チヨダ's e-commerce business, built around customer search paths, continues to grow, with e-commerce sales rising substantially year on year in the fiscal year ended February 2026. The target for the current fiscal year is expected to increase to ¥5 billion.
According to an interview with Tomitaka Naoto (冨髙尚登), head of チヨダ's E-commerce Division, a factor behind the growth has been applying the company's in-store merchandising approach to e-commerce, with an emphasis on making products easy to view and purchase. The relaunch of its own e-commerce site, Kutsu.com, marked a turning point, with sales increasing after the company strengthened how it presents product information.
The company applies the same strategy to e-commerce as it does in its physical stores, operating on a total of 8 marketplaces including Amazon, Rakuten Ichiba, ZOZOTOWN and Yahoo!. It uses multiple store names depending on the marketplace, optimising the product mix and the appearance of each store page.
For customer management, the company linked the IDs used for Kutsu.com, which had been operated through its physical stores, with its e-commerce IDs in January this year. It has more than 5 million members and aims to create an environment in which each member can use the points programme to purchase wherever it is most convenient. Going forward, the company plans to pursue AI-based search optimisation, develop its order and inventory management infrastructure, and consider cross-border e-commerce.
E-commerce sales were ¥3.6 billion in the fiscal year ended February 2026, up 56% year on year. The target for the current fiscal year is ¥5 billion, up 38% year on year. Combined e-commerce sales from its own site and other platforms have exceeded the prior-year month-on-month figure for 60 consecutive months, and the company will continue initiatives to sustain growth.