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 Food & beverages (excl. restaurant delivery). 29 percent and 22 percent of consumers respectively chose these answers in our representative online survey. The survey was conducted online among 2,027 respondents in Japan, in 2024. Looking to gain valuable insights about customers of online shops across the globe? Check out our reports about consumers of online shops worldwide. These reports offer the readers a comprehensive overview of customers of eCommerce brands: who they are; what they like; what they think; and how to reach them.