Pet e-commerce booms, favouring platforms and brands

Japan’s online market for pet products is forecast to reach JPY 438.8 billion by 2030, up 28.4% from 2024. This underscores the intertwining of pet ownership and digital shopping. A survey by Fuji Keizai estimates sales of JPY 361.2 billion in 2025, with large platforms such as Amazon and Rakuten Ichiba capturing just under 80% of the pie, thanks to loyalty-point ecosystems and logistics muscle. Yet, manufacturer-run sites are growing quickly, using data-rich, branded experiences and health-focused services to differentiate commoditised kibble and cat litter.