行动电子钱包的日本市场评估:类别，各技术，各终端用户，各地区，机会，预测(2019年度～2033年度)

日本行动钱包市场预计将从 2025 财年的 6.4 亿美元成长至 2033 财年的 11.9 亿美元，复合年增长率为 8.15%。这项成长的驱动力来自科技普及、 "无现金愿景" 倡议等政府政策以及消费者行为的变化。日本的行动支付之路并非一帆风顺。日本曾以其热衷现金的文化和高 ATM 机密度而闻名，如今正悄悄成为行动钱包强国。QR编码支付、NFC 感应支付和 P2P 转帐不再只是选择；它们已成为由数位忠诚度生态系统、奖励计划和纯粹的便利性所塑造的习惯。疫情后的行为和政府支持的全国性无现金运动推动了各个年龄层的行动支付普及，从 Z 世代学生到退休人员，他们都对数位支付趋之若鹋。

如今，钱包已不再只是数位钱包；它们是连结超级应用、购物生态系统、交通系统甚至政府服务的动态实体。竞争的焦点不再是使用哪一款应用，而是哪一款应用能够完成所有功能。

例如，2024 年 9 月，日本唯一的国际支付品牌 JCB 升级了其行动钱包服务，向客户提供 Google Pay。日本安卓智慧型手机用户现在可以透过 Google 钱包应用程式将 JCB 发行的信用卡和金融卡新增至 Google Pay，并在支援 JCB Contactless 的商家进行非接触式支付。此举标誌着数位钱包普及的重要一步，为用户提供安全、便利、快速的行动支付体验，并由身份验证、加密和防诈骗功能提供支援。

本报告调查并分析了日本行动钱包市场，提供了市场规模和预测、市场动态以及主要公司的现状。

目录

第1章 计划的范围和定义

第2章 调查手法

第3章 摘要整理

第4章 客户的迴响

• 受访者的人口统计
• 行动电子钱包的认知度
• 行动电子钱包期待的主要功能
• 主要的促进因素与采用

第5章 日本的行动电子钱包市场预测(2019年度～2033年度)

• 市场规模的分析与预测
  • 金额
• 市场占有率的分析与预测
  • 类别
    • 接近手机付款
    • 远隔手机付款
    • P2P传输
  • 各技术
    • NFC
    • QR编码
    • MST
    • 其他
  • 各终端用户
    • 个人
    • 企业
  • 各地区
    • 北部
    • 南部
    • 中部
  • 市场占有率分析:各企业(前五名公司和其他)(金额)(2024年度)
• 市场地图分析(2024年度)
  • 类别
  • 各技术
  • 各终端用户
  • 各地区

第6章 供需的分析

第7章 价值链分析

第8章 波特的五力分析

第9章 大环境分析

第10章 市场动态

• 推动市场要素
• 市场课题

第11章 市场趋势与发展

第12章 收益模式分析(best effort基准)

第13章 案例研究

第14章 竞争情形

• 前五名市场领导公司的竞争矩阵
• 前五名公司的SWOT分析
• 前十大主要企业的形势
  • PayPay Corporation (PayPay)
  • LINE Corporation (LINE Pay)
  • Rakuten Group, Inc. (Rakuten Pay)
  • Mercari, Inc. (MerPay)
  • NTT Docomo, Inc. (d Barai)
  • Seven & i Holdings Co., Ltd. (nanaco)
  • AEON Financial Service Co., Ltd. (WAON/Mobile WAON)
  • KDDI Corporation (au PAY)
  • Google LLC (Google Pay)
  • Apple Inc. (Apple Pay)

第15章 策略性建议

第16章 关于调查公司·免责声明

Japan mobile wallet market is projected to witness a CAGR of 8.15% during the forecast period FY2026-FY2033, growing from USD 0.64 billion in FY2025 to USD 1.19 billion in FY2033 due to technological adoption, government policies such as 'Cashless Vision initiative', and shifting consumer behavior. Japan's journey into mobile payments has not been a linear one. Once known for its cash-loving culture and high ATM density, Japan is now quietly becoming a mobile wallet powerhouse, on its terms. QR code payments, NFC tap-and-go, and P2P transfers are no longer just options. They are habits, shaped by digital loyalty ecosystems, reward programs, and pure convenience. Post-pandemic behaviors and nationwide government-backed cashless campaigns pushed adoption across age groups, from Gen Z students to retirees using digital payment.

And now, wallets are not just digital; they are dynamic as they are tied to super apps, shopping ecosystems, transportation, and even government services. The battle is not about which app to use; it is about which app does everything.

For instance, in September 2024, JCB, Japan's only international payment brand, advanced its mobile wallet offerings by enabling Google Pay for its customers. Android smartphone users in Japan can now add their JCB-issued credit or debit cards to Google Pay through the Google Wallet app, enabling them to make contactless payments at stores that accept JCB Contactless. This move marks a significant step in digital wallet adoption, providing users with a secure, convenient, and fast mobile payment experience backed by authentication, encryption, and fraud protection.

Rapid Growth in NFC and Contactless Adoption Among Urban Consumers Fuels the Market Growth

NFC technology has become the silent engine of Japan's contactless boom. It is fast, secure, and already embedded in Japan's transit and retail infrastructure. Additionally, Japan's mobile wallet market is experiencing accelerated growth, driven by increasing urban demand for NFC-based contactless payments. Tech-savvy consumers in cities such as Tokyo and Osaka are increasingly opting for tap-to-pay convenience via smartphones (Apple Pay, Google Pay) or wearable devices, as Japan's robust NFC infrastructure enables. Government cashless initiatives and post-pandemic hygiene concerns further propel this shift, with retailers, transit systems, and vending machines widely accepting contactless transactions. As mobile wallets integrate loyalty programs and QR-based options, their adoption is expanding beyond young demographics to older ones, solidifying Japan's position as a leader in seamless digital payments.

In May 2024, Apple Pay Japan announced that its iPhone-based Suica and PASMO transit integrations accounted for over 60% of all Apple Pay transactions in the country, particularly in Tokyo and Osaka. NFC adoption has surged due to seamless integration across train systems, taxis, vending machines, and retail POS terminals.

Retailers are also upgrading terminals for ID and QUICPay compatibility. The result, NFC transactions are now just muscle memory for urban users.

Loyalty-Driven Wallet Ecosystems Fuel Mass Adoption, Shaping the Market

Japan's mobile wallet market is experiencing accelerated growth, fueled by rising urban demand for NFC-based contactless payments. Tech-savvy consumers in cities such as Tokyo and Osaka are increasingly opting for tap-to-pay convenience via smartphones (Apple Pay, Google Pay) or wearables, thanks to Japan's robust NFC infrastructure. Government cashless initiatives and post-pandemic hygiene concerns further propel this shift, with retailers, transit systems, and vending machines widely accepting contactless transactions. As mobile wallets integrate loyalty programs and QR-based options, their adoption is expanding beyond young demographics to older ones, solidifying Japan's position as a leader in seamless digital payments.

In December 2023, Rakuten Pay (Rakuten Group, Inc.) announced that it had surpassed 30 million active users, primarily driven by integrations across Rakuten Ichiba, Rakuten Card, and Rakuten Mobile. The company reported a 22% YoY rise in wallet usage, crediting its "Super Point Up" campaigns for user stickiness.

Peer-to-Peer Payment Platforms Reshape Personal Finance Habits

P2P payments have quietly gained ground, especially among younger users and freelancers. Japan's cautious attitude toward debt makes wallet-based P2P ideal for splitting bills, paying friends, or informal transactions. This model is being replicated by PayPay and d-Barai, allowing seamless in-app transfers, QR code requests, and linked bank transfers. P2P is now a primary use case, especially for users under 35.

For instance, in July 2024, Rakuten Payment Co., Ltd., a major Peer-to-Peer Payment Platform, participated in the "Do! Hamadori Cashless Point Rebate Campaign" held in Fukushima Prefecture from July 25 to August 18, 2024. During this period, users who made purchases using code payments through the Rakuten Pay app at participating stores in 15 cities and towns received up to 20% of their payment amount back in Rakuten Points.

Additionally, following improvements to the Rakuten Pay app's point rebate program on June 4, 2024, users could earn up to 1.5% in points on code payments made with Rakuten Cash, regardless of the funding source. When combined with the campaign, the total rebate reached up to 21.5%. Rakuten Payment's participation aimed to support local communities and promote the adoption of cashless payments through public-private collaboration.

Key Players Landscape and Outlook

Domestic players lead Japan's mobile wallet market due to their ecosystem advantage. PayPay dominates with its SoftBank/Yahoo! integration, as well as its wide merchant acceptance. LINE Pay, backed by LY Corporation, merges social messaging with payment functionality, capturing younger demographics.

Rakuten Pay leverages Japan's largest e-commerce and fintech network to drive loyalty-based wallet usage. Au PAY (KDDI) and d-Barai (NTT Docomo) remain strong with telecom bundling and telco bill integration. Meanwhile, MerPay wins niche loyalty by tightly linking resale, savings, and peer-to-peer (P2P) transactions inside the Mercari app. International entrants Apple Pay and Google Pay have gained traction, especially among iOS and Android users who rely on NFC-based Suica, PASMO, and store payments. Competition is intensifying, but differentiation is clear; those who combine payments with value-added ecosystems will retain users not just for transactions, but for everything.

For instance, in May 2025, PayPay Corporation announced that its cashless payment service, PayPay, can now be linked with Google Pay accounts. This new feature allows both iPhone and Android users to register PayPay, PayPay Card, and PayPay Balance Card as payment methods across Google services, streamlining their payment experience.

Additionally, payments made using these methods through Google Pay are eligible for PayPay's regular reward program, PayPay Step, allowing users to earn PayPay Points with every transaction.

Table of Contents

1. Project Scope and Definitions

2. Research Methodology

3. Executive Summary

4. Voice of Customers

• 4.1. Respondent Demographics
• 4.2. Awareness of Mobile Wallet
• 4.3. Key Features Expected in Mobile Wallets
• 4.4. Key Drivers and Adoption

5. Japan Mobile Wallet Market Outlook, FY2019-FY2033F

• 5.1. Market Size Analysis & Forecast
  • 5.1.1. By Value
• 5.2. Market Share Analysis & Forecast
  • 5.2.1. By Type
    • 5.2.1.1. Proximity Mobile Payments
    • 5.2.1.2. Remote Mobile Payments
    • 5.2.1.3. Peer-to-Peer Transfers
  • 5.2.2. By Technology
    • 5.2.2.1. Near Field Communication
    • 5.2.2.2. QR Code
    • 5.2.2.3. Magnetic Secure Transmission
    • 5.2.2.4. Others
  • 5.2.3. By End-user
    • 5.2.3.1. Individuals
    • 5.2.3.2. Businesses
  • 5.2.4. By Region
    • 5.2.4.1. North
    • 5.2.4.2. South
    • 5.2.4.3. Central
  • 5.2.5. By Company Market Share Analysis (Top 5 Companies and Others - By Value, FY2024)
• 5.3. Market Map Analysis, FY2024
  • 5.3.1. By Type
  • 5.3.2. By Technology
  • 5.3.3. By End-users
  • 5.3.4. By Region

6. Demand Supply Analysis

7. Value Chain Analysis

8. Porter's Five Forces Analysis

9. PESTLE Analysis

10. Market Dynamics

• 10.1. Market Drivers
• 10.2. Market Challenges

11. Market Trends and Developments

12. Revenue Model Analysis (Best Effort Basis)

13. Case Studies

14. Competitive Landscape

• 14.1. Competition Matrix of Top 5 Market Leaders
• 14.2. SWOT Analysis for Top 5 Players
• 14.3. Key Players Landscape for Top 10 Market Players
  • 14.3.1. PayPay Corporation (PayPay)
    • 14.3.1.1. Company Details
    • 14.3.1.2. Key Management Personnel
    • 14.3.1.3. Products and Services
    • 14.3.1.4. Financials (As Reported)
    • 14.3.1.5. Key Market Focus and Geographical Presence
    • 14.3.1.6. Recent Developments/Collaborations/Partnerships/Mergers and Acquisition
  • 14.3.2. LINE Corporation (LINE Pay)
  • 14.3.3. Rakuten Group, Inc. (Rakuten Pay)
  • 14.3.4. Mercari, Inc. (MerPay)
  • 14.3.5. NTT Docomo, Inc. (d Barai)
  • 14.3.6. Seven & i Holdings Co., Ltd. (nanaco)
  • 14.3.7. AEON Financial Service Co., Ltd. (WAON / Mobile WAON)
  • 14.3.8. KDDI Corporation (au PAY)
  • 14.3.9. Google LLC (Google Pay)
  • 14.3.10. Apple Inc. (Apple Pay)

Companies mentioned above DO NOT hold any order as per market share and can be changed as per information available during research work.

15. Strategic Recommendations

16. About Us and Disclaimer

List of Tables

• Table 1. Competition Matrix of Top 5 Market Leaders
• Table 2. Mergers & Acquisitions/ Joint Ventures (If Applicable)
• Table 3. About Us - Regions and Countries Where We Have Executed Client Projects

List of Figures

• Figure 1. Japan Mobile Wallet Market, By Value, In USD Billion, FY2019-FY2033F
• Figure 2. Japan Mobile Wallet Market Share (%), By Type, FY2019-FY2033F
• Figure 3. Japan Mobile Wallet Market Share (%), By Technology, FY2019-FY2033F
• Figure 4. Japan Mobile Wallet Market Share (%), By End-users, FY2019-FY2033F
• Figure 5. Japan Mobile Wallet Market Share (%), By Region, FY2019-FY2033F
• Figure 6. By Type Map-Market Size (USD Billion) & Growth Rate (%), FY2025
• Figure 7. By Technology Map-Market Size (USD Billion) & Growth Rate (%), FY2025
• Figure 8. By End-users Map-Market Size (USD Billion) & Growth Rate (%), FY2025
• Figure 9. By Region Map-Market Size (USD Billion) & Growth Rate (%), FY2025