Abi Buller is a freelance writer and cultural researcher, with experience working in-house for Canvas8, The Future Laboratory and GWI. She recently spent a year living and working in Japan, where she was a contributing writer to publications including 

 and Nikkei Asia. After returning to the UK, she developed her cultural understanding of Japan through an MA in Japanese Studies at SOAS University of London.

In the turbulent economic environment, money is losing its value. People are reevaluating their spending across sectors. With a looming crisis of trust in financial institutions, how are people managing their budgets? And how can brands navigate the complex relationship between value and cost?

Critical Spenders

While people are craving memorable and immersive experiences, there's no longer a singular definition of what this might look like. Some are embracing maximalist hedonism through clubbing and extreme tourism, while others are tapping into more gentle, inward-looking, and contemplative experiences.

Experience Hunters

Amazon now ranks as the top e-commerce platform among people in their 20s, with a usage rate of nearly 

Approximately 30% of Japanese people in their teens and 20s use TikTok more than ten times a day

When it comes to fashion purchases, 59% of Japanese people prefer in-store to online so they can try out products for quality checks

Japanese Gen Y and Gen Z are redefining e-commerce by prioritising community, trust and phygital experiences over convenience and familiarity

E-commerce platforms in Japan must evolve into trusted, information-rich ecosystems that support decision-making across the entire customer journey

Brands can build loyalty through authentic engagement and localisation – cultivating credibility through real reviews and consistent, community-driven experiences

Head of global sales at Giftee Inc., specialising in cross-border growth strategies in the Japanese market.

UX/market researcher specialising in mobility tech with expertise in global brand strategy and trend analysis for Japan.

Loic Bizel has been a fashion consultant in Japan since 1996, helping brands to develop in Japan by preparing concept reports every year. He also helps in organising Retail Tour, a guided tour of the best fashion and lifestyle districts in Japan and South Korea.

Gen Z (born 1997-2010)

Gen Y (born 1982-1996)

Japan

Shopping

Interview with Paul Ashton conducted by the author

Statista

Rakuten

Oban International

NetShop Tantousha Forum

Interview with Loic Bizel conducted by the author

Transcosmos

Jing Daily

Mobile Society Research Institute

Forbes

SoftBank News

Women's Wear Daily Japan

Tokyo Weekender

Creative Boom

PR Times

The Asahi Shimbun

Hakuhodo

TBS Radio

Interview with Anri Yoshii conducted by the author

Magnite

TechCrunch

Deloitte

As global platforms challenge Japan’s retail giants, Gen Y and Gen Z are reshaping e-commerce by prioritising trust, community and experiences. From TikTok Shop to phygital activations, shoppers are seeking authenticity and social validation from brands and retailers.

Analysis

Abi Buller

Paul Ashton

Anri Yoshii

Loic Bizel

Related Macro Behaviours

Critical Spenders

Experience Hunters