared to October 2024. Within the last 12 months, the monthly revenue share was the highest in December 2023 with 9.9% of the total 2023 revenue of the Japanese Fashion market and the lowest in February 2024 with 7.4% of the total 2024 revenue.

Revenue Last Month

US$1,799.4m

The eCommerce revenue grew by 0.1% from October 2024 to November 2024.

11-2024+0.1%

Monthly revenue shares in the last 12 months

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

0-20241-20242-20243-20244-20245-20246-20247-20248-20249-202410-202411-2024
Revenue (in mUS$)0.00.00.00.00.00.00.00.00.00.00.00.0
Monthly revenue share (in %)81.868.654.019.838.619.338.255.494.711.369.792.8

Market development

eCommerce revenue development in the Fashion market in Japan

The Japanese Fashion eCommerce market is predicted to reach US$19,669.5 million by 2024 and accounts for 17.9% of the total eCommerce market in Japan. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 3.1%, resulting in a projected market volume of US$22,186.0 million by 2028. Within the Fashion market ECDB considers the following three sub-markets: Apparel, Footwear, and Bags & Accessories.

eCommerce revenue development in the Fashion market in Japan

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Fashion market in Japan

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)71.81.628.072.384.128.738.366.3

Online share

eCommerce online share of the total Fashion market in Japan

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Japanese Fashion retail market, the online share is 25.5% and will increase by an average of 7.1% to 33.5% by 2028.

eCommerce online share of the total Fashion market in Japan

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)82.1%24.3%70.3%1.9%50.4%37.7%2.2%82.3%

Top stores

Top five Fashion online stores in Japan by net sales 2023

With sales in the Japanese Fashion market, uniqlo.com generated a revenue of US$938.3 million in 2023, which means it is the leading online store in this market. The Fashion ranking of Japan is based on all online stores that generated sales in this market in 2023. Due to a country- and category-dependent approach, both national and international online stores can be part of the ranking. The graph shows a filtered revenue. It only includes national sales within the respective market.

eCommerce net sales generated in the Fashion market in Japan in 2023

in million US$

Note: First party net sales generated after deduction of returns, allowances for damaged or missing goods and any discounts allowed

Source: Annual report, secondary sources, ECDB analysis

Filtered revenue / share
Global revenue
Growth
no-access-0
US$900.0m
20.7%
US$8,300.0m8.3%
no-access-1
US$550.0m
12.0%
US$4,600.0m12.4%
no-access-2
US$470.0m
3.9%
US$1,190.0m33.6%
no-access-3
US$430.0m
20.6%
US$2,122.0m18.0%
no-access-4
US$370.0m
20.7%
US$1,814.0m12.6%

See further stores

Worldwide - Fashion Japan - Fashion Japan - All Categories

Payment Methods

Top 5 offered payment methods in the Japanese Fashion market

With 97.5% VISA the most commonly offered payment method of all online stores in the Japanese Fashion eCommerce market in 2023. Like VISA Mastercard with a penetration of 97.1%, JCB with a share of 94.9%, and American Express with a share of 92.4% the payment type Cards is the most common used by online retailers in in the Japanese Fashion eCommerce market in 2023. With a share 78.4% Cash on delivery is the most common used payment method offered to the clients of type Cash on delivery.

Top 5 offered payment methods in the Japanese Fashion market

in %

Note: A store can offer more than one payment method (Multi-pick), based on 315 stores in the Japanese Fashion market

Source: ECDB analysis

See all stores offering

VISA Mastercard PayPal

Shipping Service Provider

Top 5 offered shipping providers in the Japanese Fashion market

Despite Yamato's dominant position with 53.2% of online stores opting for its services, the Japanese Fashion eCommerce market in 2023 remains diverse and competitive. Several other shipping service providers, including Sagawa Express, Japan Post, EMS, and DHL, hold smaller but significant shares, contributing to a dynamic and fragmented market.

Top 5 offered shipping providers in the Japanese Fashion market

in %

Note: A store can offer more than one shipping provider (Multi-pick), based on 299 stores in the Japanese Fashion market

Source: ECDB analysis

See all stores offering

DHL UPS (United Parcel Service) DPD

Shop Software Solutions

Top 5 used shop software solutions in the Japanese Fashion market

Although Shopify holds a commanding lead with 17.2% of online stores using the shop software solution, the Japanese Fashion eCommerce market in 2023 remains vibrant and competitive. This is due to the presence of several other shop software solutions, including FutureShop, Salesforce Commerce Cloud, MakeShop, and EC-CUBE, which collectively hold a significant share of the market.

Top 5 used shop software solutions in the Japanese Fashion market

in %

Note: A store can use more than one shop software solution (Multi-pick), based on 495 stores in the Japanese Fashion market

Source: ECDB analysis

See all stores using

shop software shop software shop software

Market definition

Definition of the Fashion market

Market definition: Fashion The category Fashion encompasses the commercial (B2C) sale of apparel (e.g. jackets, t-shirts, joggers, underwear), footwear (e.g. sneakers, boots, sandals), bags (e.g. handbags, backpacks, suitcases), and accessories (e.g. hats, sunglasses, jewelry, watches) via digital channels. Sport-specific equipment (e.g. climbing shoes, goalkeeper gloves, wetsuits), eye care (e.g. glasses and sunglasses with prescriptions) or beauty care (e.g. make-up, fragrances) are not included in this segment. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Apparel (e.g. jackets, t-shirts, joggers, underwear)
  • Footwear (e.g. sneakers, boots, sandals)
  • Bags (e.g. handbags, backpacks, suitcases)
  • Accessories (e.g. hats, sunglasses, jewelry, watches)

Out-of-scope

  • Sport-specific equipment (e.g. climbing shoes, goalkeeper gloves, wetsuits)
  • Eye care (e.g. glasses and sunglasses with prescriptions)
  • Beauty care (e.g. make-up, fragrances)