Japan Ecommerce

User Experience – The Secret To Your Japanese Marketing Strategy in 2022


Internet usage penetration

When selling anything online in Japan, one of the most crucial things to consider is user experience. A company that falls short of offering the experience that customers want would fare far worse in terms of its Japanese marketing strategy.

The way Japanese people utilize the internet differs significantly from how Americans do. Internet penetration in the United States declines substantially after the age of 50, although this is not the case in Japan.

Internet usage penetration by age group


Aside from differences in user base, there are also some disparities in preference. Direct messages, regarding products and sales, via email are really preferred by Japanese consumers, whereas the majority of American consumers find them bothersome. Without a real store that customers can walk into, it is crucial to reproduce a personally tailored experience online.

They Favour A Dedicated Digital Storefront

Japan’s entire retail system tends to focus on individual stores. This is true when it comes to eCommerce in Japan as well. Because Japanese consumers seek out detailed information and want to get to know the brands they’re buying from, dedicated digital storefronts are much more popular among shoppers as opposed to simple product catalogues.

Individual stores create the space and opportunity to provide the information consumers expect and allow you to completely cater to them as a shopper.

They Want To Be Able To Shop On Their Mobile Devices

Mobile Shopping Japan

In Japan, the most common way to access the internet is through a mobile phone. Japan is sometimes referred to be the most mobile nation in the world, with some sources claiming that the country has as many as 173 million mobile connections. That is more than the entire population of the country!

According to recent data, mobile devices account for about one-quarter of all eCommerce sales. Mobile devices account for the vast bulk of Japanese fashion sales. Conversion rates on mobile devices are also up to 10% higher. Even older Japanese consumers are increasingly turning to mobile purchasing.

With this in mind, it is vital to verify that the online marketplace of choice is fully mobile-friendly.

They Want To Shop On Trusted Platforms

As previously said, trust is extremely important in Japan. Japanese consumers are skeptical, which means that less than one-third of shoppers are comfortable acquiring things from a foreign website. As a result, even if international goods are well-liked and even more desirable than some Japanese products, the platform can be a barrier.

When it comes to selling in Japan, there are numerous alternatives. Many brands, for example, choose to create separate websites. There are also other platforms available to businesses that already have substantial user bases in Japan. Rakuten has the most users, the largest market share in eCommerce, and the most monthly active Japanese users.

They Expect Exceptional Customer Service

In Japan being polite is important. Etiquette and respect are firmly ingrained in Japanese culture. Things like customized delivery dates, well defined policies, and working hard to fulfill the expectations and wants of your Japanese clients are all part of offering excellent service.

Having an easy-to-navigate site on desktop and mobile, giving reviews for potential customers to read, and careful and thorough product descriptions will be key to the success of Japanese ecommerce. Customers should be able to contact you in order to ask questions or express concerns. It is also critical to have someone who is entirely fluent in Japanese to assist you when dealing with customers who may not speak English.

They Favour More Content

Minimalism has been popular in the West for many years.  It may come as a surprise that the inverse is true in Japan. Japanese clients have a strong preference for very rich and vivid visuals, complex designs that are densely packed with information, and very little whitespace.

Very image-heavy and text-heavy sites may be unfamiliar to you, as they might be off-putting and even overwhelming to your present consumer base. However, the inclusion of a lot of graphics and information on your product pages will be virtually required in Japan. When they shop online, these customers expect detailed information and extensive graphics.

The most crucial aspect of catering to Japanese customers is to be diligent about publishing the best content, images and videos. Ensure that everything is properly translated, and develop a totally new design that meets their tastes and captures their attention. Get in touch with us if you want to craft the perfect Japanese Marketing Strategy for your business.


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