日本线上购车市场规模、份额、趋势及预测（按车型、动力类型、类别和地区），2025 年至 2033 年

2024年，日本线上购车市场规模达211亿美元。展望未来， IMARC Group预计到2033年，该市场规模将达到536亿美元，2025-2033年期间的复合年增长率（CAGR）为9.80%。市场成长的动力源自于数位化应用的不断成长、对便利性的需求以及AR/VR等沉浸式技术的推动。订阅等灵活的所有权模式吸引了注重成本和环保的消费者。人们对线上交易的信任以及第三方平台的兴起，进一步扩大了日本线上购车市场的份额，满足了精通技术的买家的需求。

日本网上购车市场趋势：

数位平台和虚拟展厅的兴起

向数位平台和虚拟展厅的重大转变极大地支持了日本线上购车市场的成长。随着网路普及率和智慧型手机使用率的提高，消费者开始利用线上管道研究、比较和购买汽车。各大汽车製造商和经销商正在投资 360 度全景、扩增实境 (AR) 和虚拟实境 (VR) 等沉浸式技术，以提升购车体验。这些工具使客户无需前往实体经销店即可探索车辆功能、客製化选项，甚至进行虚拟试驾。此外，第三方线上市场透过提供丰富的库存、透明的定价和用户评论而越来越受欢迎。完全在线上完成交易（包括融资、保险和送货上门）的便利性吸引了繁忙的城市消费者。随着对数位交易的信任度不断提高，越来越多的买家选择端到端的线上购买，这促使传统经销商采用混合或全数位化销售模式。过去两年，二维码扫描数量激增，到2023年将成长433%，全球扫描次数达2,695万次。目前，日本行动支付中基于二维码的使用额达9.46兆日圆（约643.3亿美元），预计到2026年将翻倍。随着二维码支付取代电子货币的兴起，其月度用户已达7580万。日本数位支付格局的转型为更便利的线上购车创造了令人兴奋的可能性。随着精通科技的年轻一代成为购车群体的主导，这一趋势正在加速发展。

订阅式和灵活所有权模式的成长

订阅式和灵活所有权模式的需求日益增长，为日本线上购车市场创造了积极的前景。消费者，尤其是年轻消费者，不再选择长期贷款或租赁，而是选择按月订阅服务，其中包括维护、保险和换车选项。企业透过线上平台提供轻鬆无忧的全包计划，引领着这项转变。这一趋势与全球向出行即服务 (MaaS) 发展的趋势一致，反映了消费者对灵活性和成本可预测性偏好的变化。订阅模式减轻了拥有车辆的经济负担，同时提供了购买更新车型和环保汽车（如电动车和混合动力车）的机会。随着都市化和环境问题的加剧，越来越多的日本消费者青睐这些灵活的替代方案，而非传统的购车方式。线上平台在促进比较、即时批准和无缝入职方面发挥着至关重要的作用，使订阅服务成为日本数位汽车市场成长的主要驱动力。 IMARC Group的研究报告显示，日本电子商务市场在 2024 年的规模达到 2,580 亿美元。预计到 2033 年将成长到 6,928 亿美元，2025 年至 2033 年的年复合成长率(CAGR) 为 11.02%。

日本网上购车市场区隔：

车辆类型洞察：

• 掀背车
• 轿车
• 越野车
• 其他的

推进类型洞察：

• 汽油
• 柴油引擎
• 其他的

类别洞察：

• 二手车
• 新车

竞争格局：

市场研究报告也对竞争格局进行了全面的分析。报告涵盖了市场结构、关键参与者定位、最佳制胜策略、竞争仪錶板和公司评估象限等竞争分析。此外，报告还提供了所有主要公司的详细资料。

本报告回答的关键问题：

• 日本网上购车市场目前表现如何？未来几年将如何表现？
• 日本网上购车市场依车型的分布是怎样的？
• 日本网上购车市场依推进类型如何划分？
• 日本网上购车市场依类别划分是怎样的？
• 日本网上购车市场按地区分類的分布是怎样的？
• 日本网上购车市场的价值链分为哪些阶段？
• 日本网上购车的主要驱动因素和挑战是什么？
• 日本网路购车市场的结构是怎么样的？主要参与者有哪些？
• 日本网上购车市场的竞争程度如何？

本报告回答的关键问题：

• 日本网上购车市场目前表现如何？未来几年又将如何表现？
• 日本网上购车市场依车型的分布是怎样的？
• 日本网上购车市场依推进类型如何划分？
• 日本网上购车市场依类别划分是怎样的？
• 日本网上购车市场按地区分類的分布是怎样的？
• 日本网上购车市场的价值链分为哪些阶段？
• 日本网上购车的主要驱动因素和挑战是什么？
• 日本网路购车市场的结构是怎么样的？主要参与者有哪些？
• 日本网上购车市场的竞争程度如何？

目录

第一章：前言

第二章：范围与方法

• 研究目标
• 利害关係人
• 资料来源
  • 主要来源
  • 次要来源
• 市场评估
  • 自下而上的方法
  • 自上而下的方法
• 预测方法

第三章：执行摘要

第四章：日本线上购车市集 - 简介

• 概述
• 市场动态
• 产业趋势
• 竞争情报

第五章：日本线上购车市场格局

• 历史与当前市场趋势（2019-2024）
• 市场预测（2025-2033）

第六章：日本线上购车市场 - 细分：依车型

• 掀背车
  • 概述
• 轿车
  • 概述
• 越野车
  • 概述
• 其他的

第七章：日本线上购车市场 - 细分：依动力类型

• 汽油
  • 概述
• 柴油引擎
  • 概述
• 其他的

第 8 章：日本线上购车市场 - 细分：按类别

• 二手车
  • 概述
• 新车
  • 概述

第九章：日本线上购车市场－竞争格局

• 概述
• 市场结构
• 市场参与者定位
• 最佳获胜策略
• 竞争仪錶板
• 公司评估象限

第十章：关键参与者简介

• Company A
• Business Overview
• Services Offered
• Business Strategies
• SWOT Analysis
• Major News and Events
• Company B
• Business Overview
• Services Offered
• Business Strategies
• SWOT Analysis
• Major News and Events
• Company C
• Business Overview
• Services Offered
• Business Strategies
• SWOT Analysis
• Major News and Events
• Company D
• Business Overview
• Services Offered
• Business Strategies
• SWOT Analysis
• Major News and Events
• Company E
• Business Overview
• Services Offered
• Business Strategies
• SWOT Analysis
• Major News and Events

第 11 章：日本线上购车市场 - 产业分析

• 驱动因素、限制因素和机会
  • 概述
  • 驱动程式
  • 限制
  • 机会
• 波特五力分析
  • 概述
  • 买家的议价能力
  • 供应商的议价能力
  • 竞争程度
  • 新进入者的威胁
  • 替代品的威胁
• 价值链分析

第 12 章：附录

The Japan online car buying market size reached USD 21.1 Billion in 2024. Looking forward, IMARC Group expects the market to reach USD 53.6 Billion by 2033, exhibiting a growth rate (CAGR) of 9.80% during 2025-2033. The growth of the market is driven by increasing digital adoption, demand for convenience, and immersive technologies such as AR/VR. Flexible ownership models, such as subscriptions, appeal to cost-conscious and eco-aware consumers. Trust in online transactions and the rise of third-party platforms are further expanding the Japan online car buying market share, catering to tech-savvy buyers.

Japan Online Car Buying Market Trends:

Rise of Digital Platforms and Virtual Showrooms

The significant shift toward digital platforms and virtual showrooms is significantly supporting the Japan online car buying market growth. With increasing internet penetration and smartphone usage, consumers are embracing online channels to research, compare, and purchase vehicles. Major automakers and dealerships are investing in immersive technologies such as 360-degree views, augmented reality (AR), and virtual reality (VR) to enhance the car-buying experience. These tools allow customers to explore vehicle features, customize options, and even take virtual test drives without visiting a physical dealership. Additionally, third-party online marketplaces are gaining popularity by offering extensive inventories, transparent pricing, and user reviews. The convenience of completing transactions entirely online including financing, insurance, and home delivery appeals to busy urban consumers. As trust in digital transactions grows, more buyers are opting for end-to-end online purchases, pushing traditional dealers to adopt hybrid or fully digital sales models. The number of QR code scans has increased in the past two years, accelerating the figures to 433% in 2023, generating 26.95 million scans around the globe. QR Code-based usage in Japan mobile payments currently stands at ¥9.46 Trillion (USD 64.33 Billion) and is expected to double by 2026. With the rise of QR payments over electronic money, it records a monthly user of up to 75.8 million. Japan's transforming digital payment landscape opens up exciting possibilities for easier vehicle acquisition online. This trend is accelerating as younger, tech-savvy generations dominate the car-buying demographic.

Growth of Subscription-Based and Flexible Ownership Models

The increasing demand for subscription-based and flexible ownership models is creating a positive Japan online car buying market outlook. Instead of committing to long-term loans or leases, consumers especially younger buyers are opting for monthly subscription services that include maintenance, insurance, and the option to switch vehicles. Companies are leading this shift by offering hassle-free, all-inclusive plans accessible through online platforms. This trend aligns with the global movement toward mobility-as-a-service (MaaS) and reflects changing consumer preferences for flexibility and cost predictability. Subscription models reduce the financial burden of ownership while providing access to newer models and eco-friendly vehicles, such as electric and hybrid cars. As urbanization and environmental concerns rise, more Japanese consumers are favoring these flexible alternatives over traditional car purchases. Online platforms play a crucial role in facilitating comparisons, instant approvals, and seamless onboarding, making subscription services a key driver of growth in Japan's digital automotive market. A research report from the IMARC Group indicates that the e-commerce market in Japan achieved a size of USD 258.0 Billion in 2024. It is projected to grow to USD 692.8 Billion by 2033, reflecting a compound annual growth rate (CAGR) of 11.02% from 2025 to 2033.

Japan Online Car Buying Market Segmentation:

Vehicle Type Insights:

• Hatchback
• Sedan
• SUV
• Others

Propulsion Type Insights:

• Petrol
• Diesel
• Others

Category Insights:

• Pre-Owned Vehicle
• New Vehicle

Competitive Landscape:

The market research report has also provided a comprehensive analysis of the competitive landscape. Competitive analysis such as market structure, key player positioning, top winning strategies, competitive dashboard, and company evaluation quadrant has been covered in the report. Also, detailed profiles of all major companies have been provided.

Key Questions Answered in This Report:

• How has the Japan online car buying market performed so far and how will it perform in the coming years?
• What is the breakup of the Japan online car buying market on the basis of vehicle type?
• What is the breakup of the Japan online car buying market on the basis of propulsion type?
• What is the breakup of the Japan online car buying market on the basis of category?
• What is the breakup of the Japan online car buying market on the basis of region?
• What are the various stages in the value chain of the Japan online car buying market?
• What are the key driving factors and challenges in the Japan online car buying?
• What is the structure of the Japan online car buying market and who are the key players?
• What is the degree of competition in the Japan online car buying market?

Table of Contents

1 Preface

2 Scope and Methodology

• 2.1 Objectives of the Study
• 2.2 Stakeholders
• 2.3 Data Sources
  • 2.3.1 Primary Sources
  • 2.3.2 Secondary Sources
• 2.4 Market Estimation
  • 2.4.1 Bottom-Up Approach
  • 2.4.2 Top-Down Approach
• 2.5 Forecasting Methodology

3 Executive Summary

4 Japan Online Car Buying Market - Introduction

• 4.1 Overview
• 4.2 Market Dynamics
• 4.3 Industry Trends
• 4.4 Competitive Intelligence

5 Japan Online Car Buying Market Landscape

• 5.1 Historical and Current Market Trends (2019-2024)
• 5.2 Market Forecast (2025-2033)

6 Japan Online Car Buying Market - Breakup by Vehicle Type

• 6.1 Hatchback
  • 6.1.1 Overview
  • 6.1.2 Historical and Current Market Trends (2019-2024)
  • 6.1.3 Market Forecast (2025-2033)
• 6.2 Sedan
  • 6.2.1 Overview
  • 6.2.2 Historical and Current Market Trends (2019-2024)
  • 6.2.3 Market Forecast (2025-2033)
• 6.3 SUV
  • 6.3.1 Overview
  • 6.3.2 Historical and Current Market Trends (2019-2024)
  • 6.3.3 Market Forecast (2025-2033)
• 6.4 Others
  • 6.4.1 Historical and Current Market Trends (2019-2024)
  • 6.4.2 Market Forecast (2025-2033)

7 Japan Online Car Buying Market - Breakup by Propulsion Type

• 7.1 Petrol
  • 7.1.1 Overview
  • 7.1.2 Historical and Current Market Trends (2019-2024)
  • 7.1.3 Market Forecast (2025-2033)
• 7.2 Diesel
  • 7.2.1 Overview
  • 7.2.2 Historical and Current Market Trends (2019-2024)
  • 7.2.3 Market Forecast (2025-2033)
• 7.3 Others
  • 7.3.1 Historical and Current Market Trends (2019-2024)
  • 7.3.2 Market Forecast (2025-2033)

8 Japan Online Car Buying Market - Breakup by Category

• 8.1 Pre-Owned Vehicle
  • 8.1.1 Overview
  • 8.1.2 Historical and Current Market Trends (2019-2024)
  • 8.1.3 Market Forecast (2025-2033)
• 8.2 New Vehicle
  • 8.2.1 Overview
  • 8.2.2 Historical and Current Market Trends (2019-2024)
  • 8.2.3 Market Forecast (2025-2033)

9 Japan Online Car Buying Market - Competitive Landscape

• 9.1 Overview
• 9.2 Market Structure
• 9.3 Market Player Positioning
• 9.4 Top Winning Strategies
• 9.5 Competitive Dashboard
• 9.6 Company Evaluation Quadrant

10 Profiles of Key Players

• 10.1 Company A
  • 10.1.1 Business Overview
  • 10.1.2 Services Offered
  • 10.1.3 Business Strategies
  • 10.1.4 SWOT Analysis
  • 10.1.5 Major News and Events
• 10.2 Company B
  • 10.2.1 Business Overview
  • 10.2.2 Services Offered
  • 10.2.3 Business Strategies
  • 10.2.4 SWOT Analysis
  • 10.2.5 Major News and Events
• 10.3 Company C
  • 10.3.1 Business Overview
  • 10.3.2 Services Offered
  • 10.3.3 Business Strategies
  • 10.3.4 SWOT Analysis
  • 10.3.5 Major News and Events
• 10.4 Company D
  • 10.4.1 Business Overview
  • 10.4.2 Services Offered
  • 10.4.3 Business Strategies
  • 10.4.4 SWOT Analysis
  • 10.4.5 Major News and Events
• 10.5 Company E
  • 10.5.1 Business Overview
  • 10.5.2 Services Offered
  • 10.5.3 Business Strategies
  • 10.5.4 SWOT Analysis
  • 10.5.5 Major News and Events

11 Japan Online Car Buying Market - Industry Analysis

• 11.1 Drivers, Restraints, and Opportunities
  • 11.1.1 Overview
  • 11.1.2 Drivers
  • 11.1.3 Restraints
  • 11.1.4 Opportunities
• 11.2 Porters Five Forces Analysis
  • 11.2.1 Overview
  • 11.2.2 Bargaining Power of Buyers
  • 11.2.3 Bargaining Power of Suppliers
  • 11.2.4 Degree of Competition
  • 11.2.5 Threat of New Entrants
  • 11.2.6 Threat of Substitutes
• 11.3 Value Chain Analysis

12 Appendix