Logistics with the Consumer in Mind

For Japanese consumers it is most important to have free delivery of orders. An average transit time of 6.3 days is being accepted (global average). Comfortable home delivery, flexible opening hours, and complete price transparency are the central drivers for distance selling in Japan. When ordering from abroad, the fear of fraudulent intentions is the major barrier for Japanese distance selling clients. With more than 50% agreement, this value is significantly above the global average. Lack of product availability and lower prices are the main drivers for cross-border shopping. [1]


Japan‘s society is very much concentrated in urban areas. Accordingly, the majority of eCommerce customers lives in urban centers. The group of heavy users can be increasingly found in the group of older consumers, who do not work anymore. Within this group only 46.4% are using mobile devices, which is significantly below the global average. [2]


To return a product seems to be a sign of discourtesy in the opinion of Japanese distance selling customers. Barely every seventh consumer returned products in the past. The rate of returns is with 2% respectively low and significantly below the global average. A return is mainly caused by a faulty product. It almost never happens in Japan that a product is returned because the consumer is generally unsatisified with it. So far, it has been unthinkable in Japan to purposefully order several variants for selection. [3]


  1. DHL eCommerce "Shop the World!"
  2. DHL eCommerce "Shop the World!"
  3. DHL eCommerce "Shop the World!"

127 million


$1,858.9 billion

OECD Risk Score: