How to Sell in Japan e‑commerce: A Complete Guide to Major E‑Commerce Platforms for Overseas Brands

Japan’s e‑commerce ecosystem is diverse, highly structured, and platform‑specific. For overseas brands, the biggest challenge is understanding which platforms allow foreign sellers, what operational requirements exist, and how much it costs to run a store.

This guide provides a clear, structured overview of Japan’s major EC platforms, including accessibility, SKU expectations, and typical fee structures.

Platform Accessibility Overview

• Direct Overseas Selling Possible

You can open a store from abroad, but Japanese operational support is required.

• With a Japanese Partner

A Japan‑based company can operate the store on your behalf.

• Through Proxy Selling

A Japanese company sells your products as the official seller.

Platform	Direct Overseas Selling	With Japanese Partner	Through Proxy Selling	Typical Minimum SKU
Amazon Japan	OK	OK	OK	1SKU
Rakuten Ichiba	NG	OK	OK	20–50 SKUs
Yahoo! Shopping	NG	OK	OK	10–30 SKUs
Mercari Shops	NG	OK	OK	1 SKU
Mercari (individual)	NG	NG	OK	1 SKU

2. Platform‑by‑Platform Breakdown

Amazon Japan — The Most Accessible Option

Amazon Japan is the only major platform that allows overseas sellers to register directly.

Requirements

• Japanese‑language customer support

• Domestic return address

• Compliance with Japanese regulations (food, cosmetics, electronics, etc.)

SKU Expectations

• No minimum

• 1 SKU is enough to start

Fees

• Referral fee: 8–15%

• Optional FBA fees

• Monthly fee for professional plan

Best For

• Brands testing the market

• Small catalogs

• D2C brands with global operations

Rakuten Ichiba — High Commitment, High Visibility

Rakuten is Japan’s premium marketplace with strong brand recognition.

Requirements

• Japanese corporation

• Japanese bank account

• Full Japanese‑language operations

SKU Expectations

• Practical minimum: 20–50 SKUs

• Stores with fewer products struggle to gain traction

Fees

• Monthly fixed fee

• System usage fee: 2–4%

• Commission: 2–7%

• Advertising is almost essential

Best For

• Established brands

• Larger catalogs

• Companies ready to invest in Japan long‑term

Yahoo! Shopping — Accessible With a Partner

Yahoo! Shopping is more flexible than Rakuten but still requires Japanese infrastructure.

Requirements

• Japanese corporation

• Japanese bank account

• Japanese‑language customer support

SKU Expectations

• Practical minimum: 10–30 SKUs

Fees

• No monthly fee

• Total fees: 3–10% (payment, points, ads)

Best For

• Value‑driven products

• Brands wanting lower fixed costs than Rakuten

Mercari Shops — Simple and Low‑Barrier

Mercari Shops is the business‑oriented version of Mercari.

Requirements

• Japanese corporation or Japanese partner

• Domestic shipping capability

SKU Expectations

• 1 SKU is enough

Fees

• Flat 10% selling fee

Best For

• Small brands

• Limited product lines

• Testing demand with minimal risk

Mercari (Individual Marketplace) — Proxy Selling Only

Mercari is a C2C platform.

Requirements

• Japanese address

• Japanese bank account

• Domestic shipping

SKU Expectations

• 1 item is enough

Fees

• 10% selling fee

Best For

• Proxy selling through a Japanese partner

• Small‑batch or handmade items

3. What Overseas Sellers Must Prepare

Regardless of platform, overseas brands typically need:

1. Japanese‑Language Customer Support

Japanese consumers expect fast, polite, detailed responses.

2. Domestic Return Address

Amazon requires this; others strongly recommend it.

3. Regulatory Compliance

Especially important for:

• Food

• Cosmetics

• Electrical appliances

4. Localization

Japanese consumers read product descriptions carefully.

High‑quality localization is essential.

4. How I (Irodori Lab) Support Overseas Brands to sell in Japan e‑commerce

Entering Japan’s EC market requires clarity, structure, and the right local support.

This is where I help overseas brands succeed.

What I can support:

• Platform selection based on catalog size, margins, and brand positioning

• Compliance guidance for food, cosmetics, and regulated products

• Japanese‑language product pages, SEO, and brand storytelling

• Coordination with Japanese logistics, CS, and fulfillment partners

• Visual diagrams explaining workflows and responsibilities

• Clear, structured frameworks to help teams understand the Japanese market