Region Deep-Dive
Japan
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Àwọn pẹpẹ tó jẹ mọ́ wà lábẹ́ Òye pẹpẹ. Nọ́mbà kọ̀ọ̀kan ní ìsàlẹ̀ lè ṣàyẹ̀wò nínú ọ̀rọ̀ orísun tí a fẹ̀. Òye pẹpẹ.
QỌjà ìtajà lórí ayélujára Japan tóbi tó báwo, kí sì ni ìdàgbàsókè rẹ̀?
2024 B2C ecommerce ~¥26.1T (+5.1%, METI); ilaluja nikan ~9.78% - ti o kere julọ laarin awọn ọja pataki
Awọn nọmba ẹyọkan kekere (+5.1% ni ọdun 2024); ilaluja kekere tumọ si yara idagbasoke igbekalẹ nla
Fẹ̀: abala ìròyìn àgbáyé àtìláyé (àlàyé orílẹ̀-èdè/ọjà kékeré àti orísun)
5.2 Japan & South Korea
Japan: - 2024 B2C ecommerce about ¥26.1 trillion (+5.1%) (METI survey); ecommerce penetration only about 9.78% — the lowest among major markets, with ample room to grow. - Source: https://www.meti.go.jp/english/press/2025/0826_003.html ; https://en.jasec.or.jp/single-post/expansion-of-japan-s-e-commerce-market-size - Platforms: Amazon Japan, Rakuten, Yahoo! Shopping as the big three; Mercari (C2C) and ZOZOTOWN (fashion) as vertical leaders.
South Korea: - 2024 online-shopping transaction value ₩242.3 trillion (about $165.9B, +5.8%, a record); mobile ecommerce share is extremely high (~80%+). - Source: https://en.yna.co.kr/view/AEN20250204001900320 - Platforms: Coupang and Naver are in a "death match" (both set records in 2024); AliExpress and Temu combined sales in Korea are approaching ₩4 trillion. - Source: https://www.kedglobal.com/us/e-commerce/newsView/ked202501210003 ; https://www.56ok.com/topic/detail-593930-temu-aliexpress-hit-3b-in-south-korea-rival-local-ecommerce.html
QÀwọn pẹpẹ ìtajà lórí ayélujára 5 wo ló ga jù ní Japan, kí sì ni ipò wọn?
Rakuten jẹ #1 nipasẹ GMV ti a ti sọ (¥6.35T); Amazon Japan ko ni owo-wiwọle osise ati awọn ipo #2 nipasẹ awọn iṣiro (awọn ariyanjiyan ipo); Yahoo tio (LY), Mercari (C2C), ati ZOZOTOWN (njagun) pari oke 5; Temu/AliExpress n dagba ni iyara ni aala-aala ṣugbọn ko tii si ni oke 5.
Fẹ̀: abala ìròyìn Top-5 àtìláyé (tábìlì GMV / owó-wọlé / olùmúlò / ipò)
5.1 Japan
Ranking basis: disclosed GMV first (only Rakuten discloses a large GMV), otherwise by revenue; Amazon Japan by third-party estimate. #1/#2 order is contested (see note).
| Rank | Platform | Company | Key data | Positioning & strengths |
|---|---|---|---|---|
| 1 | Rakuten Ichiba | Rakuten Group | Domestic ecommerce GMV ¥6.35T (FY2025 calendar year, about $41–42B); group revenue a record for 29 consecutive years | Japan’s largest marketplace; Rakuten points closed loop across ecommerce/finance (Card/Bank)/mobile |
| 2 | Amazon Japan | Amazon | 2025 sales +12% (est.); Chinese sellers as the main growth force | Full assortment+Prime next-day; strong in electronics/daily goods; ⚠️ some media claim it already topped Japan in 2025 (contested) |
| 3 | Yahoo! Shopping / LINE Yahoo | LY Corporation | Group FY2025 revenue a record (about ¥2.5T, Media & EC led); GMV not disclosed | Search+shopping+LINE+PayPay ecosystem; strong in fashion/lifestyle |
| 4 | Mercari | Mercari Inc | FY2025 (through Jun 2025) revenue ¥192.6B; cross-border GMV >¥90B | C2C second-hand leader; expanding into cross-border and finance (Merpay) |
| 5 | ZOZOTOWN | ZOZO Inc | FY2025 (through Mar 2025) GMV and EBITDA records; revenue about ¥185–190B | Japan’s #1 fashion ecommerce (D2C-led); ZOZOSUIT try-on tech; 2026 acquired fragrance platform COLORIA |
⚠️ Definition note: Rakuten is listed #1 by disclosed GMV (¥6.35T is the largest official platform GMV found); Amazon Japan has no official Japan revenue and is listed #2 by estimated growth — their 2025 ranking is contested. Temu/AliExpress cross-border is growing fast but has not yet entered the top five. Fiscal-year definitions differ (Rakuten calendar year / Mercari through June / ZOZO through March / LY through March); do not mix.
Sources (selected): Rakuten FY25 — https://www.chwang.com/news/203124666073 ; Rakuten official KPI — https://global.rakuten.com/corp/investors/assets/doc/documents/25Q2MAINPPT_S_E.pdf ; Mercari — https://www.wsj.com/market-data/quotes/JP/4385/financials/annual/income-statement ; ZOZO — https://za.investing.com/news/stock-market-news/earnings-call-transcript-zozos-q4-fy-2025-sees-record-gmv-ebitda-growth-93CH-4242673 ; METI official — https://www.meti.go.jp/english/press/2025/0826_003.html
QKí ni ó yẹ kí a wò?
- #1 / #2 ariyanjiyan ipo: diẹ ninu awọn media sọ pe Amazon Japan di #1 ti Japan ni ọdun 2025
- Temu / AliExpress dagba ni iyara ni aala-aala ṣugbọn ko sibẹsibẹ ni oke 5 — mọnamọna-aala-aala jẹ oniyipada nla julọ
- Ilaluja nikan ~9.78% (ni asuwon ti laarin pataki awọn ọja) — yara idagbasoke igbekale
- Awọn asọye ọdun-inawo yatọ (ọdun kalẹnda Rakuten / Mercari nipasẹ Oṣu Karun / ZOZO nipasẹ Oṣu Kẹta / LY nipasẹ Oṣu Kẹta); maṣe dapọ wọn
QKí ni àwọn òye pàtàkì?
- Eto ojuami Rakuten jẹ moat iyatọ (ecommerce + Isuna + loop pipade alagbeka)
- Ipo Amazon Japan jẹ ariyanjiyan (GMV ti a ṣe afihan vs owo-wiwọle ifoju)
- Ilọwọle ecommerce Japan jẹ eyiti o kere julọ laarin awọn ọja pataki (~9.78%)
QNíbo ni ẹ̀rí yìí ti wá?
Àwọn ìwé ìwádìí ìpìlẹ̀ fún ẹkùn yìí (pẹ̀lú URL orísun kíkún):