Hobby & Leisure market in Japan

The Japanese Hobby & Leisure eCommerce market is predicted to reach US$20,298.8 million by 2025 and accounts for 17.5% of the total eCommerce market in Japan. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2025-2029) will be 2.9%, resulting in a projected market volume of US$22,729.5 million by 2029. Within the Hobby & Leisure market ECDB considers the following twelve sub-markets: Media, Sports Equipment, Stationery, Crafts & Art Supplies, Pet Supplies, Toys, Bullion & Precious Metal, Camping & Adventure, Musical Instruments, Flowers & Gifts, Other Hobby & Leisure, Erotic & Adult, and Smoking Supplies.

Monthly revenues

Monthly eCommerce revenues in the Japanese Flowers & Gifts market

The monthly eCommerce revenue of the Japanese Flowers & Gifts market was US$46 million in April 2025. This refers to a growth of -1.5% compared to March 2025. Within the last 12 months, the monthly revenue share was the highest in May 2024 with 9.7% of the total 2024 revenue of the Japanese Flowers & Gifts market and the lowest in September 2024 with 7.3% of the total 2024 revenue.

Revenue Last Month

US$45.8m

The eCommerce revenue fell by 1.5% from March 2025 to April 2025.

04-2025-1.5%

Monthly revenue shares in the last 12 months

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

0-20251-20252-20253-20254-20255-20256-20257-20258-20259-202510-202511-2025
Revenue (in mUS$)0.00.00.00.00.00.00.00.00.00.00.00.0
Monthly revenue share (in %)7.873.20.145.182.83.39.242.236.48.098.956.0

Market development

eCommerce revenue development in the Flowers & Gifts market in Japan

The Japanese Flowers & Gifts eCommerce market is predicted to reach US$592.3 million by 2025 and accounts for 2.9% of the Hobby & Leisure eCommerce market in Japan. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2025-2029) will be 2.3%, resulting in a projected market volume of US$648.2 million by 2029. The Flowers & Gifts eCommerce market is a sub-market of the Hobby & Leisure market. Further categories within the Hobby & Leisure market are: Bullion & Precious Metal, Camping & Adventure, Erotic & Adult, Media, Musical Instruments, Other Hobby & Leisure, Pet Supplies, Smoking Supplies, Sports Equipment, Stationery, Crafts & Art Supplies, and Toys.

eCommerce revenue development in the Flowers & Gifts market in Japan

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Flowers & Gifts market in Japan

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)95.21.135.795.282.582.977.038.1

Online share

eCommerce online share of the total Flowers & Gifts market in Japan

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Japanese Flowers & Gifts retail market, the online share is 10.8% and will increase by an average of 6.5% to 13.9% by 2029.

eCommerce online share of the total Flowers & Gifts market in Japan

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)78.8%4.1%35.4%78.0%3.7%95.5%77.9%85.6%

Top stores

Top five Flowers & Gifts online stores in Japan by net sales 2024

With sales in the Japanese Flowers & Gifts market, amazon.co.jp generated a revenue of US$41.1 million in 2024, which means it is the leading online store in this market. The Flowers & Gifts ranking of Japan is based on all online stores that generated sales in this market in 2024. Due to a country- and category-dependent approach, both national and international online stores can be part of the ranking. The graph shows a filtered revenue. It only includes national sales within the respective market.

eCommerce net sales generated in the Flowers & Gifts market in Japan in 2024

in million US$

Note: First party net sales generated after deduction of returns, allowances for damaged or missing goods and any discounts allowed

Source: Annual report, secondary sources, ECDB analysis

Filtered revenue / share
Global revenue
Growth
no-access-0
US$900.0m
20.7%
US$8,300.0m8.3%
no-access-1
US$550.0m
12.0%
US$4,600.0m12.4%
no-access-2
US$470.0m
3.9%
US$1,190.0m33.6%
no-access-3
US$430.0m
20.6%
US$2,122.0m18.0%
no-access-4
US$370.0m
20.7%
US$1,814.0m12.6%

See further stores

Worldwide - Flowers & Gifts Japan - Flowers & Gifts Japan - All Categories

Market definition

Definition of the Flowers & Gifts market within the Hobby & Leisure market

Market definition: Hobby & Leisure > Flowers & Gifts The category Flowers & Gifts includes the online trade of fresh cut flowers, bouquets, gift baskets, and more. Online stores dedicated to the sale of plants (e.g. succulents, ferns, orchids), garden equipment or gift certificates or vouchers are not considered. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Fresh cut flowers
  • Bouquets
  • Gift baskets
  • Greeting cards
  • Gift wrapping and packaging
  • Occasion-specific decorations
  • Gifts for special occasions (e.g. birthdays, weddings, anniversaries, baby showers)

Out-of-scope

  • Plants (e.g. succulents, ferns, orchids)
  • Garden equipment
  • Gift certificates or vouchers