The Japanese online retailer market is concentrated across three major players, Rakuten, Amazon, and Yahoo Shopping, which account for 63% of e-commerce market share. L2’s Digital IQ Index: Japan Beauty finds that Rakuten is the preferred retailer for global, prestige, mass, and local brands, followed by Yahoo Shopping. is favored by the least number of brands in all subcategories.


What’s interesting about the order of preference is that Yahoo shopping is the largest discounter of goods on average, especially for Global brands. On average, products listed by global brands are discounted by 30% vs. 28% on Local brands are discounted more on Yahoo! Shopping as well, 13% vs. 12%.



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