Most popular categories for online purchases in Japan 2024

The variety of products that can be purchased online is continuously growing. Among Japanese consumers the two most popular categories for online purchases are Clothing and Books, movies, music & games (excluding downloads). 28 percent and 21 percent of consumers respectively chose these answers in our representative online survey. Find this and more survey data on most popular categories for online purchases in Japan in our Consumer Insights tool. Filter by countless demographics, drill down to your own, hand-tailored target audience, and compare results across countries worldwide.

Most popular categories for online purchases in Japan as of September 2024

Characteristic	Share of respondents
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Number of respondents

2,028 respondents

Age group

18-64 years

Supplementary notes

Multiple answers were possible.

During the survey, the question was phrased as follows: "Which of these items have you bought online in the past 12 months?"

If you need more information, you can have a look at the Consumer Insights Methodology.

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