PSA Internet / eCommerce: The Rise of GenAI Apps in Japan
Japan’s Generative AI app market accelerated sharply in 2025, led by AI Assistant apps, with downloads up +126% YoY and in app purchase (IAP) revenue surging 329% YoY. ChatGPT dominated the category, ranking No.1 among GenAI apps by both downloads and IAP revenue. It is also the top non game app by downloads in Japan. Despite rapid adoption, domestic developers remain under represented, creating a strategic opportunity for ecosystem embedded players. Analyst Thao Nguyen highlights Rakuten as a beneficiary as its Rakuten AI service, which offers a Japanese optimised, agentic AI model, is positioned to monetise rising AI engagement across its platform.Rakuten is mainly engaged in the Internet-related business. Along with its affiliates, Co. operates in two business segments. The Internet Services segment is engaged in the operation of electronic commerce sites, including an Internet shopping mall "Rakuten Ichiba," an online cash back site, a travel booking site, portal sites and digital contents sites; the sale of advertising on Co.'s sites; the provision of messaging and communication services; and the management of a professional baseball team "Tohoku Rakuten Golden Eagles." FinTech segment is engaged in the provision of Internet banking services and online securities trading services, and the credit card and life insurance businesses.
Founded in 2009, Pelham Smithers Associates (PSA) provides market intelligence on Asian technology, focusing in particular on Japan. The industries covered by our team of specialists are: consumer electronics, telecomms, pharmaceuticals, internet, electronic parts and materials, automotive technology, retail and capital goods.
PSA produces both company and sector reports. The focus of PSA’s research is to identify winners and losers as new technologies impact the top and bottom lines of corporations. Critical to our research is the clear explanation of how these new technologies work and how they impact companies and industries.
The founding partners have worked closely together for twenty years and the team has more than doubled in size since 2012.
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