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If you’re wondering what makes the Japanese e-commerce industry unique, we’ve got you covered.
Here’s everything you need to know about selling on an ecommerce platform (Japan).
Contents
Overview of E-commerce in Japan (2025)
By 2025, Japan’s e-commerce market is expected to reach around USD 180.4 billion in revenue, reflecting strong year-on-year growth. This expansion is driven by high internet penetration, widespread smartphone use, and a mature, secure payment infrastructure that supports everything from digital wallets to credit cards.
Consumers in Japan turn to e-commerce platforms for access to a wide variety of products — including imported goods — along with frequent deals, reliable delivery, and convenience. With advanced logistics networks and rising cross-border trade, online shopping has become an essential part of daily life for Japanese consumers.
Top E-commerce Platforms in Japan
1. Rakuten
Rakuten Ichiba, often known as the “Amazon of Japan,” is one of the country’s largest e-commerce marketplaces, offering millions of active shoppers and a strong loyalty program that keeps customers coming back. Sellers choose Rakuten because it allows them to customize storefronts, build brand identity, and reach a broad Japanese audience that values trust and quality.
However, competition is fierce, and fees can be high compared to other platforms. Onboarding can be complex, and localization—such as translating content into Japanese—is essential, adding to both cost and setup time.
2. Amazon Japan
Amazon Japan is one of the most trusted e-commerce platforms, known for its fast delivery, Prime benefits, and wide product variety. Sellers choose it for its massive reach, reliable logistics, and FBA (Fulfillment by Amazon) service that manages storage, packing, and shipping efficiently.
However, competition is intense, and platform fees can quickly reduce margins. Amazon also enforces strict performance standards, requiring sellers to maintain high-quality service and compliance to stay competitive.
3. Yahoo! Shopping
Yahoo! Shopping Japan appeals to price-conscious shoppers through its frequent promotions, discounts, and T-Point reward system, making it a strong choice for sellers offering affordable and everyday products. The platform provides access to a wide audience and benefits from Yahoo Japan’s strong digital ecosystem.
However, it’s less dominant than Rakuten or Amazon, so gaining visibility can be challenging. Sellers also face tough competition from major brands with bigger marketing budgets and stronger customer loyalty.
4. ZOZOTOWN
ZOZOTOWN is Japan’s largest fashion e-commerce platform, known for its strong focus on clothing, shoes, and accessories. It’s highly attractive for fashion brands and designers looking to reach style-conscious and loyal Japanese shoppers who value quality and trendiness.
However, entry requirements are strict, and fees are relatively high, making it challenging for smaller or new sellers. Those outside the fashion and lifestyle categories will also find limited opportunities on this platform.
5. Mercari Japan
Mercari is Japan’s leading marketplace for second-hand and casual sellers, popular for its user-friendly app and fast transactions. It’s ideal for individuals or small sellers who want to sell everyday items easily and reach a large, active audience looking for bargains.
However, average prices are lower since most items are pre-owned, and competition is intense due to the large number of individual sellers.
6. Qoo10 Japan
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7. LOHACO
LOHACO focuses on daily essentials such as groceries, household items, and personal care products, making it ideal for sellers targeting everyday consumer needs. Its fast delivery, reliability, and strong partnerships with major Japanese brands build strong trust with local shoppers.
However, the platform’s scope is narrower than larger marketplaces, meaning it’s less suitable for sellers in fashion, electronics, or luxury categories.
Best Practices for Succeeding in E-commerce (Japan)
To do well in Japan’s e-commerce market, try to give free or fast shipping and make your packaging neat or gift-ready. Offer different payment options and make sure your store works well on phones. Most importantly, build trust by having good reviews and giving friendly customer service.
How EasyParcel Helps You Deliver to Japan
Quote and Book on EasyParcel
Go to your EasyParcel account then click “Send Parcel” and select “International Delivery”. After that, fill in your pick up and drop off details including the time and date.
Choose the Right Courier
After you fill in all the required shipment details and get a quote, you’ll be directed to the courier options list. In EasyParcel, you can find several trusted international couriers such as SF Express, FedEx, and Aramex that provide reliable delivery services to Japan.
Finish Your Booking Payment
After you have decided which courier service you want to use and agree with their service agreements or terms, you can proceed to make your payment. That’s it, once your payment is confirmed, your parcel will be picked up at the selected pick up location.
In 2025, the e-commerce (Japan) market will keep growing fast. Shoppers in Japan expect quick service, easy payments, and value loyalty programs, which creates big opportunities for sellers who can adapt.
By focusing on delivery, payment options, packaging, and customer care, you can build trust and grow in this competitive market. EasyParcel welcomes you with a sweet FREE RM10 for your first shipment. And that’s just the beginning! Sign up today and join the fun! Get Free RM10 Now.
