Online shop users via smartphones are also on the rise
Posted: Tue Feb 18, 2025 8:46 am
A notable feature of 2017 is that it was a year in which smartphone use across all types of internet use continued to expand from 2016.
The amount of transactions via smartphones has been on the rise across all fields, including product sales, services, and digital. The figure below shows the estimated market size of BtoC EC via smartphone in the product sales field, which stands at 3.09 trillion yen, a 17% increase from 2.5559 trillion yen in 2016, and the proportion of goods purchased via smartphone continues to increase.
The market size of BtoC EC via smartphone in the product sales field, 3.09 trillion yen, is equivalent to 35.0% of the EC market size of 8.6008 trillion yen.
zu03
The types of purchases made on smartphones also vary depending on the product, with the category most commonly purchased via smartphone being "clothing and fashion accessories," estimated at just over 50%.
This is followed by categories such as "books, video peru whatsapp data and music software," "cosmetics and pharmaceuticals," and "miscellaneous goods, furniture, interior items," each accounting for around 35%. "Clothing and fashion accessories," which has a high rate of purchases made via smartphone, is surely an indication that many consumers, such as women and young people, have a strong interest in fashion and apparel.
It is clear that the younger generation is driving the e-commerce market by owning smartphones and using them for shopping.
● Let's take a closer look at the EC market size by field
○ The product sales sector with the highest EC conversion rate is "office supplies and stationery"
The EC market size and EC conversion rate for each product in the product sales field are shown in the figure below.
In descending order of market size, the following were the largest: "Clothing and fashion accessories, etc." at 1,645.4 billion yen (19% of the total), "Food, beverages, and alcoholic beverages" at 1,557.9 billion yen (18% of the total), "Consumer electronics, AV equipment, PCs, peripherals, etc." at 1,533.2 billion yen (18% of the total), "Miscellaneous goods, furniture, and interior items" at 1,481.7 billion yen (17% of the total), and "Books, video and music software" at 1,113.6 billion yen (13% of the total).
All of these have a market size of over 1 trillion yen. These five categories together account for 85% of the product sales field.
In terms of the e-commerce rate, the highest was for "office supplies and stationery" at 37.38%, followed by "household appliances, AV equipment, PCs and peripherals, etc." at 30.18%, then "books, video and music software" at 26.35%, and "miscellaneous goods, furniture, and interior items" at 20.40%.
The amount of transactions via smartphones has been on the rise across all fields, including product sales, services, and digital. The figure below shows the estimated market size of BtoC EC via smartphone in the product sales field, which stands at 3.09 trillion yen, a 17% increase from 2.5559 trillion yen in 2016, and the proportion of goods purchased via smartphone continues to increase.
The market size of BtoC EC via smartphone in the product sales field, 3.09 trillion yen, is equivalent to 35.0% of the EC market size of 8.6008 trillion yen.
zu03
The types of purchases made on smartphones also vary depending on the product, with the category most commonly purchased via smartphone being "clothing and fashion accessories," estimated at just over 50%.
This is followed by categories such as "books, video peru whatsapp data and music software," "cosmetics and pharmaceuticals," and "miscellaneous goods, furniture, interior items," each accounting for around 35%. "Clothing and fashion accessories," which has a high rate of purchases made via smartphone, is surely an indication that many consumers, such as women and young people, have a strong interest in fashion and apparel.
It is clear that the younger generation is driving the e-commerce market by owning smartphones and using them for shopping.
● Let's take a closer look at the EC market size by field
○ The product sales sector with the highest EC conversion rate is "office supplies and stationery"
The EC market size and EC conversion rate for each product in the product sales field are shown in the figure below.
In descending order of market size, the following were the largest: "Clothing and fashion accessories, etc." at 1,645.4 billion yen (19% of the total), "Food, beverages, and alcoholic beverages" at 1,557.9 billion yen (18% of the total), "Consumer electronics, AV equipment, PCs, peripherals, etc." at 1,533.2 billion yen (18% of the total), "Miscellaneous goods, furniture, and interior items" at 1,481.7 billion yen (17% of the total), and "Books, video and music software" at 1,113.6 billion yen (13% of the total).
All of these have a market size of over 1 trillion yen. These five categories together account for 85% of the product sales field.
In terms of the e-commerce rate, the highest was for "office supplies and stationery" at 37.38%, followed by "household appliances, AV equipment, PCs and peripherals, etc." at 30.18%, then "books, video and music software" at 26.35%, and "miscellaneous goods, furniture, and interior items" at 20.40%.