Rising living costs are reshaping shopping habits in Japan, with more consumers turning to platforms that deliver better value. A new survey shows that Japanese shoppers are becoming more intentional with their purchases, with cost-effectiveness emerging as a priority.
The study, conducted by Ipsos and commissioned by Temu, found that about 70 percent of online shoppers in Japan prioritize affordable pricing without compromising on quality.
Among Temu users, 76 percent said they save money on everyday purchases，highlighting Temu’s role as a practical, cost-saving solution.
The Ipsos Online Shopping Trends Survey, conducted in June 2025, included 2,000 respondents aged 20 to 69 across Japan.
Respondents who use Temu tend to be in their 20s and are often part of working households with children. They reported an average annual household income of ¥7.06 million (US$ 47,881), exceeding the average for general e-commerce users. Their purchasing behavior reflects strong digital fluency and a sharp focus on cost performance.
Key Findings From the Survey
- Online shopping is routine: 80 percent of respondents shop online at least once per month.
- Affordability drives decisions: About 70 percent of online shoppers prioritize low prices with acceptable quality.
- Smart shopping habits: More than 40 percent of respondents use coupons, compare prices, or avoid unnecessary purchases.
