Japan: affiliate marketing market size 2028| Statista

The affiliate marketing market size in Japan was estimated at about 438.2 billion Japanese yen in fiscal year 2024. Due to factors such as new market entrants, a growing adoption of e-commerce, and stricter fraud regulation, the market was expected to grow further in the coming years and reach a value of around 583.5 billion yen by fiscal year 2028.

Value of the affiliate marketing market in Japan from fiscal year 2021 to 2024 with a forecast until 2028 (in billion Japanese yen)

Characteristic	Market size in billion Japanese yen
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Release date

March 2025

More information

Region

Japan

Survey time period

fiscal years 2021 to 2024; 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.

Affiliate marketing in this research refers to 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.

The affiliate marketing market size was calculated by totaling the reward value, commission rate, and various charges involved (i.e., initial cost, monthly expenses, optional charges, etc.).

100 Japanese yen equal 0.64 U.S. dollars or 0.63 euros as of February 2025.

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