How to read this list
Rank
Position in the Top 27, sorted by audience size from largest to smallest. Updated weekly.
Audience size
Estimated number of unique people in Japan who actively engage with this audience, derived from anonymized search-behavior signals.
Country share
Share of the global audience that is active in Japan. A higher value means the audience is more locally concentrated here.
Avg age
Average age in years across the people who engage with this audience in Japan, derived from anonymized search-behavior signals. A dash means demographic data is not yet available.
Female share
Share of women among the people who engage with this audience in Japan. 50% is gender-balanced; values above mean female-skewed, below mean male-skewed.
Ranking
| Rank | Audience | Audience size | Country share | Avg age | Female share | Subtype |
|---|---|---|---|---|---|---|
| 1 |  Coupons |
17M | 4.8% | 39.0 | 67.1% | E-Commerce |
| 2 |  Group buying |
13M | 17.1% | 32.2 | 69.9% | E-Commerce |
| 3 |  Auction |
2.9M | 2.7% | 35.3 | 52.3% | E-Commerce |
| 4 |  Drop shipping |
2.8M | 2.1% | 40.8 | 59.0% | E-Commerce |
| 5 |  Cyber Monday |
1.9M | 2.1% | 39.2 | 50.5% | E-Commerce |
| 6 |  Online shopping rewards |
1.8M | 12.7% | 29.7 | 70.4% | E-Commerce |
| 7 |  Subscription business model |
1.6M | 1.1% | 39.1 | 45.8% | E-Commerce |
| 8 |  Smart Shopping |
985k | 11.0% | 37.9 | 38.5% | E-Commerce |
| 9 |  Cashback reward program |
832k | 2.2% | 36.9 | 44.4% | E-Commerce |
| 10 |  Cashback website |
352k | 3.7% | 29.3 | 51.2% | E-Commerce |
| 11 |  Public auction |
344k | 3.1% | 37.0 | 46.0% | E-Commerce |
| 12 |  Review |
321k | 0.9% | 29.5 | 59.4% | E-Commerce |
| 13 |  Sustainable packaging |
180k | 4.9% | 48.0 | 41.5% | E-Commerce |
| 14 |  Affiliates |
165k | 23.0% | 27.2 | 65.9% | E-Commerce |
| 15 |  Free shipping |
148k | 0.8% | 34.2 | 78.8% | E-Commerce |
| 16 |  Payment protection insurance |
45k | 2.4% | 25.6 | 51.1% | E-Commerce |
| 17 |  Cyber Monday Deals |
34k | 3.2% | 27.7 | 71.7% | E-Commerce |
| 18 |  Sample sale |
34k | 1.8% | 29.9 | 72.5% | E-Commerce |
| 19 |  Multichannel retailing |
20k | 3.2% | 39.7 | 48.1% | E-Commerce |
| 20 |  Build to order |
6.8k | 0.5% | 44.2 | 70.4% | E-Commerce |
| 21 |  Daily Deals |
906 | 0.0% | 27.3 | 57.3% | E-Commerce |
| 22 |  Luxury packaging |
390 | 0.0% | 44.6 | 61.6% | E-Commerce |
| 23 |  Instant rebate |
342 | 0.1% | 43.0 | 50.7% | E-Commerce |
| 24 |  Virtual goods |
252 | 0.5% | 21.7 | 25.3% | E-Commerce |
| 25 |  Online fashion shop |
199 | 0.0% | 32.2 | 73.7% | E-Commerce |
Want the full picture for any of these audiences?
Open any profile to see psychographics, top regions, peer affinities and demographic splits — all derived from the same anonymized signals.
Frequently asked questions
How is this Top 27 list compiled?
Rascasse aggregates anonymized search-behavior signals across Japan and ranks each e-commerce by its estimated audience size. Only entries with at least 5 measured entities are listed.
How often is the list updated?
The ranking is refreshed weekly from the latest search-behavior data and re-published as a static page.
What is the largest e-commerce in Japan?
Coupons currently leads with an estimated audience of 17M people in Japan.