GMO MakeShop's 'makeshop byGMO' Achieves Record 380.4 Billion Yen Annual Transaction Volume, Leading the Industry for 14 Consecutive Years
GMO MakeShop Inc. announced that its 'makeshop byGMO' reached a record annual transaction volume of 380.4 billion yen in 2025, maintaining its top position in Japan for 14 years. Data reveals trends in 'value-based consumption' and the 'subscription of consumption' via recurring purchases.
📋 Article Processing Timeline
- 📰 Published: April 22, 2026 at 21:00
- 🔍 Collected: April 23, 2026 at 00:02 (3h 2m after Published)
- 🤖 AI Analyzed: April 23, 2026 at 03:09 (3h 7m after Collected)
GMO Internet Group's GMO MakeShop Inc. (CEO: Noriyoshi Mukaihata) announced that its EC construction SaaS 'makeshop byGMO' reached an annual transaction volume of 380.4 billion yen in 2025 (110.9% YoY), setting a new record. The service has achieved the No. 1 annual transaction volume in the domestic EC construction SaaS industry for 14 consecutive years (*1).
Analysis of purchase data accumulated in 'makeshop byGMO' reveals trends in consumer behavior for own EC sites. The average purchase price on own EC sites reached more than four times that of EC malls, and transaction volume from recurring purchases grew significantly by 133.6% YoY. Despite rising prices, behaviors such as 'value-based consumption,' prioritizing added value over price, and the 'subscription of consumption,' continuing use through recurring purchases, are progressing.
(*1) Based on a comparison of SaaS-type numerical values from announcements by EC construction service operators (internal survey as of April 2026).
[Current State of the EC Market and Changes in Consumer Behavior]
According to the Ministry of Internal Affairs and Communications, the percentage of households using online shopping in Japan has increased to 56.9% (*2), and the EC market continues to expand. In 2024, the B2C-EC market size for products reached 15.2194 trillion yen (up 103.7% YoY), and the B2B-EC market size reached 514.4069 trillion yen (up 110.6% YoY) (*3).
On the other hand, while a tendency toward saving is strengthening in overall consumption due to high prices, 'makeshop byGMO' has confirmed different consumption trends. Changes in buying behavior, such as rising average purchase prices and the expansion of recurring purchases, pushed up the growth of transaction volume.
Furthermore, initiatives to support EC operators in expanding sales, such as the spread of ID payments and improvements to payment screens to enhance the purchasing experience, are also factors contributing to growth.
[Two Consumption Trends Shown by Purchase Data]
1. Expansion of 'Value-Based Consumption' — Average Purchase Price on Own EC Grows to 136.6% over 5 Years, Over 4 Times the EC Mall Average
As of December 2025, the average purchase price for own EC sites was 17,078 yen, growing to 136.6% compared to January 2021. This significantly exceeds the rise in the Consumer Price Index (*4) during the same period and is more than four times the EC mall average of 3,527 yen (*5). Unlike EC malls where price comparison is easy, 'nominated buying' is mainstream for own EC sites, and this difference in purchasing structure is reflected in the unit price difference.
Two factors have been confirmed for this unit price increase:
- Demand for Added Value: In the 2025 transaction volume by category, 'Others' (18.8%), including highly specialized products, was the largest, followed by 'Home Appliances/AV Equipment/Cameras' (16.6%). Motivation for quality, warranty, and support contributes to the unit price increase.
- Life Event Demand: The average purchase price peaks in March when demand for new lifestyle stages concentrates. Particularly in the 'PC/Peripherals' category, it reached 50,609 yen in March 2025, the highest of all categories.
2. Acceleration of 'Subscription of Consumption' — Recurring Purchase Transaction Volume is 133.6% of the Previous Year
The number of shops introducing the 'Recurring Purchase Function' increased to 104.8% YoY, and the transaction volume for recurring purchases grew to 133.6% YoY, significantly exceeding the growth rate of overall transaction volume. By category, 'Food/Sweets' (24.6%), 'Beauty/Cosmetics/Perfume' (23.3%), and 'Health/Diet' (16.9%) occupied the top spots, making the shift from one-time purchases to continuous use clear.
Analysis of purchase data accumulated in 'makeshop byGMO' reveals trends in consumer behavior for own EC sites. The average purchase price on own EC sites reached more than four times that of EC malls, and transaction volume from recurring purchases grew significantly by 133.6% YoY. Despite rising prices, behaviors such as 'value-based consumption,' prioritizing added value over price, and the 'subscription of consumption,' continuing use through recurring purchases, are progressing.
(*1) Based on a comparison of SaaS-type numerical values from announcements by EC construction service operators (internal survey as of April 2026).
[Current State of the EC Market and Changes in Consumer Behavior]
According to the Ministry of Internal Affairs and Communications, the percentage of households using online shopping in Japan has increased to 56.9% (*2), and the EC market continues to expand. In 2024, the B2C-EC market size for products reached 15.2194 trillion yen (up 103.7% YoY), and the B2B-EC market size reached 514.4069 trillion yen (up 110.6% YoY) (*3).
On the other hand, while a tendency toward saving is strengthening in overall consumption due to high prices, 'makeshop byGMO' has confirmed different consumption trends. Changes in buying behavior, such as rising average purchase prices and the expansion of recurring purchases, pushed up the growth of transaction volume.
Furthermore, initiatives to support EC operators in expanding sales, such as the spread of ID payments and improvements to payment screens to enhance the purchasing experience, are also factors contributing to growth.
[Two Consumption Trends Shown by Purchase Data]
1. Expansion of 'Value-Based Consumption' — Average Purchase Price on Own EC Grows to 136.6% over 5 Years, Over 4 Times the EC Mall Average
As of December 2025, the average purchase price for own EC sites was 17,078 yen, growing to 136.6% compared to January 2021. This significantly exceeds the rise in the Consumer Price Index (*4) during the same period and is more than four times the EC mall average of 3,527 yen (*5). Unlike EC malls where price comparison is easy, 'nominated buying' is mainstream for own EC sites, and this difference in purchasing structure is reflected in the unit price difference.
Two factors have been confirmed for this unit price increase:
- Demand for Added Value: In the 2025 transaction volume by category, 'Others' (18.8%), including highly specialized products, was the largest, followed by 'Home Appliances/AV Equipment/Cameras' (16.6%). Motivation for quality, warranty, and support contributes to the unit price increase.
- Life Event Demand: The average purchase price peaks in March when demand for new lifestyle stages concentrates. Particularly in the 'PC/Peripherals' category, it reached 50,609 yen in March 2025, the highest of all categories.
2. Acceleration of 'Subscription of Consumption' — Recurring Purchase Transaction Volume is 133.6% of the Previous Year
The number of shops introducing the 'Recurring Purchase Function' increased to 104.8% YoY, and the transaction volume for recurring purchases grew to 133.6% YoY, significantly exceeding the growth rate of overall transaction volume. By category, 'Food/Sweets' (24.6%), 'Beauty/Cosmetics/Perfume' (23.3%), and 'Health/Diet' (16.9%) occupied the top spots, making the shift from one-time purchases to continuous use clear.