I think that many people buy it with each individual purpose.
Family
As I said, most companies for fruit gifts are in America, so only Americans can buy fruit though Internet. I think there is no Japanese Company to use these systems of fruit gift, but in fact it is very common service for Americans because In America, most of the people have personal computer in at home. And about 50% families have computer. American's computer system becoming progress than Japan or other countries. So American can use it easily. Now only Americans can use these systems and there are limit to use for Japanese, but in near future, most of Japanese will can use these shopping though Internet.