Research has revealed that luxury brands are wary of entering the Japanese ecommerce market. According to a report published by L2, just 73% of luxury brands in Japan have an ecommerce presence, compared to 90% of the same brands in the US. The report found that watch and jewellery brands were especially reluctant to enter the Japanese ecommerce market, with just 57% of them selling over their websites in Japan. Of the brands that sell online in the US, names like Hugo Boss, Ralph Lauren and Chanel still do not sell online in the Japanese market. However, Japanese consumers still account for around 11% of global luxury spend, and the country is currently the world’s second largest luxury market.