How Expo 2025 in Osaka Will Impact eCommerce in Japan

Expo 2025 in Osaka is set to be a major event, drawing over 28 million visitors and driving massive economic activity across Japan. For eCommerce brands, this means more visibility, more spending, and an unprecedented opportunity—but only if you’re prepared to capitalize on it.

Here’s what you need to know to stay ahead, avoid potential disruptions, and make the most of this historic event.

This article is part of our ongoing series on Expo 2025 and its impact on Japan’s eCommerce landscape. Stay tuned for more insights and strategies to help your business succeed.

The Expo Effect: What This Means for eCommerce

Expo 2025 is expected to generate ¥2 trillion in economic activity, driving growth across consumer spending, tourism, and digital commerce.

For eCommerce brands, this translates to:

• More online shoppers: Expo visitors and locals will be searching for new products.
• Higher demand for international brands: Japan’s consumers will have increased exposure to global trends.
• A shift toward cashless payments: Digital wallets, mobile payments, and seamless checkout experiences will be in the spotlight.

World Expos have historically been catalysts for economic growth and retail innovation. For instance, the Shanghai World Expo 2010 led to a 13% GDP growth over five years, with retail sales soaring during the event period.

The brands that start planning now will have the edge. Expo 2025 isn’t just an event—it’s a launchpad for long-term success in Japan’s booming eCommerce market. The surge in visitors, increased digital adoption, and rising demand for international products will reshape the way businesses sell online.

But with opportunity comes competition. If your brand isn’t optimized for Japan’s digital landscape, payment trends, and customer expectations, you risk being left behind.

This isn’t just about preparing for a six-month event. Expo 2025 will create lasting shifts in consumer behavior, shaping Japan’s eCommerce landscape for years to come. The brands that take action now—investing in localization, logistics, and seamless digital experiences—will reap the benefits long after the Expo ends.

What to Expect: The Biggest eCommerce Shifts During Expo 2025

Expo 2025 will accelerate major shifts in Japan’s eCommerce landscape, transforming how consumers shop, pay, and interact with brands. Here’s what to expect:

Digital Payments & Cashless Transactions Will Surge

Expo 2020 Dubai accelerated the adoption of cashless transactions locally. The introduction of innovative payment solutions during the event showcased the potential for a cashless economy, influencing consumer behavior and expectations. The UAE saw a record 53% year-over-year increase with the accelerated use of digital payment systems, enabling 93% of small businesses in the UAE to expand and support cross-border sales.

Japan is already moving toward cashless payments, but Expo 2025 will fast-track adoption like never before. The event will introduce the EXPO2025 Digital Wallet, creating a frictionless, digital-first shopping experience for millions of visitors and locals alike. The event will introduce the EXPO2025 Digital Wallet, a system designed to streamline transactions for visitors and locals alike.

This includes

• “MYAKU-PE!”, a prepaid payment system for seamless spending
• “MYAKU-PO!”, a points-based rewards program to drive engagement
• “MYAKU-N!”, an NFT integration that enhances digital interactions

For eCommerce businesses, this shift presents a huge opportunity—ensuring compatibility with mobile wallets like PayPay, Rakuten Pay, and LINE Pay will be essential.  Japan has already been actively working on growing digital wallet adoption within Japan, but the Expo is expected to increase the adoption and demand. Additionally, implementing loyalty programs can help brands tap into increased consumer engagement, while optimizing checkout experiences for speed and mobile accessibility will be critical to meeting the expectations of Expo-driven shoppers.

Omnichannel Shopping Will Be the New Standard

During Expo 2010 Shanghai, retailers embraced omnichannel strategies to cater to the influx of visitors. This approach integrated online and offline shopping experiences, setting a precedent for future retail practices which we saw again during Expo 2020 Dubai.

Pepsico showcased their AI-Powered, omnichannel technology during Expo 2020 Dubai, and although the success of the booth hasn’t been shared in figures, the impact thereafter of similar adoptions by other brands shows the development of the adoption by consumers. With this year’s Expo already boasting features for Omnichannel, we are expecting this to be the new normal.

Japan’s consumers expect seamless shopping across online and offline channels—and Expo 2025 will take this to the next level. Brands that fail to blend digital and in-person experiences risk falling behind in a rapidly evolving market. With millions of visitors expected, businesses will need to blend eCommerce with in-person shopping to capture demand. More brands will invest in click-and-collect services, allowing customers to order online and pick up in-store or at designated locations. AI-powered personalization will play a larger role, shaping product recommendations and customer interactions across multiple touchpoints.

Additionally, mobile commerce will dominate Expo-related purchases, as both visitors and locals rely on smartphones for fast, convenient shopping. To stay ahead, businesses must enhance their mobile shopping experience, explore pop-up stores or showrooming strategies that bridge online and offline retail, and leverage AI-driven recommendations to create more personalized, engaging shopping journeys.

Cross-Border eCommerce Will Boom

With millions of visitors arriving in Japan for Expo 2025, demand for international products will surge, creating a prime opportunity for global brands to expand their reach. Increased international traffic to eCommerce websites is expected as visitors seek products they discovered during their stay, leading to a rise in cross-border sales even after the event ends.

At the same time, Japanese consumers will be exposed to more global brands, heightening their expectations for easier access to international products. To capitalize on this, businesses must ensure their online stores support international shipping, localize product listings to resonate with Japanese buyers, and leverage platforms like Amazon Japan, Rakuten, and Qoo10 to maximize visibility and conversions.

During Expo 2020, Dubai attracted global participation, leading to increased cross-border eCommerce activities. Brands leveraged the event to reach international audiences, resulting in sustained growth post-expo. During Expo 2020,  capitalized on Expo 2020 Dubai’s international audience by expanding its cross-border shopping capabilities. With millions of visitors discovering regional and global brands, Noon saw a 50% increase in cross-border transactions from international customers resulting in a uptick for sellers on the platform.

Sustainability & Ethical Shopping Will Drive Consumer Choices

Expo 2025, centered around the theme “Designing Future Society for Our Lives,” will bring sustainability, eco-conscious shopping, and ethical business practices to the forefront of consumer expectations. As awareness grows, eco-friendly packaging and carbon-neutral shipping will become essential rather than optional, with Japanese consumers actively seeking brands that demonstrate strong sustainability efforts.

Additionally, Corporate Social Responsibility will play a bigger role in purchase decisions, as customers gravitate toward brands that align with their values. To stay competitive, businesses must highlight their sustainability initiatives, adopt eco-friendly packaging, and integrate transparent, responsible practices into their brand messaging to build trust and long-term customer loyalty.

How to Position Your eCommerce Brand for Success

Get Ahead of the Trends! The brands that start preparing today will be the ones thriving tomorrow. Expo 2025 isn’t just an event—it’s a turning point for Japan’s eCommerce landscape. The question isn’t whether you should adapt—it’s whether you can afford not to.

• Optimize your digital payment options—mobile wallets & fast checkout are a must.
• Invest in omnichannel strategies—seamless online & offline experiences will win.
• Prepare for an international audience—make your site global-friendly.
• Showcase sustainability—Japanese consumers will reward ethical brands.

Navigating Japan’s eCommerce landscape before, during, and after Expo 2025 requires strategy, compliance, and local expertise.

That’s where COVUE comes in.

As Japan’s leading market entry and eCommerce partner, we help brands:

• Launch & scale on Amazon Japan, Rakuten, brand .com and other eCommerce platforms.
• Ensure import compliance & seamless logistics.
• Optimize eCommerce strategies for maximum conversion.

Is your brand ready for Japan’s biggest eCommerce opportunity? Let’s build a strategy together.