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Japan’s shrinking consumer journey and what it means for brands

Against a backdrop of speed, convenience and digital agility, consumers’ path from consideration to purchase is shrinking at a never-before-seen rate in Japan. WPP’s Managing Director of Marketing and Growth in Japan, Kota Takaichi, shares how brands should navigate this new consumer reality.

Kota Takaichi

Managing Director of Marketing and Growth, WPP

published on

22 January 2025

A woman wearing a light gray bucket hat and white sweater is using a vending machine at night in an urban area illuminated by vibrant neon lights and colorful storefronts in the background

The Japanese consumer journey is shrinking. Driven by ubiquitous mobile connectivity, a dense network of points-of-sale and vending machines breeding a culture of convenience, the path from discovery to purchase in Japan is often remarkably short – sometimes just a matter of seconds. For brands, this presents both a challenge and an opportunity. Understanding the nuances of this compressed consumer journey is crucial for success in the Japanese market.

In Tokyo, you cannot walk a single block without coming across a point of purchase. From the abundant konbini (convenience stores) to the millions of vending machines dispensing everything from hot ramen and macarons to airplane meals from around the world, purchase opportunities are everywhere. This, coupled with the widespread adoption of mobile payments, creates a frictionless path to purchase. Consumers are always just moments away from satisfying their needs, making speed and convenience critical for brands to seize opportunities to intercept and influence purchase decisions effectively.

The micro-moment advantage

This compressed journey emphasises the importance of micro-moments – fleeting instances when consumers turn to their devices to act on a need. Whether it's searching for a nearby coffee shop, comparing product reviews or making a last-minute purchase, these micro-moments are where brands can win or lose. Most consumers purchase using their phones, highlighting the importance of mobile optimisation and a seamless mobile experience. Brands must be present and ready to engage consumers at these critical junctures.

While speed and convenience are paramount, brands shouldn't neglect the importance of building brand equity within these compressed journeys. Even in the fast-paced Japanese market, brands must connect with consumers on an emotional level. Brands mustn’t forget to focus on creating brilliant ideas that resonate with people, regardless of the technology used. This means crafting compelling narratives, crafting impactful creative and leveraging culturally relevant themes all in an effort to build authentic connections.

From social to purchase: seamless conversions

As with most global markets, social media is a powerful driver of consumer behaviour in Japan. X (formerly Twitter) is a huge platform in the market, perhaps owing to the concise and direct communication style on the platform that resonates with the single-language and single-minded nature of Japanese society. Instagram and TikTok have expanded beyond Gen Z. “Insta-grandmas” share retro fashion, and business elites post investment tips on TikTok – both often linking directly to products and services.

Japan’s top social super app, LINE, further illustrates the potential of social platforms to drive not only awareness but direct sales. By integrating social commerce features and creating shoppable posts, brands can shorten the path to purchase and capitalise on micro-moments of consumer intent.

Brands that succeed in their commerce strategies in Japan will focus on agile, mobile-first activations that have a strong story at the centre:

  • Optimise for each platform: Social media isn’t one-size-fits-all. Brands must tailor content to each platform, as consumers use them for different purposes and goals.
  • Master the micro-moment: Be present and ready to engage consumers at those critical moments of intent, focusing on strategies that enable agility.
  • Connect emotionally: Craft compelling narratives and build authentic connections, even within short journeys.
  • Embrace social commerce: Leverage social platforms to drive direct sales and shorten the path to purchase.

By understanding the dynamics of Japan's shrinking commerce journeys and adopting these key strategies, brands can effectively capture consumer attention, build lasting relationships, and drive success in this unique and dynamic landscape.

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