Japan: affiliate marketing market size 2026

The affiliate marketing market size in Japan was estimated at almost 385 billion Japanese yen in fiscal year 2022. Due to factors such as growing e-commerce sector and increasing online consumption, the market was expected to reach almost 564 billion yen by 2026.

Expenditure on affiliate marketing in Japan from fiscal year 2017 to 2022 with a forecast until 2026 (in billion Japanese yen)

Characteristic	Expenses in billion Japanese yen
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Release date

April 2023

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Region

Japan

Survey time period

fiscal years 2017 to 2022; the Japanese fiscal year starts on April 1 of the stated year and ends on March 31 of the following year

Supplementary notes

*Prospect.
**Forecast.

The market size of affiliate marketing was calculated by totaling the reward value, commission rate, and various charges involved (i.e., initial cost, monthly expenses, optional charges, etc.).
Affiliate marketing in this research indicates the following four types:
1) ASP (Affiliate marketing Service Provider) style, where an ASP acts as an agent between an advertiser and website owners. An ASP earns advertisement and commission fees from an advertiser, while it pays rewards to website owners;
2) Shopping mall style, where a virtual shopping mall earns advertisement and commission fees from shop owners for offering a place to promote sales of products to deal in, and pays rewards to website owners;
3) Stand-alone type, where an e-commerce owner itself becomes an advertiser to promote its own products and contents, and pays the web site owners for rewards;
4) Platform type that earns rewards by offering a platform equipped with tracking systems and analysis tools needed for affiliate marketing.

100 Japanese yen equal 0.69 U.S. dollars or 0.63 euros as of September 2023.
Data prior to fiscal year 2019 come from previous reporting.

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