Japan: online shoppers' action to wrong items 2023

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Over 46 percent of shoppers in Japan revealed that they had received wrong or substandard products from online orders, as revealed in a survey conducted in December 2023. The leading action after receiving said products was to immediately contact the vendor to demand an exchange or refund. While many online shoppers decided to take action, close to 10 percent of respondents gave up because it was an inexpensive purchase.

Most common actions taken by online shoppers when receiving a wrong product in Japan as of December 2023

Characteristic	Share of respondents
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Release date

February 2024

More information

Region

Japan

Survey time period

December 21 to 24, 2023

Number of respondents

5,000 respondents

Age group

15 years and older

Special properties

multiple answers were allowed

Method of interview

Online survey

Supplementary notes

Original question: "When you purchased an item during online shopping, how did you react when you received a product that was different from what you expected? Among the following, please choose all that apply."

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