Report

Japan quick commerce market is projected to witness a CAGR of 21.00% during the forecast period FY2025-FY2032, growing from USD 3.88 billion in FY2024 to USD 17.85 billion in FY2032.
Quick Commerce, the growth of which was propelled majorly by the COVID-19 pandemic, continues to thrive due to the unparalleled convenience, efficiency, and accessibility it provides to all. During the pandemic, lockdowns and social distancing regulations paved the way for increased deployment of e-commerce platforms and online shopping, which further led to a demand for speed and convenience. According to the Survey of Household Economy conducted by Japan's Ministry of Internal Affairs and Communications ("MIC"), in December 2021, 56% of Japanese households shopped online as compared to 49% of Japanese households who shopped online during a pre-COVID survey in December 2019.
Japan consumers maintain a very strong civic sense and a regard for hygiene. This shifting trend in consumer behavior has not fizzled out even after the pandemic, stipulating a lasting impact on consumer behavior and a promising future for quick commerce business in Japan.
People from Japan immensely prioritize convenience amidst their busy and rushed lifestyle. Consequently, quick commerce caters to the demand for instant gratification among urban consumers, be it the youth, officegoers, or the aged population searching for a hassle-free shopping experience.
Navigating the congested metropolitan surroundings, this 3rd generation of trade is witnessing remarkable growth driven by shifting consumer behaviors, busy lifestyles, escalating demand for speed and convenience, technological advancements, and easy access to various products under one roof.
For example, in January 2022, Z Holdings initiated a quick commerce service, "Yahoo! JAPAN Mart" in Tokyo. The company set up 8 locations in Tokyo, storing 1500 types of goods, ranging from toilet paper to alcoholic beverages and more, supplied by its business e-commerce affiliate Askul. Users could order from the food delivery app Demae-can, and its staff would complete the delivery in a minimum of 15 minutes.
Convenience Store Chains Riding the Wave of Quick Commerce in Japan
Japan has a longstanding culture of prioritizing convenience, evident in its omnipresent and indispensable convenience stores (Konbini) such as 7-Eleven, FamilyMart, and Lawson, especially in densely populated urban cities such as Tokyo, Yokohama, Osaka, and Kagawa. Due to long working hours, hectic schedules, and fast-paced modern lifestyles, convenience reigns supreme in Japan. Apart from groceries and food, Japanese Konbini simplifies consumers' routine lives with services such as Wi-Fi, ATMs, bill payments, pick-up packages, ticket reservations, and more, all under one place.
While most convenience stores are open 24/7, there have recently been reported labor shortages, and nearly 12% of Japan convenience stores would not function for 24 hours.
Among Seven-Eleven Japan, Lawson and FamilyMart Co., the proportion of stores with shortened business hours was relatively low at around 8% to 10%, compared with other smaller operators. Seicomart, the largest convenience chain in Hokkaido, northern Japan, logged the highest rate of cutting business hours at 87%. Although the convenience factor has always bolstered the growth of quick commerce in Japan, the surfacing labor shortage pushes the growth bar even further now.
Aging Population and Youth- the Top Seekers of Comfort
Japan's aging population is a critical driver spearheading quick commerce growth. Elderly consumers face mobility challenges, and quick commerce provides valuable solutions by delivering everyday essentials and premium products directly to their doorsteps.
According to data released by the Ministry of Internal Affairs and Communications in September 2024, Japan's elderly accounted for 29.3% of Japan's total population, reaching a record high of 36.25 million people.
Younger generations, like Gen Z and millennials, who are always in a rush and on the go, are also contributing to the surge in Japan quick commerce. They seek convenience without compromising their priority tasks, and that is exactly what quick commerce delivers. This is further propelled by factors such as all-pervasive access to the internet, smartphones, and digital payments.
In June 2024, Uber Eats launched the "Pick Pack Pay" service in Japan to strengthen and disseminate quick commerce by enabling couriers to shop for groceries at partner stores and deliver them directly to customers' homes. This process streamlines the shopping experience without the hassle, offering consumers convenient access to a wide range of products without leaving the comfort of their homes.
Innovations Enhancing Logistics, Delivery, and Customer Engagement
Japan's commitment to innovation has significantly amplified the quick commerce sector. In the age of digitalization, the penetration of smartphones, and the democratization of the internet have completely altered the way consumers shop. With the rising demand for quick commerce, it becomes paramount to leverage technology and streamline the ordering and delivery process, while also enhancing customer experience. Brands use artificial intelligence and machine learning to reduce costs and improve efficiency. Alongside this, maintaining logistics becomes a bigger problem when dealing with the mounting orders and tight delivery deadlines. While central warehouses integral to traditional retail cannot fulfill the needs of the hour, it demands integrated multiple mini stores; known as dark stores to expedite order fulfillment in quick commerce.
Furthermore, predictive analytics help with forecasting demands and maintaining the supply chain, thereby preventing the shortage of stock of best-selling products. Japan's aging population and compressing workforce have led to a shortage of delivery drivers and logistics personnel in the quick commerce sector. To combat the issue, automated facilities for warehouses and drone delivery methods are the latest additions in a bid to enhance speed and lessen operating expenses.
For instance, in early 2024, Uber Eats joined forces with Mitsubishi Electric and Cartken, a robotics venture, to execute self-driving robots for food delivery in Japan. These robotic couriers comply with Japan's stringent tech standards and complex regulations. The collaboration also targeted pain points like labor shortages and sustainable delivery solutions.
Future Market Scenario (FY2025 - FY2032F)
- The integration of advanced technologies, artificial intelligence, and automation will continue to modify Japan quick commerce market. These innovations will enable demand forecasting, supply chain efficiency, compatible user interface, and ultimately accomplish customer satisfaction.
- While the product portfolio has expanded, it is forecasted to diversify more and cater to a wide range of immediate needs.
- Strategic partnerships and mergers may become more prevalent to streamline complex processes and enhance operations.
Key Players Landscape and Outlook
Japan quick commerce landscape is on a positive trajectory toward reaping its full potential. Brands are constantly evolving, shapeshifting, and staying on top of trends to benefit both: the businesses involved and the end consumer. Consumers are not demanding quick deliveries for just groceries anymore; they want a suite of products ranging from personal care and household essentials to pharmaceuticals, apparel, electronics and more. The quick commerce domain in Japan is witnessing an influx of technologies such as AI, automation, and predictive analytics. Developing technologies and collaborations will increase competition in this constantly evolving market. However, Japan's rigid regulations on food safety and quality control have impeded foreign quick commerce companies from foraying into Japan quick commerce market.
On July 11, 2024, Rakuten Symphony announced the full-scale commercial launch of "Rakuten NEO", an AI-based IoT solution equipped with futuristic machine learning algorithms and sensor technology. Targeted to support unmanned businesses, this technology focuses on enhancing space management and reducing operational costs.