Hobby & Leisure market in Japan

The Japanese Hobby & Leisure eCommerce market is predicted to reach US$28,478.3 million by 2023 and accounts for 22.8% 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 2023-2027) will be 7.3%, resulting in a projected market volume of US$37,709.5 million by 2027. 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.

Market development

eCommerce revenue development in the Toys market in Japan

The Japanese Toys eCommerce market is predicted to reach US$2,694.3 million by 2023 and accounts for 9.5% 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 2023-2027) will be 8.1%, resulting in a projected market volume of US$3,684.8 million by 2027. The Toys 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, Flowers & Gifts, Media, Musical Instruments, Other Hobby & Leisure, Pet Supplies, Smoking Supplies, Sports Equipment, and Stationery, Crafts & Art Supplies.

eCommerce revenue development in the Toys 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 Toys 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

2020 2021 2022 2023 2024 2025 2026 2027
Revenue (in mUS$) 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Growth (in %) 42.8 77.0 61.8 87.5 37.7 84.1 76.6 50.2
AOV (in US$) 1.0 0.3 0.5 0.9 0.3 0.2 0.6 0.9
CVR (in %) 85.4 51.0 71.4 33.9 71.4 28.4 23.1 18.2
AOV: Average Order Value CVR: Conversion Rate

Online share

eCommerce online share of the total Toys 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 Toys retail market, the online share is 9.0% and will increase by an average of 9.3% to 12.8% by 2027.

eCommerce online share of the total Toys market in Japan

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

2020 2021 2022 2023 2024 2025 2026 2027
Online share (in %) 2.1% 30.4% 44.3% 84.5% 24.0% 68.7% 88.7% 77.7%

Top stores

Top five Toys online stores in Japan by net sales 2022

With sales in the Japanese Toys market, amazon.co.jp generated a revenue of US$513.3 million in 2022, which means it is the leading online store in this market. The Toys ranking of Japan is based on all online stores that generated sales in this market in 2022. 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 Toys market in Japan in 2022

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
Favicon no-access-0 no-access-0
US$900.0m
20.7%
US$8,300.0m 8.3%
Favicon no-access-1 no-access-1
US$550.0m
12.0%
US$4,600.0m 12.4%
Favicon no-access-2 no-access-2
US$470.0m
3.9%
US$1,190.0m 33.6%
Favicon no-access-3 no-access-3
US$430.0m
20.6%
US$2,122.0m 18.0%
Favicon no-access-4 no-access-4
US$370.0m
20.7%
US$1,814.0m 12.6%

See further stores

Worldwide - Toys Japan - Toys Japan - All Categories

Market definition

Definition of the Toys market within the Hobby & Leisure market

Market definition: Hobby & Leisure > Toys In the category Toys digital channels are used to sell a variety of products, including baby and toddler toys (e.g. cuddly toys, rattles) and games (e.g. board games, card games). Not part of the category are video games and collectibles. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Baby and toddler toys (e.g. cuddly toys, rattles)
  • Games (e.g. board games, card games)

Out-of-scope

  • Video Games
  • Collectibles