27-10-2020 | 09:30 - 10:30 CET

How can EU SMEs best take advantage of the e-commerce growth during COVID-19 to better position their products for market entry and expansion in Japan?  

COVID-19 has had a dramatic, potentially long-lasting impact on consumer shopping habits. The e-commerce shift has been described by some as “10 years of growth in 3 months.” In a survey of 100,000 shoppers across markets in Asia (including Japan), 85% say they will continue to purchase items online even after businesses are open and social distancing measures are lifted.

Despite a lower e-commerce penetration rate, Japan remains the fourth largest and is one of the fastest growing e-commerce markets in the world, with forecasts showing 6.8% growth between 2018 and 2022.  With its very developed economy, excellent infrastructure, highly urbanized population, high internet penetration, and single-language culture, Japan is the second largest e-commerce market in the Asia Pacific region and growth is expected to remain steady.

This webinar will provide an overview of Japan’s e-commerce market, highlight some emerging trends in e-commerce in Japan from the perspective of Rakuten, Inc., one of the largest e-commerce players in Japan, and also highlight ways in which EU SMEs can leverage e-commerce as part of their COVID-19 recovery strategy.

The webinar is targeted to EU companies seeking to explore or develop their e-commerce market entry or expansion in Japan.

Registration deadline: 26/10/2020

In 40 minutes from your desk, discover:

  • Who the major e-commerce players/marketplaces are in Japan and their characteristics
  • What are the characteristics and preferences of Japanese consumers/online shoppers
  • What are the emerging trends in e-Commerce due to COVID-19
  • What categories from overseas are popular on e-commerce marketplaces
  • How firms can explore cross-border e-commerce and key considerations for market entry
  • How to market your product in Japan to drive sales
  • 1-2 case studies of successful overseas companies


  • Introduction
  • Expert’s presentation
  • Q&A Session
  • Conclusion

Speaker: Mike Nguyen, Rakuten, Inc., Global Ads Division
ModeratorPauline Laloux, Business Support Coordinator, EU-Japan Centre
Organiser: EU-Japan Centre for Industrial Cooperation - Brussels Office

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