Ikea has unveiled a new urban store concept in Tokyo’s Shibuya, blending digital and physical shopping. The redesigned store, reopened on Tuesday, features a large LED screen for virtual room displays and integrates online shopping.
The Shibuya store, part of Ikea’s global urban strategy, includes a 2.3 by 4.5-meter screen showcasing 50 virtual room setups. Customers can view product details and QR codes for online purchases.
This digital shopping format is a first for IKEA and may expand internationally. The store also features seasonal color displays and miniature room setups.
Opened in 2020 as a test site, the Shibuya store has been revamped with European expertise. Despite being smaller than suburban stores, Ikea is focusing on urban expansion.
Ikea operates 473 stores globally, with only 29 in urban areas. In Japan, Ikea has been a leader in urban stores, opening locations in Harajuku, Shibuya, and Shinjuku from 2020 to 2021.
The Shibuya store offers around 2,700 products, fewer than suburban stores. IKEA expects urban stores to drive e-commerce growth. Online sales have increased to 20% of total sales, with Tokyo at 35%.
Ikea’s presence in Japan is smaller compared to local rival Nitori, which has a larger market share and more stores. Ikea plans to open similar urban stores in Osaka and Nagoya to boost online sales.
