Nitori
The online store of Japan's largest furniture and home goods retailer.
Nitori at a glance
Nitori is an e-commerce website and one of the most visited sites in Japan, currently ranked #129 in the country. It was founded in 1967 by Akio Nitori and is headquartered in Sapporo, Japan. Today Nitori is owned by Nitori Holdings Co., Ltd.. Our estimates put its audience at ≈ 60 million visits per month. The business earns money mainly through product sales. Its closest rivals include muji.com, ikea.com, amazon.co.jp.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 56.4 million / month | +2% |
| Q2 | ≈ 58.2 million / month | +3% |
| Q3 | ≈ 60 million / month | +3% |
| Q4 | ≈ 63.6 million / month | +6% |
Traffic sources
- Direct48%
App-first shopping habit
- Organic search31%
- Paid search11%
- Social6%
- Referral & email4%
Audience & demographics
- Women54%
- Men46%
- Age 25-3430%
- Age 18-2423%
- Age 35-4422%
The audience is concentrated in Japan, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Japan86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 18 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- Japan
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| nitori | 1 | Very high | Dominant |
| online shopping | Top 10 | High | — |
| discount codes | Top 10 | High | — |
| free delivery | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the Japan web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 76% mobile
- Position in country
- Among the leading e-commerce apps in Japan
Company information
- Website
- nitori-net.jp
- Sector
- E-commerce
- Owner
- Nitori Holdings Co., Ltd.
- Owner type
- Public company
- Founders
- Akio Nitori
- Founded
- 1967
- Headquarters
- Sapporo, Japan
- Employees
- 30,000+
- Ownership
- Nitori Holdings Co., Ltd. controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $6 billion annual revenue (est.)
- Languages
- Japanese
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- ≈ $6 billion annual revenue (est.)
- Ownership
- Public company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Nitori operates an online retail and marketplace platform focused on Japan. The online store of Japan's largest furniture and home goods retailer. Revenue comes mainly from product sales, supported by the other lines listed below.
- Product sales
Products & services
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
International presence
- Primary market
- Japan
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (Japan)
- #129 in this index
- Sector rank
- Leading e-commerce site in Japan
- Global rank
- 1800
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| muji.com | ≈ 36 million / month | #130 class competitor | — |
| ikea.com | ≈ 27 million / month | #131 class competitor | — |
| amazon.co.jp | ≈ 18 million / month | #132 class competitor | — |
What is Nitori?
Nitori (nitori-net.jp) is an online retail and marketplace platform serving users in Japan. The online store of Japan's largest furniture and home goods retailer. It ranks #129 among the most visited websites in the country in this index, within the e-commerce category.
Who owns Nitori?
The site is operated by Nitori Holdings Co., Ltd., founded by Akio Nitori. The company was established in 1967 and is headquartered in Sapporo, Japan. It employs around 30,000+.
Traffic and audience
Traffic estimates place Nitori at roughly 60 million visits per month, about 2 million per day. Around 76% mobile of sessions come from mobile devices, and visitors view about 7.4 pages per visit with an average session of 6 min.
How Nitori makes money
Revenue comes primarily from product sales, alongside .
Competitors in Japan
Its closest rivals include muji.com, ikea.com, amazon.co.jp.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1967
Nitori is founded in Sapporo, Japan.
- Growth phase
Expands its e-commerce offering and moves to a mobile-first product.
- Today
Ranks #129 among the most visited websites in Japan.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Wide product assortment with competitive local pricing
- Established delivery and returns network
- Local payment methods and installment options
- Mature seller tools and campaign calendar
Cons
- Product quality varies between third-party sellers
- Returns and disputes can take time on marketplace orders
- Commissions and ad costs pressure smaller sellers
- International shipping coverage is limited
Key statistics
Frequently asked questions
Who owns Nitori?
Nitori is operated by Nitori Holdings Co., Ltd.. Public company structure, based on public filings and press reporting.
Where is Nitori headquartered?
Nitori is headquartered in Sapporo, Japan.
When was Nitori founded?
Nitori was founded in 1967 by Akio Nitori.
How many employees does Nitori have?
Nitori employs approximately 30,000+ people.
What is Nitori's revenue?
Nitori's revenue: ≈ $6 billion annual revenue (est.).
Who are Nitori's competitors?
Main competitors in Japan include muji.com, ikea.com, amazon.co.jp.
How does Nitori make money?
Mainly product sales.
Is Nitori publicly traded?
Nitori's ownership: Public company.
How many visitors does Nitori get?
Third-party estimates place Nitori at roughly 60 million visits per month, mostly from Japan, with 76% mobile traffic.
Is Nitori safe?
Nitori is an established e-commerce site founded in 1967 and ranked #129 in Japan; use the official domain nitori-net.jp and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsnitori-net.jp
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageJapan and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos