Japan boasts one of the world’s most mature consumer markets, with eCommerce sales reaching approximately US $110 billion in 2023—and continuing to grow steadily. Fueled by high disposable incomes, a strong preference for domestic and premium goods, and near-universal internet access, Japan ranks as the fourth-largest eCommerce market globally.
Within this landscape, Rakuten remains a cornerstone of online shopping behavior. With over US $30 billion in annual transaction volume and a sprawling digital ecosystem that spans shopping, finance, travel, and mobile services, Rakuten’s loyalty-driven model makes it a strategic priority for both domestic brands and cross-border sellers aiming to expand in Japan.
For overseas brands considering market entry, refining product strategy, or monitoring local competitors, keeping up with category shifts and fast-moving trends is crucial.
To support these goals, TMO Group now offers a monthly Rakuten Data Pack—a free downloadable resource summarizing:
- Sales performance by product category and subcategory
- Top-selling products and their price range distribution
- Notable brand activity and high-performers
These reports provide a strategic snapshot of the platform—but they’re also just the beginning. Each data pack serves as a sample of our larger data capabilities, which include long-term category monitoring, competitor benchmarking, and custom eCommerce intelligence tailored to your brand’s goals.
For full-scale tracking, brand-specific monitoring, and tailored market dashboards, explore our Marketplace Intelligence Data Services.
March: Rakuten eCommerce Highlights
- Category Performance: Household & Living, Electronics & Gadgets and Food & Beverages were the leading categories in March, together accounting for over 60% of the online market share.
- Best-selling Products: Electronics and Gadgets also garnered significant consumer interest, contributing to 21% of total sales. Japanese consumers showed particular enthusiasm for home appliances within this segment. Notably, a facial beauty hair removal device, priced at approximately $555 and boasting a claim of "ranked number one for 563 consecutive weeks," secured the second spot among the platform's top-selling products. This indicates a strong willingness among Japanese consumers to invest in personal image management. Additionally, two sewing machines within this subcategory ranked among the platform's top five best-selling products, reflecting a sustained interest in home crafting and DIY activities.
- Brand Performance: Within the Household & Living category, among Pet subcategory top selling products, a probiotic kidney health supplement named Azodyl, designed specifically for pets (primarily dogs and cats) and originating from France, stood out. This trend underscores Japanese consumers' heightened attention to pet health and their recognition of high-quality overseas products.
February: Rakuten eCommerce Highlights
- Category Performance: Household & Living, Electronics & Gadgets, and Food & Beverages were the leading categories in February, together accounting for over 60% of the online market share.
- Best-selling Products: Among the top-selling Home & Living categories on Rakuten in February (accounting for 34.3% of total sales), Japanese consumers showed strong interest in the Interior & Storage; Household Goods, Stationery & Crafts; as well as Kids, Babies & Maternity categories. Notably, a mold-resistant bathtub cover ranked among the platform’s overall top 5 best-selling products. Other popular items included mattresses, washable carpets, and recliners.
- Despite Japan’s declining birth rate, which has continued for nine consecutive years as of 2024, household spending on parenting remains high—particularly on high-quality and smart products. In February, the subcategory of Kids, Babies & Maternity performed remarkably well.
- Brand Performance: Two child car seats from Cybex, a premium German brand , ranked in the top five best-sellers within this subcategory. The relatively high unit prices of Cybex products reflect Japanese consumers’ strong preference for high-quality international brands.
Why These Insights Matter
Each month’s Rakuten snapshot offers more than just trendspotting. For brand owners, category managers, digital strategists, and others, the data can support you in navigating the Japanese eCommerce landscape:
- Evaluate Market Entry Potential: Understand which categories are growing, what price points are winning, and where gaps exist—before investing in localization or inventory.
- Optimize Product Strategy: Identify fast-rising formats, ingredient trends, and feature preferences at a subcategory level. Use this to guide R&D, messaging, and packaging decisions.
- Monitor Competitors & Brand Share: See who’s climbing the ranks each month. Benchmark against leading players—both domestic and international—across multiple subcategories.
- React to Shifts in Consumer Demand: Track real-time changes in what customers are buying, when, and at what price. This is especially critical for seasonal campaigns and product launch planning.
Showcase: Read how SanofiSanofi's custom data architecture allows continuous monitoring of product categories, brands, and competitors across multiple mainstream eCommerce platforms.TMO supports global brands with long-term data monitoring and a custom data architecture to standardize analysis across regions and platforms.
TMO helps brands like yours stay ahead of the market with tailored eCommerce datasets and monthly monitoring dashboards that help inform market entry and competitive strategies. While these data packs offer a high-level view, if you are interested in tracking competitor SKUs, localizing product attribute mapping, and monitoring long-term trends across platforms and countries, reach out to us for a custom proposal!
