Checkout process

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Unlike in many countries worldwide, returns and exchanges are not assumed in Japan. However, customer expectations are changing due to the influence of Amazon.

Retailers in Japan are not legally obligated to accept returns or exchanges. But they are required to display a clear returns policy on their websites. If conditions are not stated, consumers are then entitled to return a product within 8 days without having to give a reason.

Surveys have suggested that many Japanese online shoppers are dissatisfied with return experiences when croatia mobile database purchasing from eCommerce sites. Most shoppers check the returns policy before purchasing. The inability to return goods and short returns deadlines are significant factors in consumers deciding not to proceed with purchases.

A generous, simple and streamlined returns policy could be key to attracting and retaining customers.

Payment methods

Payment methods
While most online shoppers in Japan now favour credit card payments and other digital options, the more traditional payment methods remain popular. E-commerce sites could gain greater traction by offering convenience store (konbini) payments or cash on delivery. Familiar payment options inspire trust, enhance customer loyalty and minimise shopping cart abandonment. It should also be noted that buy now pay later options and instalment payments are becoming increasingly attractive to Japanese shoppers.



Japanese consumers definitely value convenience and efficiency. For this reason, there is a noticeable preference for streamlined checkout processes.


Loyalty programs
Loyalty programs tend to work well in Japan where many shoppers are drawn to websites featuring reward systems such as Rakuten Points. These offer incentives for repeat purchases and assist greatly in customer retention. Any eCommerce site would benefit from the addition of a loyalty program.