オンライン自動車購入の日本市場 - 市場規模、シェア、動向、予測：車種別、推進タイプ別、カテゴリー別、地域別、2025年～2033年

日本のオンライン自動車購入市場規模は2024年に211億米ドルに達しました。今後、IMARC Groupは、2033年には536億米ドルに達し、2025年～2033年の成長率（CAGR）は9.80％を示すと予測しています。市場成長の原動力は、デジタル化の進展、利便性への要求、AR/VRなどの没入型技術です。サブスクリプションなどの柔軟な所有モデルは、コスト意識や環境意識の高い消費者にアピールします。オンライン取引の信頼性とサードパーティープラットフォームの台頭は、技術に精通した購入者に対応し、日本のオンライン自動車購入市場シェアをさらに拡大しています。

本レポートで扱う主な質問

• 日本のオンライン自動車購入市場はこれまでどのように推移してきたか？
• 日本のオンライン自動車購入市場の車種別区分は？
• 日本のオンライン自動車購入市場の推進タイプ別区分は？
• 日本のオンライン自動車購入市場のカテゴリー別区分は？
• 日本のオンライン自動車購入市場の地域別区分は？
• 日本のオンライン自動車購入市場のバリューチェーンにおける様々なステージとは？
• 日本のオンライン自動車購入の主要な促進要因と課題は？
• 日本のオンライン自動車購入市場の構造と主要プレーヤーは？
• 日本のオンライン自動車購入市場における競合の程度は？

目次

第1章 序文

第2章 調査範囲と調査手法

• 調査の目的
• ステークホルダー
• データソース
• 市場推定
• 調査手法

第3章 エグゼクティブサマリー

第4章 日本のオンライン自動車購入市場 - イントロダクション

• 概要
• 市場力学
• 業界動向
• 競合情報

第5章 日本のオンライン自動車購入市場情勢

• 過去および現在の市場動向（2019～2024年）
• 市場予測（2025～2033年）

第6章 日本のオンライン自動車購入市場 - 車種別内訳

• ハッチバック
• セダン
• SUV
• その他

第7章 日本のオンライン自動車購入市場 - 推進タイプ別内訳

• ガソリン
• ディーゼル
• その他

第8章 日本のオンライン自動車購入市場 - カテゴリー別内訳

• 中古車
• 新車

第9章 日本のオンライン自動車購入市場 - 競合情勢

• 概要
• 市場構造
• 市場企業のポジショニング
• 主要成功戦略
• 競合ダッシュボード
• 企業評価象限

第10章 主要企業のプロファイル

第11章 日本のオンライン自動車購入市場 - 業界分析

• 促進要因・抑制要因・機会
• ポーターのファイブフォース分析
• バリューチェーン分析

第12章 付録

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