Advantage Partners has sold a portion of its shares in Net Protections Holdings to Hakuhodo DY Holdings as part of a strategic partnership to enhance marketing and communication research.

Target Company Information

Advantage Partners, Inc. (hereinafter referred to as "AP") has sold a portion of its shares in Net Protections Holdings, Inc. (hereinafter referred to as "Net Protections Holdings") to Hakuhodo DY Holdings, Inc. (hereinafter referred to as "Hakuhodo DY Holdings", TSE First Section / Securities Code 2433). Net Protections Holdings, through its subsidiary Net Protections, Inc., has been providing services focused on post-payment solutions for BtoC e-commerce since 2002. Following AP's investment in July 2016, the firm has leveraged its operational expertise and network to support various management initiatives. As of fiscal year 2018, Net Protections Group reported over 13.5 million annual active users for its core service "NP After Payment", with a cumulative transaction count of 170 million, marking its steady growth as a payment infrastructure within Japan's e-commerce sector.

Industry Overview in Japan

The e-commerce industry in Japan is one of the fastest growing sectors, driven by increasing digitalization and shifting consumer habits. As more consumers are opting for online shopping, the demand for seamless payment solutions continues to rise, giving a significant push to alternative payment methods, such as post-payment services. Companies like Net Protections Holdings are at the forefront of this shift, providing flexible payment options that cater to both consumers and businesses.

Furthermore, the increasing reliance on mobile payment solutions reflects a broader trend where consumers expect convenience and security when transacting online