While the number of Internet users in Japan is increasing only marginally, Japan’s B2C e-commerce sales are forecast to grow in the low double digits annually between now and 2016.

In its latest “Japan B2C E-Commerce Report 2013”, Hamburg-based secondary market research company yStats.com says B2C e-commerce is growing much faster than the number of Internet users. Higher average spending and increased purchasing online will boost the sector, the report says.

Clothing and food are among the most popular product categories in Japanese B2C e-commerce.

According to the report, in 2012, m-commerce in Japan accounted for almost one quarter of all online revenues. This figure includes mobile payment methods frequently used in over-the-counter retail.

Online market place Rakuten was the most successful player in Japanese B2C e-commerce, followed by Amazon Japan and online fashion shop Nissen.

In 2012, more than three quarters of all Internet users in Japan had a user account with Rakuten. In October 2012, Amazon Japan launched a pick-up option for orders from FamilyMart stores for its customers.

US retailers Gap and Ralph Lauren also seek to participate in the successful Japanese B2C e-commerce market and launched their first online shops there in October 2012.