The average purchase amount per person is 50,000 yen, and the e-commerce consumption of Japanese men aged 20+ has increased by 1.4 times

Google conducted a survey on Japanese consumers' shopping trends in the e-commerce field and released the results of the survey.

Increase in online purchases of high-priced products

Taking advantage of the spread of the novel coronavirus infection, some people began to purchase high-priced goods on e-commerce platforms.

Google's "Shopping-related Questionnaire" shows that as of March 2021, 34.8% of the respondents said they had "experience in purchasing goods online with a unit price of 100,000 yen or more," and 4.5% of them bought items worth more than 100,000 yen on EC for the first time after March 2020.

Men in their 20s and 40s are at the center of "first purchases after March 2020." Compared with "people who had purchase experience before February 2020," men in their 20s in particular have made progress in high-value e-commerce purchases.

In addition, comparing the average purchase amount per e-commerce buyer in the two months of March to May 2020 and October to December 2020, it increased by 1.4 times from 39,682 yen to 55,575 yen.

PCs, smartphones, furniture, interior decoration, and alcoholic beverages such as wine and whiskey ranked high in the survey item "high-priced items purchased online" after March 2020. With the increase in working from home and restrictions on going out, purchases of products for the purpose of enriching "family time" are attracting attention.

In addition, " high-priced products that may be considered for online purchase " also include high-end products such as PCs /smartphones, furniture/interiors, TVs/audio , and high-end food ingredients and alcohol . It can be seen that even when purchasing online , a certain number of people are considering purchasing high-priced goods that cannot be confirmed in person .

Online payment is becoming more and more mature

In Japan, where cash is very popular, there are various cash payment methods for online shopping , such as cash on delivery , ATM payment, convenience store payment, etc., and the usage rate is often high. However, due to the impact of the new coronavirus, 40% to 50% of people responded that these cash payment methods are no longer used.

On the other hand, settlements by credit card and electronic money are increasing. From the perspective of infection prevention, avoiding contact with couriers or reducing opportunities to go out and reduce the time spent at convenience stores are considered to be the main reasons.

Although this is a semi-mandatory switch due to the COVID-19 pandemic, the use of online payment methods seems to be growing significantly. Once people start using it, they will feel the convenience of online settlement, which will promote their use.

The survey also shows that with the popularization of cashless settlement, e-commerce is changing people's awareness and behavior by increasing the average purchase amount and unit purchase price of customers.

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