Online orders increased by 15%! Japanese consumers' online consumption trends in 2021 announced

Adobe recently released the digital economy trends in the Japanese market from January to March 2021 .

The analysis results show that Japanese consumers are increasingly spending online and using smartphones, but are spending less time on shopping sites.

Japan 's online consumption in January-March 2021 increased by 15% year-on-year to more than US$5 billion (about 545.4 billion yen ). Although the increase is gratifying compared with Japan's previous online consumption, it is still slower than the 39% in the United States and 66% in the United Kingdom recorded in the same period .

61% of sales in Japan during January-March 2021 were purchased via smartphones. Compared with the results of other countries including the United Kingdom, Australia, France, and the United States, Japan has the highest proportion . Analyzing the usage tendency of smartphones by age group, young people have a higher usage tendency , among which those aged 20-30 account for 65% .

Adobe 's consumer survey showed that 67% of Japanese consumers began buying goods online regularly or frequently before the outbreak in March 2020. Among respondents who have not shopped online, 80 % said they would shop online in 2021.

Although the data shows that the number of visits to e-commerce websites increased by 19% year-on-year and the number of online orders increased by 15% year-on-year , on the other hand, the conversion rate (conversion rate) from visiting e-commerce websites to ordering decreased by 16% year-on-year. In addition, in the past three years, Japanese consumers have stayed on the website for a shorter time, and the number of pages viewed per visit has also tended to decrease.

Prices fell sharply again from January to March 2021 , when Japan declared a second state of emergency. Restrictions on going out led to a decrease in demand for clothing , further reducing prices .

In Japan, the prices of home appliances continue to rise. Due to the increase in time spent at home , the overall demand for home appliances is also increasing. Looking at the goods purchased online by Japanese consumers in the past four weeks, food (43%), health and beauty products (29%), clothing (28%), and home appliances (20%). These four categories have driven the increase in online sales .

In addition, regarding consumer behavior in the post-epidemic era , more than half (52%) of Japanese consumers responded that online consumption behavior would not change even if it returned to the situation before the COVID-19 pandemic .

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