FY2025 E-Commerce Market Survey Results
Overview
In 2025, Japan’s domestic BtoC-EC market reached 27.6 trillion yen and its BtoB-EC market reached 560.1 trillion yen, with both expanding year over year. The EC ratios also rose in both segments, as commerce continued to move online. The CtoC-EC market was estimated at 2 trillion 6,870 billion yen, and cross-border EC between Japan, the United States, and China increased between every pair of countries. Among product categories, the four largest in the merchandise segment included food; travel services accounted for a large share of the services segment, and online games accounted for a large share of the digital segment. This survey has been conducted annually since FY1998, and this was its 28th edition.
Key points
- In 2025, the domestic BtoC-EC, BtoB-EC, and CtoC-EC markets all expanded year over year.
- The report identifies large market categories in the merchandise, services, and digital segments, as well as services that grew year over year.
- In 2025, cross-border EC increased between every pair of the three countries: Japan, the United States, and China.
Overview
This survey examines trends in the e-commerce market and has been conducted annually since FY1998; this was its 28th edition. It estimates the domestic market sizes for BtoC-EC, BtoB-EC, and CtoC-EC, as well as the consumer-facing cross-border EC market sizes between Japan, the United States, and China.
In 2025, Japan’s domestic BtoC-EC market was 27.6 trillion yen and its BtoB-EC market was 560.1 trillion yen, increases of 5.5% and 8.9%, respectively, from the previous year. The EC ratio was 9.80% for BtoC-EC (up 0.02 percentage points year over year) and 45.9% for BtoB-EC (up 2.8 percentage points), indicating that the digitization of commerce continued to advance.
Details
The domestic BtoC-EC market expanded from 26.1 trillion yen in the previous year and 24.8 trillion yen two years earlier; BtoB-EC expanded from 514.4 trillion yen in the previous year and 465.2 trillion yen two years earlier. For calculating the EC ratio, the covered sectors are the merchandise segment for BtoC-EC and all industries other than “Other” in the industry classification for BtoB-EC. The EC ratio means the share of the e-commerce market in the total value of commercial transactions.
In the merchandise segment, “Food, beverages, and alcoholic beverages” accounted for 3 trillion 3,332 billion yen; “Clothing and fashion accessories, etc.” for 2 trillion 8,941 billion yen; “Consumer electronics, AV equipment, PCs and peripherals, etc.” for 2 trillion 8,829 billion yen; and “Household goods, furniture, and interior furnishings” for 2 trillion 6,258 billion yen. Each of the four largest categories exceeded 2.5 trillion yen. EC ratios were 57.93% for “Books, video and music software,” 43.08% for “Consumer electronics, AV equipment, PCs and peripherals, etc.,” and 31.73% for “Household goods, furniture, and interior furnishings.”
In the services segment, “Travel services” accounted for 3 trillion 7,603 billion yen. In 2025, overall growth slowed from the previous year, while “Ticket sales” grew 15.13% year over year, “Hair and beauty services” grew 9.49%, and “Food delivery services” grew 3.43%. In the digital segment, “Online games” reached 1 trillion 2,759 billion yen, up 1.65% year over year; the segment as a whole grew 4.52%, a faster pace than in the previous year.
The CtoC-EC market was estimated at 2 trillion 6,870 billion yen, up 6.34% year over year. Estimates have been produced since 2016. In practice, the CtoC transaction market size also includes some BtoB and BtoC transactions.
In 2025, cross-border EC market sizes increased between every pair of Japan, the United States, and China. Purchases by Chinese consumers from Japanese businesses rose 4.5% year over year, while purchases from U.S. businesses rose 5.4%; both continued to increase from the previous year.