FamiPay

FamiPay is a digital wallet service launched by FamilyMart, one of Japan's three major convenience store chains. As an accessible Japanese e-wallet, FamiPay supports in‑store payments via barcode scanning within the app at FamilyMart locations, as well as online payments at merchants that accept FamiPay. Additionally, when consumers select Konbini payment on e-commerce platforms, they can also complete order settlement using FamiPay at FamilyMart stores. Beyond basic payment functions, FamiPay integrates services such as utility bill payments, gradually evolving into a one-stop lifestyle service platform.

FamiPay provides users with diverse options for top-ups and payments. Users can top up their FamiPay accounts with cash at FamilyMart stores, or via bank accounts, credit cards, or gift cards. During payment, in addition to using account balance directly, FamiPay supports combined payments by linking major loyalty point programmes such as d Point, R Point, and V Point. In terms of rewards, users earn FamilyMart points equivalent to JPY 1 for every JPY 200 (tax included) spent via FamiPay. Paying utility bills through FamiPay earns points worth JPY 10, further enhancing its appeal to Japanese consumers.

The core users of FamiPay are primarily FamilyMart members and regular shoppers, especially younger demographics who prefer digital payments. These users are typically accustomed to using digital wallets for online shopping, bill payments, and point redemption, and also include a broad audience seeking both discounts and convenience in their daily consumption.

In terms of user scale and scenario coverage, the FamiPay app has exceeded 3 million monthly active users (MAUs). Leveraging FamilyMart's network advantage of approximately 17,000 stores in Japan, FamiPay effectively reaches consumers who frequently shop at convenience stores, achieving extensive market penetration.

Properties

The following table lists the product properties supported by FamiPay:

User experience

Note: The following payment flows on different terminals are for reference only. For supported merchants' terminal types, consult Antom Technical Support.

The following screenshots show the journey of paying with FamiPay:

Web

1. The buyer selects FamiPay to pay.

2. The buyer is redirected to FamiPay's web page and logs in with the phone number and password registered to FamiPay.

3. The buyer enters the PIN to continue payment.

4. The buyer enters the 4-digit authentication code, which is sent to the mobile number registered to FamiPay, to complete the payment.

5. The buyer is redirected to the merchant's result page.

WAP

1. The buyer selects FamiPay to pay.

2. The buyer is redirected to FamiPay's mobile browser payment page and logs in with the phone number and password registered to FamiPay.

3. The buyer enters the PIN to continue payment.

4. The buyer enters the 4-digit authentication code, which is sent to the mobile number registered to FamiPay, to complete the payment.

5. The buyer is redirected to the merchant's result page.

FAQ

1. What is the positioning and core advantage of FamiPay in the Japanese digital payment market?

FamiPay is a mobile payment tool exclusive to FamilyMart Japan. Its core positioning revolves around the convenience store ecosystem, providing an integrated payment solution combined with everyday lifestyle services. In the local market, it enjoys strong user stickiness and high adaptability across different scenarios. Its core advantages can be summarised in three points: First, leveraging the traffic base of more than 17,000 FamilyMart outlets, FamiPay can accurately target high‑frequency daily consumers. Second, Payments, coupons, and loyalty points are consolidated, with exclusive monthly coupons issued to stimulate spending. Third, the Pay Next Month option aligns closely with Japanese consumers' established payment habits.

2. What is the user scale and core customer base of FamiPay?

As of the first half of 2025, cumulative downloads of FamiPay have surpassed 26 million, with 2.5 million new downloads in that period alone—a year‑on‑year increase of 124%, reflecting strong growth momentum. Its core users are concentrated in the 20–50 age group, the mainstream consumer demographic in Japan with strong demand for convenience stores, dining, and daily retail. They are also accustomed to using incentives such as coupons and loyalty points. For cross‑border merchants, integrating FamiPay provides direct access to this high‑frequency, loyal user base, while also extending reach to the wider Japanese population through the FamilyMart ecosystem.

3. How extensive is FamiPay's coverage in Japan?

FamiPay's usage is anchored in FamilyMart stores, but extends into a broad range of daily consumption contexts. Core coverage includes all categories of spending across FamilyMart's offline stores, while also extending to dining, everyday retail, small supermarkets, and other local outlets. It also supports online micro-consumption and lifestyle service payments. For merchants, FamiPay is particularly suited to businesses focused on local daily consumption in Japan, such as dining, everyday goods, beauty and personal care, snacks, and beverages. It also benefits online merchants offering lifestyle services or lightweight e‑commerce, especially SMEs aiming to reach high‑frequency community consumers.

4. What are the consumption habits of FamiPay users?

FamiPay users prioritise promotional benefits and primarily engage in high-frequency, low-value consumption while expecting a high level of convenience. They are highly responsive to coupons and threshold discounts, with FamiPay‑exclusive coupons seeing far greater uptake than other incentives. Transactions are generally small in value but frequent, concentrated in convenience stores and nearby community outlets. For merchants, conversion can be improved by using FamiPay's coupon tools to set up store‑specific discounts or spend‑and‑save promotions. This approach matches consumer preferences while simplifying the payment process through QR code scanning, enhancing the overall user experience.