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Results of FY2019 E-Commerce Market Survey Compiled

July 22, 2020

*This press release was revised on August 7, 2020, to correct erratum of statistical data on the charts in “A. Merchandising sector” and “C. Digital sector”.

The Ministry of Economy, Trade and Industry (METI) conducted the FY2019 Global Economy Survey for Formulating an Integrated Domestic and External Economic Growth Strategy (E-Commerce Market Survey) to analyze the current state of the Japanese e-commerce (EC) market, and compiled the results into a report.

1. Summary of the survey results

(1) Scale of the domestic EC market (business-to-consumer (B-to-C) and business-to-business (B-to-B))

In 2019, the scale of the domestic B-to-C EC market expanded to 19.4 trillion yen (up by 7.65% from 18.0 trillion yen in the previous year). In addition, the scale of the domestic B-to-B EC market expanded in the same year to 353.0 trillion yen (up by 2.5% from 344.2 trillion yen in the previous year).

The EC ratio* was 6.76% (up by 0.54 percentage points from the previous year) for B-to-C EC, while it was 31.7% (up by 1.5 percentage points from the previous year) for B-to-B EC, showing an increasing trend and continuous progress in the computerization of commercial transactions.

The scale of the B-to-C EC market by sector is as shown below.

Scale of the B-to-C EC market and composition ratio by sector

  2018 2019 Growth rate
A. Merchandising sector 9.2992 trillion yen
(EC ratio: 6.22%)
10.0515 trillion yen
(EC ratio: 6.76%)
8.09%
B. Service sector 6.6471 trillion yen 7.1672 trillion yen 7.82%
C. Digital sector 2.0382 trillion yen 2.1422 trillion yen 5.11%
Total 17.9845 trillion yen 19.3609 trillion yen 7.65%

A. Merchandising sector

In the merchandising sector, "clothes and apparel goods" (1.9100 trillion yen), "food, drinks, and liquor" (1.8233 trillion yen), and "domestic electrical appliances, AV equipment, and PC and peripherals" (1.8239 trillion yen) accounted for the largest share.

The EC ratios were high for "office supplies and stationery" (41.75%), "books, and visual and music software" (34.18%), and "domestic electrical appliances, AV equipment, and PC and peripherals" (32.75%).

Scale of the B-to-C EC market in the merchandising sector

Classification 2018 2019
Market scale
(100 million yen)
EC ratio (%) Market scale
(100 million yen)
*Below: Y/Y change
EC ratio
(%)
(1) Food, drinks, and liquor 16,919
(8.60%)
2.64% 18,233
(7.77%)
2.89%
(2) Domestic electrical appliances, AV equipment, and PC and peripherals 16,467
(7.40%)
32.28% 18,239
(10.76%)
32.75%
(3) Books, and visual and music software 12,070
(8.39%)
30.80% 13,015
(7.83%)
34.18%
(4) Cosmetics and pharmaceuticals 6,136
(8.21%)
5.80% 6,611
(7.75%)
6.00%
(5) Household goods, furniture, and interior 16,083
(8.55%)
22.51% 17,428
(8.36%)
23.32%
(6) Clothes and apparel goods 17,728
(7.74%)
12.96% 19,100
(7.74%)
13.87%
(7) Automobiles, motorcycles, and parts 2,348
(7.16%)
2.76% 2,396
(2.04%)
2.88%
(8) Office supplies and stationery 2,203
(7.57%)
40.79% 2,264
(2.76%)
41.75%
(9) Other 3,038
(9.31%)
0.85% 3,228
(6.26%)
0.92%
Total
 
92,992
(8.12%)
6.22% 100,515
(8.09%)
6.76%

B. Service sector

In the service sector, "travel services" (3.8971 trillion yen) accounted for the largest share.
 

Scale of the B-to-C EC market in the service sector

Classification 2018 2019
Market scale
(100 million yen)
Market scale
(100 million yen)
*Below: Y/Y change
(1) Travel services 37,186
(10.27%)
38,971
(4.80%)
(2) Eating and drinking services 6,375
(41.61%)
7,290
(14.34%)
(3) Ticket sales 4,887
(6.34%)
5,583
(14.25%)
(4) Financial services 6,025
(-0.79%)
5,911
(-1.90%)
(5) Beauty services 4,928
(17.67%)
6,212
(26.06%)
(6) Other (medical services, insurance, housing-related services, education, etc.) 7,070
(9.00%)
7,706
(9.00%)
Total
 
66,471
(11.59%)
71,672
(7.82%)

C. Digital sector

In the digital sector, "online games" (1.3914 trillion yen) accounted for the largest share.

Scale of the B-to-C EC market in the digital sector

Classification 2018 2019
Market scale
(100 million yen)
Market scale
(100 million yen)
*Below: Y/Y change
(1) Electronic publication (e-books and e-magazines) 2,783
(7.57%)
3,355
(20.58%)
(2) Paid music distribution 645
(12.51%)
706
(9.56%)
(3) Paid video distribution 1,477
(12.00%)
2,404
(62.76%)
(4) Online games 14,494
(3.00%)
13,914
(-4.00%)
(5) Other 984
(6.00%)
1,043
(6.00%)
Total
 
20,382
(4.64%)
21,422
(5.11%)

(2) Scale of the domestic EC market (consumer to consumer (C-to-C))

In recent years, the C-to-C EC market has been dramatically expanding as an EC channel. In light of this trend, METI has been estimating the scale of the market in Japan since the 2016 survey.

The scale of the C-to-C EC market in 2019 is estimated to be 1.7407 trillion yen (up by 9.5% from the previous year).

Estimated scale of C-to-C EC market (unit: 100 million yen)

  2018 2019 Growth rate
C-to-C EC 1.5891 trillion yen 1.7407 trillion yen 9.5%

(3) Market scale of cross-border EC among three countries, namely Japan, the U.S., and China

In 2019, the market scale of cross-border EC among three countries, namely Japan, the U.S., and China, increased in all countries. In particular, the amount purchased through cross-border EC by Chinese consumers from Japanese business operators was 1.6558 trillion yen (up by 7.9% from the previous year), and that from U.S. business operators was 2.0094 trillion yen (up by 16.3% from the previous year), showing continuous increases.

 
Scale of cross-border EC among Japan, the U.S., and China

Country Amount purchased through cross-border EC Growth rate
Japan 317.5 billion yen 14.8%
U.S. 1.5570 trillion yen 11.8%
China 3.6652 trillion yen 12.3%

2. Outline of the E-Commerce Market Survey

Since FY1998, this survey has been conducted every year, aiming to discover the trends in the EC market and the current state of users. This was the 22nd survey.

The survey has been investigating the state of the domestic market scale of business-to-consumer, business-to-business and consumer-to-consumer EC, as well as the market trends in B to C cross-border EC (among Japan, the U.S., and China).

*Note:
The EC ratio in this survey refers to the ratio of the e-commerce market scale to the total amount of overall commercial transactions. The subjects for calculating the EC ratio for B to C-EC and B to B-EC are selected respectively from merchandising businesses and business types except those falling into the “other” category in the industrial classification system.

See the following document for the details of this survey.

Related document

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Information Economy Division, Commerce and Information Policy Bureau

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