Hobby & Leisure market in Japan

The Japanese Hobby & Leisure eCommerce market is predicted to reach US$19,434.8 million by 2024 and accounts for 17.7% 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 3.4%, resulting in a projected market volume of US$22,173.8 million by 2028. Within the Hobby & Leisure market ECDB considers the following twelve sub-markets: Media, Sports Equipment, Stationery, Crafts & Art Supplies, Pet Supplies, Toys, Bullion & Precious Metal, Camping & Adventure, Musical Instruments, Flowers & Gifts, Other Hobby & Leisure, Erotic & Adult, and Smoking Supplies.

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 Hobby & Leisure retail market, the online share is 9.1% and will increase by an average of 7.9% to 12.3% by 2028.

With sales in the Japanese Hobby & Leisure market, amazon.co.jp generated a revenue of US$5,262.1 million in 2023, which means it is the leading online store in this market. The Hobby & Leisure 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.

With 89.4% VISA the most commonly offered payment method of all online stores in the Japanese Hobby & Leisure eCommerce market in 2023. Like VISA Mastercard with a penetration of 89.4%, JCB with a share of 83.0%, and American Express with a share of 75.5% the payment type Cards is the most common used by online retailers in in the Japanese Hobby & Leisure eCommerce market in 2023. With a share 62.8% Cash on delivery is the most common used payment method offered to the clients of type Cash on delivery.

Despite Sagawa Express's dominant position with 61.3% of online stores opting for its services, the Japanese Hobby & Leisure eCommerce market in 2023 remains diverse and competitive. Several other shipping service providers, including Yamato, Japan Post, Direct download, and Own delivery service, hold smaller but significant shares, contributing to a dynamic and fragmented market.