Ultimate Guide to Selling Online in Japan

Selling online in Japan presents a compelling opportunity for entrepreneurs and businesses looking to expand their online presence and tap into a thriving, tech-savvy consumer base. As the fourth-largest e-commerce market in the world, Japan boasts a highly developed infrastructure, a strong economy, increasing growth of entrepreneurs in Japan and a population that embraces online shopping enthusiastically.

In recent years, selling online in Japan has experienced steady growth, with more consumers turning to online platforms for their purchasing needs. This trend has been further accelerated by the COVID-19 pandemic, which has driven a significant shift towards digital channels and online shopping.

In this article, we will provide a comprehensive guide for entrepreneurs and businesses looking to sell online in Japan by exploring key aspects of the Japanese e-commerce landscape, providing strategies for localizing online stores, and compelling insights into effective marketing techniques to help them succeed in this exciting and exponential market.

The majority of selling online in Japan is dominated by a few major players, each offering a unique set of features and benefits to consumers and sellers alike. Rakuten, often referred to as the “Amazon of Japan,” is the largest e-commerce platform in the country, boasting a wide range of products and services, including online shopping, travel bookings, and financial services. Rakuten’s success can be attributed to its strong brand recognition, loyalty program, and emphasis on customer satisfaction.

Amazon Japan, a subsidiary of the global e-commerce giant, is another significant player in the Japanese market. Known for its vast selection of products, competitive prices, and efficient delivery services, Amazon Japan has gained a loyal following among Japanese consumers. The platform’s Prime membership program, which offers free and fast shipping, has been a key driver of its success in the country.

Yahoo Shopping, part of the Yahoo Japan Corporation, is a popular e-commerce platform that benefits from its association with the widely-used Yahoo Japan web portal. The platform offers a wide range of products from various merchants and has a strong presence in the fashion and beauty categories. Yahoo Shopping’s integration with other Yahoo Japan services, such as Yahoo Auctions and Yahoo Points, has helped to attract and retain customers.

Top 5 platforms to sell your products online

  1. Mercari: Mercari is a popular consumer-to-consumer (C2C) marketplace that allows individuals to buy and sell items from a wide range of categories. Known for its user-friendly app, Mercari has quickly become one of the leading platforms for second-hand goods in Japan.
  2. PayPay Mall: Operated by PayPay, a joint venture between SoftBank, Yahoo Japan, and Paytm, PayPay Mall is an online shopping mall offering a wide variety of products. It integrates seamlessly with the PayPay mobile payment system, providing a convenient and secure shopping experience.
  3. Wowma!: Previously known as au Shopping Mall, Wowma! is an online marketplace owned by KDDI, a major Japanese telecommunications operator. It offers a diverse selection of products and is integrated with the au WALLET, making it a convenient choice for au mobile network subscribers.
  4. LOHACO: Run by Askul Corporation in collaboration with Yahoo Japan, LOHACO is an e-commerce platform that specializes in daily necessities and office supplies. It caters to both individual consumers and businesses, providing quick delivery and a vast product range.
  5. JMty.jp: Also known as Jimoty, this is a classifieds marketplace where users can list and browse local advertisements for a wide range of items, services, and job postings. It’s a platform that facilitates community-based buying, selling, and exchanging of goods and services.

Japanese consumers are known for their discerning tastes and high expectations when it comes to product quality, customer service, and packaging. They value convenience, reliability, and attention to detail, and are willing to pay a premium for products that meet their standards. Japanese consumers also have a strong preference for domestic brands and products, although they are increasingly open to trying international offerings. Building trust and credibility through localized content, customer reviews, and timely support is crucial for success in the Japanese e-commerce market.

Japan is a highly mobile-centric society, with smartphones playing a central role in consumers’ daily lives. The widespread adoption of mobile devices has led to a significant shift towards mobile commerce, with many Japanese consumers preferring to shop online using their smartphones. This trend presents both challenges and opportunities for e-commerce businesses looking to succeed in Japan. Developing a mobile-friendly website or app, optimizing for local mobile payment methods, and creating engaging mobile content are essential strategies for capturing the attention and loyalty of Japanese mobile shoppers. As we explore further in the next section, localizing your online store for Japanese customers is crucial to capitalizing on the growing mobile commerce trend in Japan.

Localizing Your Online Store for Japanese Customers

Language localization and professional translation are crucial aspects of successfully selling online in Japan. Japanese consumers expect to browse and purchase products in their native language, and any inaccuracies or inconsistencies in the translation can lead to confusion, mistrust, and ultimately, lost sales. Investing in high-quality, professional translation services ensures that your website content, product descriptions, and customer communications are accurately and effectively conveyed to your Japanese audience. This attention to detail demonstrates your commitment to the Japanese market, and marketing agencies in Japan can help build trust and credibility with potential customers.

When localizing your online store for Japan, it is essential to adapt your website design and user experience to meet the preferences and expectations of Japanese users. This includes considering factors such as colour schemes, typography, and layout, as well as navigation and search functionality. Japanese websites often feature a more complex and information-rich design compared to Western websites, with a focus on visual elements and detailed product information. By adapting your website design to align with these preferences, you can create a more engaging and intuitive user experience for Japanese customers, increasing the likelihood of conversions and customer satisfaction.

Effectively showcasing your products is key to attracting and converting Japanese customers. High-quality product images, detailed descriptions, and comprehensive specifications are essential for building trust and aiding in the decision-making process. Japanese consumers value quality and attention to detail, so it is crucial to provide accurate and thorough product information. Additionally, consider highlighting unique features or benefits that may appeal specifically to Japanese customers, such as traditional craftsmanship, innovative technology, or eco-friendly materials. By tailoring your product presentations to the preferences and values of Japanese consumers, you can differentiate your offerings and increase the likelihood of successful sales.

Top 5 Tips for Localizing Your Online Store for Japan

  1. Invest in professional Japanese translation: Ensure that all your website content, product descriptions, and customer communications are accurately translated into Japanese by native speakers to build trust and credibility with your target audience.
  2. Optimize your website design for Japanese aesthetics: Adapt your website’s visual elements, such as colours, fonts, and layouts, to align with Japanese design preferences and create a more appealing user experience for local customers.
  3. Implement a mobile-friendly website: With the high adoption rate of mobile devices in Japan, ensure that your online store is fully responsive and optimized for mobile browsing to cater to the preferences of Japanese consumers.
  4. Display prices in Japanese Yen (¥): Clearly show product prices in the local currency to make it easier for Japanese customers to understand the cost of your offerings and make purchasing decisions.
  5. Showcase products with high-quality images and detailed descriptions: Provide multiple high-resolution product images from different angles and include comprehensive product descriptions in Japanese to help customers make informed purchases and reduce the likelihood of returns.

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In the realm of online selling in Japan, offering a variety of payment methods tailored to customer preferences is crucial for success. Credit cards remain a staple for online transactions, with Visa, Mastercard, and JCB being the go-to options for many. Nonetheless, alternative payment solutions like convenience store payments, where customers pay for online purchases in cash at local stores such as 7-Eleven or Lawson, and bank transfers, including Furikomi and Pay-easy, are also widely favoured. 

These methods cater to a broader audience, including those without credit cards and individuals who prioritize convenience and security in their shopping experience. To effectively tap into the Japanese e-commerce market, merchants must ensure their online stores support these preferred payment options, offering a secure and straightforward checkout process that matches local shopping habits and expectations.

Given the importance of accommodating local payment preferences, online sellers in Japan should incorporate trusted local payment gateways such as GMO Payment Gateway, Veritrans, and Komoju. These platforms provide comprehensive services that embrace a spectrum of payment methods and address specific market requirements like multi-step authentication and language support. 

When selecting a payment gateway, sellers should weigh factors like transaction fees, integration simplicity, and e-commerce platform compatibility to optimize the customer experience. Additionally, maintaining the highest standards of transaction security and customer data protection is paramount: Sellers must employ SSL encryption, and two-factor authentication, and comply with international standards like PCI DSS to build trust with Japanese consumers. 

Transparently communicating data privacy policies can further assure customers of the store’s commitment to their privacy and security, fostering a reliable shopping environment that can stimulate customer loyalty and drive online sales success in Japan.

Mastering Shipping and Logistics for Enhanced Online Selling in Japan


Understanding Japanese shipping expectations and delivery times is integral to the success of online selling in Japan. Japanese customers are known for their high expectations regarding delivery speed and reliability, with next-day and sometimes same-day delivery services being the norm in urban areas. For online sellers, this means that having a robust logistics strategy is essential to meet these expectations and ensure customer satisfaction. Timely and reliable delivery can significantly impact repeat business and customer reviews, which are critical to building a solid online reputation in Japan.

Partnering with reliable shipping providers is another key factor for online selling in Japan. The choice of shipping partner can make or break the customer experience, particularly in a market where timely and secure delivery is expected. Sellers must work with logistics companies that have a proven track record in Japan for both domestic and international shipping. Quick and efficient delivery services, responsive customer support, and the ability to track shipments are services that customers have come to expect and can greatly influence the overall success of an e-commerce business in Japan.

Navigating customs regulations and documentation requirements is a complex but necessary aspect of online selling in Japan, especially for international sellers. Japan has strict customs regulations, and failure to comply can result in delayed shipments or additional costs. Sellers need to understand the import duties, taxes, and necessary paperwork to ensure a smooth delivery process. Clear communication about potential customs delays and charges can also help set realistic expectations for customers. Properly managing these elements is crucial to maintaining a positive buying experience and can help solidify a seller’s standing in the Japanese e-commerce market.

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Financing Options and Strategies for Real Estate Investment in Japan

When it comes to financing real estate investment in Japan, there are several options and strategies available to investors. It is important for investors to carefully assess their investment goals, risk tolerance, and market conditions when considering financing options and investment strategies. Conducting thorough market research and seeking professional advice from real estate agents, financial advisors, and legal experts can help investors make informed decisions and maximize their investment potential in Japan’s real estate market.

Here are two common financing options and five strategies that investors can consider:

Elevating Online Selling in Japan with Superior Customer Service Practices

For online selling in Japan, the importance of prompt and attentive customer support cannot be overstated. Japanese consumers expect quick and efficient assistance in a market where service quality is paramount. This expectation translates into the need for online sellers to have a well-structured customer support system capable of addressing concerns and resolving issues with minimal delay. High responsiveness not only enhances customer satisfaction but also builds trust and loyalty, which are vital in the competitive landscape of Japanese e-commerce. A seller’s reputation for excellent customer service can significantly influence purchasing decisions and brand perception.

Offering multiple customer service channels is a strategic component of successful online selling in Japan. By providing support through various platforms such as email, phone, and live chat, sellers can cater to the different preferences of Japanese consumers, ensuring accessibility and convenience. Diversifying customer service channels also demonstrates a commitment to comprehensive support, allowing for real-time assistance and broadened customer outreach. This approach is especially crucial in Japan, where personalization and consideration are highly regarded, and can be a decisive factor for consumers when choosing where to shop online.

Handling returns, refunds, and product inquiries effectively is a vital aspect of customer service that directly impacts the success of online selling in Japan. A clear and straightforward policy on returns and refunds is essential, as it reassures customers about their purchases. Efficiently managing these processes, along with providing thorough product information and swift responses to inquiries, conveys reliability and a customer-centric approach. In Japan, where trust and service quality are crucial, such efficient practices can significantly enhance customer satisfaction and encourage positive word-of-mouth, thereby fostering repeat business and a strong market position for online sellers.

3 Ways to Optimize Your Marketing Strategies for Effective Online Selling in Japan


Leveraging social media platforms popular in Japan, such as LINE, Twitter, and Instagram, is a dynamic marketing approach when selling online in Japan. These platforms are deeply integrated into the daily lives of Japanese consumers, offering a direct channel to engage with a vast audience. For online sellers, utilizing these networks for marketing purposes means they can enhance brand visibility, promote products through targeted ads, and interact with customers in real time. Effective social media strategies, such as SEO Marketing can drive traffic to selling online,, build brand loyalty, and increase sales within the Japanese market.

Collaborating with Japanese influencers and bloggers can significantly amplify product promotions when selling online in Japan. These individuals carry persuasive power and credibility among their followers, making them ideal partners for reaching potential customers. By harnessing their influence, online sellers can tap into established communities, showcase their products authentically, and generate buzz in a way that resonates with the Japanese audience. Such collaborations can lead to increased brand exposure, credibility, and ultimately, a stronger foothold in the Japanese e-commerce landscape.

Participating in local e-commerce events and trade shows is a tangible way to reinforce your presence in the Japanese online selling space. These events provide a platform to connect with customers, retailers, and industry leaders face-to-face, offering opportunities for networking, brand promotion, and market research in Japan. By showcasing products and services in this context, sellers can demonstrate their commitment to the Japanese market, understand local trends, and gain valuable insights, which can inform more effective market strategies and aid in building a reputable brand within Japan.

Top 5 Marketing Strategies for E-commerce in Japan

  1. Leverage social media platforms: By utilizing popular platforms like LINE, Twitter, and Instagram for PR and Media in Japan, businesses benefit from direct access to a tech-savvy Japanese audience. This approach not only increases brand visibility but also drives customer engagement and sales, capitalizing on the high mobile and social media usage rates in Japan.
  2. Collaborate with Japanese influencers and bloggers: Partnering with well-regarded influencers allows companies to tap into established trust and loyalty. Influencer marketing in Japan can lead to rapid brand recognition and acceptance, particularly beneficial where and when trust is a key deciding factor in consumer behaviour in Japan.
  3. Participate in local e-commerce events and trade shows: Engaging with the local market through these events allows businesses to showcase their adaptability to Japanese preferences and dedication to customer service. This face-to-face interaction can result in immediate sales boosts and long-term relationships, a valuable asset in a market that values personal connections.
  4. Implement Japanese SEO targeted practices: Tailoring online content to the Japanese market with SEO strategies can significantly increase a website’s ranking on local search engines. This results in enhanced visibility and traffic, a critical advantage when competing in Japan’s crowded online marketplace.
  5. Offer promotions and loyalty programs: By creating exclusive offers and loyalty rewards, companies can foster a strong customer base in Japan. These incentives not only encourage initial purchases but also promote repeat business, an important strategy in a market where brand loyalty is highly esteemed.

An overview of Japanese e-commerce laws and regulations is essential for businesses involved in online selling in Japan. When starting a company in Japan, the country’s legal framework for e-commerce is designed to protect consumers, maintain fair trade, and regulate electronic transactions. Sellers must comply with the Act on Specified Commercial Transactions, which includes stipulations on displaying business information and transaction terms. 

There are also specific laws regarding the sale of certain goods, like pharmaceuticals and alcohol. Understanding and adhering to these regulations is not only a legal requirement but also instils trust among Japanese consumers, who value transparency and ethical business practices highly.

Ensuring compliance with data protection and privacy laws is a critical aspect of selling online in Japan. The Act on the Protection of Personal Information (APPI) governs the use and handling of personal data, and businesses must strictly adhere to its guidelines. This includes obtaining consent before collecting personal information, properly managing and storing data, and being transparent about its usage. 

Compliance is crucial as it affects consumer confidence and can have legal repercussions. For international sellers, it’s also important to align with global data protection regulations, such as the GDPR, to maintain the integrity of cross-border transactions.

Understanding tax obligations for cross-border selling is a complex but vital part of online selling in Japan. Sellers must be aware of the Consumption Tax Law, which requires businesses to charge a consumption tax on goods and services sold in Japan. For international sellers, understanding the tax implications, including customs duties and import taxes, is necessary to ensure proper pricing and compliance. 

Additionally, Japan’s tax treaties, tax reductions, and the rise of digital tax laws can affect cross-border e-commerce. Sellers benefit from navigating these tax obligations accurately, as it prevents legal issues and fosters a straightforward relationship with both the authorities and the customers.

Concluding Thoughts

In summary, selling online in Japan offers opportunities but it requires a strategic approach tailored to the unique aspects of the Japanese market. From customer service to marketing strategies and the regulatory framework, all pillars are paramount in ensuring high effectiveness when selling online

For entrepreneurs looking to explore the potential of online selling in Japan, there is a clear roadmap to success. Commitment to understanding and adapting to the Japanese market can yield significant rewards. Your journey doesn’t end here, though. For further reading, resources, and expertise to help scale your company, visit Scaling Your Company for more articles, podcasts, and resources that will equip you with the knowledge and tools necessary for thriving in the world of online selling in Japan.


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