Investigation into the reality of purchasing behavior: "Chosen by price, decided by reviews" in an oligopolistic structure where 63.4% use e-commerce, with Amazon and Rakuten accounting for 76%

Spollup Inc. (Headquarters: Chofu City, Tokyo; Representative Director: Shinjiro Yamamoto) conducted a survey on the actual usage of e-commerce targeting consumers nationwide. This survey revealed consumer behavior patterns in the e-commerce market. The main points are as follows:

• E-commerce usage rate is 63.4%, with a large number of regular users.

• The combined usage rate of Amazon and Rakuten exceeds 76%, indicating an oligopolistic state.

• The most important consideration when purchasing on e-commerce is "price" (55%).

• The percentage of people who check reviews before purchasing is 82.0%.

• A high savings-oriented mindset was recorded at 77.2%.

In the future market, it is believed that the reasons for consumers' choices will evolve, and beyond advertising and customer attraction measures, how prices are presented, the quality of reviews, and strategic design for each platform will become increasingly important.

■ Survey Overview

Survey method: Internet survey

Target audience: Males and females aged 15-99 nationwide

Number of valid responses: 6000 people

Survey period: March 2026

Survey conducted by: Spollup Inc.

A detailed report, including cross-tabulations by attribute and between questions, can be obtained free of charge via a specific access link. For inquiries to Spollup Inc., please contact the following:

■ Contact Information regarding this matter

Spollup Inc.

Contact person: Kato

Email: admin@spollup.jp

URL: https://spollup.jp/contact/

● Details of Survey Results

■ E-commerce: From a "Special Channel" to a "Life Infrastructure"

The percentage of people who used e-commerce in the past three months reached 63.4%, with almost no difference observed by gender.

E-commerce is no longer a service limited to a few users but has deeply permeated daily life.

■ Market Dominated by Two Major Players: Amazon and Rakuten

Amazon and Rakuten stood out among the services used, together accounting for over 76%.

Consumers' purchasing behavior shows a strong tendency to be completed on specific platforms.

■ Purchase Decision Triggered by "Price"

The most emphasized factor when choosing products on e-commerce is "price," with 55% responding that it is their top priority.

Furthermore, 77.2% of respondents indicated an increased awareness of saving money, showing that price comparison is a prerequisite.

■ Final Decision is Held by "Reviews"

82.0% of people check reviews before purchasing, with this trend being particularly noticeable among women and for purchases of lifestyle-related goods.

Reviews are no longer just reference information but have become an important factor influencing decision-making.

■ Analysis: Decision-Making Structure in E-commerce

From the results of this survey, consumer purchasing behavior can be organized into the following structure:

• Enters consideration based on price

• Makes final decision based on reviews

This structure is considered an extremely rational decision-making process in the current e-commerce environment, where a growing savings-oriented mindset and increased visibility of information are prevalent.

■ Future Implications

In the e-commerce market, beyond mere customer attraction and advertising measures,

* How prices are presented

* Quality and quantity of reviews

* Strategic design for each platform

The design of "reasons for being chosen" such as these is considered important.

■ About the Detailed Report

The detailed analysis report of this survey includes the following contents:

• Purchasing trends by age group and region

• Relationship between purchase categories and savings consciousness

• Correlation analysis between SNS and reviews

• Marketing strategies by segment

• Specific measures directly linked to CVR improvement

▼Click here for a more detailed explanation and free download of materials

(Immediate acquisition with simple form input)

https://spollup.jp/column/research2604

■ Company Profile

Company name: Spollup Inc.

Location: Chofu City, Tokyo

Representative: Shinjiro Yamamoto

Business activities: E-commerce support, marketing support, data analysis

The representative has practical experience at major e-commerce platforms, and the executives are engaged in research work at market research companies. They support corporate growth from both practical and data analysis perspectives.

■ Contact Information regarding this matter

Spollup Inc.

Contact person: Kato

Email: admin@spollup.jp

URL: https://spollup.jp/contact/