Getting Into eCommerce in Japan: A Complete Guide

Japan is the third-largest eCommerce market in the world, with consumers who prioritize quality, trust, and efficiency when shopping online. The demand for fast, reliable, and localized shopping experiences continues to grow, making Japan a prime market for international brands. However, success here requires more than just listing a product—you need to navigate compliance, logistics, and localization to stay competitive.

While eCommerce is the easiest way to enter the market, retail opportunities also exist for brands looking to establish a physical presence. Expanding into retail often means working with wholesalers, attending expos, and building distribution partnerships. Many successful brands start with eCommerce to test demand, refine their strategy, and gain valuable market insights before taking the leap into retail.

How to Start Selling in Japan  

Launching on an eCommerce marketplace is one of the easiest ways to enter Japan, but it requires planning.
Here’s what you need to consider:

1. Validate Product Fit & Market Demand  

Before launching, assess whether your product is the right fit for Japanese consumers:

• Analyze Competitors – Who are your direct and indirect competitors? How are they positioning themselves?
• Evaluate Demand – Look at local search trends, consumer behavior, and competitor sales performance.
• Product Adaptation – Japanese consumers expect detailed product descriptions, localized packaging, and high service standards.

2. Ensure Compliance & Regulatory Readiness  

Selling in Japan requires compliance with strict import regulations:

• Certain products require an Importer of Record (IOR) to ensure compliance. 
• Packaging and labeling must meet local regulatory standards.
• Some categories (e.g., cosmetics, supplements, electronics) require additional certifications or approvals.

3. Establish a Logistics & Fulfillment Plan  

• Amazon FBA is a strong option for logistics if selling on Amazon Japan, and RSL is a reliable option if you are selling on Rakuten
• Third-party logistics (3PL) can help manage warehousing and order fulfillment for multiple platforms.
• Shipping Speed Matters – Consumers expect fast, reliable delivery, often within 1-2 days.

4. Create a Market Entry Strategy

There are several ways to structure your market entry:

• D2C (Direct-to-Consumer) via Your Website – Requires a localized site, Japanese customer support, and digital marketing.
• Selling on Marketplaces – Easier entry with built-in traffic, but requires advertising and optimization.
• Distributor & Wholesale Partnerships – Ideal for brands looking to expand into retail, but often requires establishing a presence in Japan to build trust and secure partnerships with local distributors.

5. Choose the Right Platform for Your Business

Not all eCommerce platforms in Japan operate the same way, so finding the right fit for your products is key to success.

• Amazon Japan: Ideal for global brands and businesses seeking fast entry with FBA (Fulfillment by Amazon). Amazon is search-driven, meaning product ranking and advertising are critical.
• Rakuten Ichiba: Best for brands looking to build strong brand identity and long-term customer loyalty. Requires more effort in storefront customization and advertising but offers access to a large, engaged customer base.
• Yahoo! Shopping: A strong alternative with lower fees than Rakuten, offering diverse product categories and integration with PayPay, one of Japan’s largest digital payment systems.
• Qoo10 Japan: Popular among price-sensitive shoppers and known for promotions, making it a good option for brands looking to leverage discounts and deals.

Read this article to learn more about each eCommmerce platform in Japan.

Challenges of eCommerce in Japan for International Brands

Expanding into Japan’s eCommerce market comes with unique challenges that international brands must navigate. Beyond securing the right marketplace and logistics strategy, brands need to consider factors that can impact long-term success.

Here are some key hurdles to be aware of:

• Supply Chain Complexity – Ensuring a reliable supply chain to meet Japanese consumer expectations for fast, consistent delivery can be challenging.
• Local Competition – Many product categories are dominated by well-established Japanese brands, making strong branding and differentiation essential.
• Language & Cultural Barriers – Successful localization is crucial for marketing, customer service, and building trust with Japanese consumers.
• Regulatory & Compliance Hurdles – Strict import regulations, labeling requirements, and safety standards can slow down market entry.
• Consumer Trust & Brand Recognition – Japanese shoppers often prefer familiar domestic brands, meaning foreign companies need time and investment to establish credibility.

How COVUE Can Help

COVUE is a Japan-based market entry expert providing full-scope eCommerce support.

We help brands navigate regulations, logistics, localization, and marketing so you can succeed in Japan.

Our services include:

• Market Research – Validate product demand and competitor insights before launching. Our team provides in-depth market analysis, identifying opportunities, pricing strategies, and consumer trends to ensure your product is positioned for success.
• Regulatory Compliance – Handle IOR, product approvals, and labeling requirements.
• Logistics & Fulfillment – Warehousing, order processing, and last-mile delivery.
• Marketplace Management – From store setup to PPC advertising and performance optimization, our eCommerce experts handle the full strategy and execution for selling on Rakuten, Amazon Japan, and Qoo10. We ensure localized product listings, competitive pricing, and marketing campaigns that drive sales and visibility.

Expanding into Japan’s eCommerce market is a strategic investment—and with the right support, it can be a seamless process.

Whether you need full-scale eCommerce solutions or targeted support, COVUE can help you launch and scale with confidence.

Contact us today to build your eCommerce strategy for Japan.

This article was originally posted on September 13, 2022, and has been updated with recent information on March 13, 2025.