Japan Ecommerce Market | Alternatives for 2022 – AMZ Advisers


The pandemic put a severe halt on many brick-and-mortar shops. However alternatively, it accelerated the expansion of on-line purchasing, and the Japan eCommerce market was no exception.

In 2020, the Land of the Rising Solar grew to become the third largest eCommerce market. That 12 months, Japan registered an eCommerce income of $114 billion USD. This marked a 29% contribution to the worldwide development price, in response to ecommerceDB.

Think about the good alternatives Japan has in retailer for on-line sellers in 2022!

This affluent development doesn’t appear to be near ending anytime quickly. For this reason we determined to research what the eCommerce market in Japan has in retailer for you subsequent 12 months.

Let’s dive proper in!

Japan Ecommerce Market – Overview

Japan map

COVID-19 remodeled Japan’s eCommerce market. In keeping with GlobalData, on-line gross sales registered a 10.5% development by the tip of 2021.

That’s fairly a feat, contemplating Japanese customers are sluggish to undertake new developments. However the pandemic lockdowns compelled a brand new digital change within the nation.

Most Japanese are working from dwelling these days. This made each customers and companies swap to eCommerce platforms. 

As of July 2021, Japan’s Ministry of Inside Affairs and Communications estimates that over 50% of Japanese houses order services and products on-line.

This isn’t solely a neighborhood development. Japanese customers at the moment are extra open to creating abroad purchases. DMFA (Digital Marketing for Asia) states that cross-border purchasing elevated by 17.2%.

At such a price, it’s anticipated that Japan’s worldwide purchases will develop by 18.3% in 2022. That’s round 20.2 million customers purchasing abroad. 

Nevertheless it takes greater than solely itemizing and promoting merchandise to reach Japan. And that’s what we’ll focus on beneath. Let’s see how international sellers could make their mark within the Land of the Rising Solar.

Rakuten On-line Market

Since its launch in 1997, Rakuten has grown into the most important digital platform in Japan. In truth, this market is usually deemed as Japan’s very personal Amazon

It’s additionally one of the worthwhile marketplaces on the planet. That is due to Rakuten’s long-term acquisitions, corresponding to Purchase.com. This buy allowed Rakuten to develop its operations within the US market.

And the expansion is effectively mirrored of their income. Rakuten served the wants of 1.9 billion customers in 2019. It additionally reported $31.7 billion in annual gross sales.

As the most important eCommerce web site in Japan, Rakuten is a superb venue to develop your retailer into East Asia.

Set Up Your Rakuten Account

rakuten japan

Picture supply: https://www.rebates.jp/

To enroll in Rakuten, you’ll have to create a Japanese enterprise entity. Then, you should arrange a Japan-based checking account.

We advocate new sellers to make use of Rakuten’s very own partner network. These allies may help you use your on-line retailer in Japan.

selling on Rakuten

Picture supply: https://market.rakuten.internet/

Rakuten additionally options a number of eCommerce consultants. These are native specialists who’ll advise you on retailer administration. Consultants additionally offer you insights on the way to enhance gross sales within the market. 

When you create an account and submit your organization’s information, you possibly can add your objects. Nevertheless, you’ll additionally need to cross the model screening course of.

It is a four-week course of. Rakuten will conduct a enterprise verification. When you cross, you possibly can choose a charge to pay on the market. It may be month-to-month, per merchandise, or by class.

One perk of be aware is that you just received’t compete with Rakuten for gross sales. Plus, you’ll be capable of introduce brand-new objects to Japan.

That’s an ideal likelihood to promote overstock of merchandise, and to make your mark in Japan.


Picture supply: Line

One other nice technique for Japan Sellers lies in digital fee companies. GlobalData reviews that 64% of Japanese customers favor to make use of fee playing cards for on-line purchasing.

Plus, Amazon Pay has a 3.8% share of on-line funds. It’s solely behind PayPal, which holds 5%.

One of the best venue to conduct stated methods is LINE. That is the preferred messaging app in Japan. Its day by day utilization is effectively above Fb or Instagram.

LINE is an all-in-one social media platform. Options corresponding to LINE Pay permit prospects to make fast on-line funds.

The app additionally options healthcare session, music streaming, and an AI assistant.

Amazon Japan

Amazon Japan

Picture supply: https://www.amazon.co.jp/

The Retail Big is on-par with Rakuten as Japan’s main eCommerce web site. Simply in 2020, Amazon Japan made $12.Three billion in income, in response to ecommerceDB.

Amazon Japan could make next-day deliveries to round 95% of the nation. That is due to Japan’s first-rate infrastructure.

Such ease of transportation delivers a grand alternative for Amazon Prime sellers to draw new followers in Japan

Amazon retailers in Japan additionally get entry to all of Amazon’s vendor instruments. This contains Success by Amazon, Model Registry, and lots of extra.

Associated content material: The Ultimate 2021 Fulfillment by Amazon (FBA) Guide

A Few Further Suggestions

It takes greater than nice merchandise and advertising and marketing technique to succeed in Japan. Locals anticipate high-quality, detailed content material from sellers.

Right here’s what it’s essential win the belief of Japan’s eCommerce market:

  1. Go native. Don’t assume your prospects will perceive English. Be sure your descriptions and customer support are in native Japanese.
  2. Particulars. Submit as many product particulars as attainable. This goes each for merchandise descriptions and product photos. Japanese customers wish to have all of the related information of an merchandise earlier than making a purchase order.
  3. Broaden. Don’t restrict your self to 1 market. Arrange on-line shops in Amazon Japan, Rakuten, and Yahoo! Buying. These are the three prime on-line shops within the nation.

Transport Companies

Japanese cities get pleasure from world-class communication strains. The nation has world-class transport routes. That is essential to handle quick, nationwide deliveries.

The land of the rising solar additionally options nice supply companies. For instance, Yamato is the preferred provider in Japan. EcommerceDB states that 52% of Japanese on-line shops use Yamato as their service supplier.

Additionally, Sagawa Categorical and Japan Put up are one other two nice choices. These carriers help 45% and 23% of stores, respectively.

Such firms can show to be nice allies for worldwide sellers. For instance, Rakuten retailers can work with one of many earlier sellers.

So, associate up with certainly one of these service suppliers. You’ll definitely enhance your transport capabilities throughout Japan. 

Wanting Forward

Ecommerce is flourishing in Japan. As of 2020, round 74% of Japanese customers had made a web-based buy, in response to Statista.

GlobalData additionally predicted a 6% compound annual development price (CAGR) for Japan till 2025. And Statista forecasts a CAGR of 8%. That’s a development of greater than $273.four billion USD!

The nation’s inhabitants is tech-savvy. There’s excessive cellular penetration, and customers are shifting to on-line purchasing day-after-day.

After which there are shops like Rakuten and Amazon Japan. Such marketplaces will assist new manufacturers serve the Japanese market huge time.

So, in case you’re trying to develop abroad in 2020, then keep watch over the Land of the Rising Solar. You’ll be set to make your mark very quickly.


Esteban Muñoz is an search engine optimisation copywriter at AMZ Advisers, with a number of years’ expertise in digital advertising and marketing and e-commerce. Esteban and the AMZ Advisers staff have been capable of obtain unbelievable development on the Amazon platform for his or her purchasers by optimizing and managing their accounts and creating in-depth content material advertising and marketing methods.