モバイルウォレットの日本市場の評価：タイプ別、技術別、エンドユーザー別、地域別、機会、予測（2019年度～2033年度）

日本のモバイルウォレットの市場規模は、2025年度の6億4,000万米ドルから2033年度に11億9,000万米ドルに達すると予測され、CAGRで8.15%の成長が見込まれます。これは、技術的採用、「キャッシュレス・ビジョン」構想などの政府政策、消費者行動の変化によるものです。日本のモバイル決済への道のりは直線的なものではありません。かつては現金を愛する文化で知られ、ATMの密度が高いことで知られていた日本ですが、今では静かにモバイルウォレット大国となりつつあります。QRコード決済、NFCタップアンドゴー、P2P送金などは、もはや単なるオプションではありません。それらはデジタルロイヤルティエコシステム、リワードプログラム、そして純粋な利便性によって形成された習慣です。パンデミック後の行動や政府が支援する全国的なキャッシュレスキャンペーンは、Z世代の学生からデジタル決済を利用する定年退職者まで、年齢層を超えて普及を推し進めました。

そして現在、ウォレットは単なるデジタルなものではなく、スーパーアプリ、ショッピングエコシステム、交通機関、さらには政府サービスなどと結びついたダイナミックなものとなっています。争点はどのアプリを使うかではなく、どのアプリがすべてを行うかです。

例えば2024年9月、日本で唯一の国際決済ブランドであるJCBは、顧客にGoogle Payを利用可能にすることで、同社の提供するモバイルウォレットを進化させました。日本のAndroidスマートフォンユーザーは、Google Walletアプリを通じて、JCB発行のクレジットカードやデビットカードをGoogle Payに追加し、JCB Contactlessに対応している店舗で非接触決済ができるようになっています。この動きはデジタルウォレットの採用における大きな一歩であり、認証、暗号化、詐欺防止に支えられた、安全、便利、迅速なモバイル決済体験をユーザーに提供しています。

当レポートでは、日本のモバイルウォレット市場について調査分析し、市場規模と予測、市場力学、主要企業の情勢などを提供しています。

目次

第1章 プロジェクトの範囲と定義

第2章 調査手法

第3章 エグゼクティブサマリー

第4章 顧客の声

• 回答者の人口統計
• モバイルウォレットの認知度
• モバイルウォレットに期待される主な機能
• 主な促進要因と採用

第5章 日本のモバイルウォレット市場の見通し（2019年度～2033年度）

• 市場規模の分析と予測
  • 金額
• 市場シェアの分析と予測
  • タイプ別
    • 近接モバイル決済
    • 遠隔モバイル決済
    • P2P転送
  • 技術別
    • NFC
    • QRコード
    • MST
    • その他
  • エンドユーザー別
    • 個人
    • 企業
  • 地域別
    • 北部
    • 南部
    • 中部
  • 市場シェア分析：企業別（上位5社とその他）（金額）（2024年度）
• 市場マップ分析（2024年度）
  • タイプ別
  • 技術別
  • エンドユーザー別
  • 地域別

第6章 需給の分析

第7章 バリューチェーン分析

第8章 ポーターのファイブフォース分析

第9章 PESTLE分析

第10章 市場力学

• 市場促進要因
• 市場の課題

第11章 市場動向と発展

第12章 収益モデル分析（ベストエフォート基準）

第13章 ケーススタディ

第14章 競合情勢

• マーケットリーダー上位5社の競合マトリクス
• 上位5社のSWOT分析
• 主要企業上位10社の情勢
  • 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 戦略的提言

第16章 調査会社について・免責事項

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

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