GMO Makeshop's 'makeshop byGMO' Achieves No. 1 Annual GMV in Japan's EC SaaS Industry for 14 Consecutive Years, Reaching 380.4 Billion JPY

GMO Makeshop Co., Ltd. (CEO: Kensuke Mukaiyata), a member of the GMO Internet Group, announced that its EC construction SaaS 'makeshop byGMO' achieved an annual GMV (Gross Merchandise Volume) of 380.4 billion JPY in 2025 (110.9% YoY), setting a new record. This marks the 14th consecutive year the service has been ranked No. 1 in the domestic EC construction SaaS industry based on company-disclosed figures for SaaS-type services as of April 2026.

Furthermore, an analysis of purchase data accumulated within 'makeshop byGMO' revealed distinct trends in consumer behavior on owned EC sites. The average order value at these sites reached more than four times that of general EC malls, and GMV from recurring (subscription) purchases grew significantly to 133.6% YoY. Despite rising prices, consumers are increasingly engaging in 'Value Consumption'—prioritizing added value over price—and the 'Subscriptionization of Consumption,' characterized by continuous usage through recurring purchases.

According to the Ministry of Internal Affairs and Communications, the percentage of Japanese households using online shopping has increased to 56.9%, and the EC market continues to expand. In 2024, the B2C-EC market for physical goods reached 15.2194 trillion JPY (up 103.7% YoY), and the B2B-EC market reached 514.4069 trillion JPY (up 110.6% YoY). While overall consumption shows a saving-oriented trend due to inflation, 'makeshop byGMO' observed a different pattern where rising average unit prices and the expansion of recurring purchases pushed growth.

Two Key Trends Indicated by Data:

1. Expansion of 'Value Consumption': The average order value for owned EC sites reached 17,078 JPY as of December 2025, representing 136.6% growth compared to January 2021. This significantly outpaces the rise in the Consumer Price Index and is more than four times the EC mall average of 3,527 JPY. This difference stems from the fact that 'destination shopping' (specifically looking for a brand) is mainstream on owned EC sites, unlike malls where price comparison is the norm.

2. Acceleration of 'Subscriptionization': The number of shops adopting the 'Recurring Purchase Function' increased by 104.8% YoY, while the GMV from such purchases jumped to 133.6% YoY, far exceeding the overall GMV growth rate. Key categories include 'Food/Confectionery' (24.6%), 'Beauty/Cosmetics' (23.3%), and 'Health/Diet' (16.9%), showing a clear shift from one-time purchases to continuous utilization.