E-commerce in Japan: Winning Strategies for Foreign Brands
- GO TO JAPAN
- Apr 28
- 11 min read
With an estimated turnover of nearly 240 billion euros in 2025, the Japanese e-commerce market remains the fourth largest in the world after China, the United States and the United Kingdom.
In a period of rapid change since the pandemic, this complex and sophisticated market has attracted many foreign brands attracted by its economic potential and the strong online consumption of Japanese people, which is now well established.
However, effectively penetrating this market requires a deep understanding of the specific expectations of Japanese consumers, adopting a localized marketing strategy and mastering the intricacies of major platforms such as Rakuten Ichiba, Amazon Japan, or Zozotown.
The Current Landscape of the Japanese E-Commerce Market
A mature but growing market
By 2025, Japan will have nearly 120 million regular internet users, with an internet penetration rate exceeding 93%. Nearly 80% of these internet users regularly make online purchases, demonstrating the massive adoption of e-commerce by the Japanese population.
E-commerce sales are now achieving average annual growth of around 8%. This sustained growth is explained by the increasing digitalization of purchasing habits, reinforced by the prolonged impact of the pandemic, which has profoundly changed behaviors: an increase in online food orders, a rise in cross-border e-commerce, and the development of social commerce via Instagram and Line.
The essential platforms and their dynamics
Japan's historic e-commerce giants remain dominant, but their influence is evolving rapidly:
Rakuten Ichiba remains the preferred platform in Japan thanks to its community model based on loyalty points ("Rakuten Super Points"). It holds nearly 28% of the market.
Amazon Japan continues its spectacular growth with a market share now approaching 25%, supported by its massive investments in logistics (notably via Amazon FBA).
Yahoo! Shopping, under the banner of Z Holdings (Yahoo! and Line), consolidates approximately 12% of the market with a very loyal local audience, responsive to targeted promotional offers.
Zozotown, a leader in the fashion and lifestyle sector, represents more than 55% of online sales of clothing and accessories in Japan.
Qoo10 Japan, a Korean platform, is rapidly gaining popularity, particularly in the field of Korean cosmetics and products, illustrating a growing openness of the Japanese market to international players.
Qoo10's spectacular breakthrough
Qoo10, originally founded in 2010 by Giosis in partnership with eBay, initially expanded in Singapore before actively focusing on Japan. Acquired in majority by eBay Japan in 2018, Qoo10 Japan has experienced a meteoric rise.
Between 2020 and 2025, the platform saw its revenue triple, achieving an average annual growth of +35%. By 2024, Qoo10 was already ranked among the top 5 marketplaces in Japan, with a registered user base of over 20 million.
The reasons for this success are multiple:
Strategic positioning on Korean products: Qoo10 has been able to take advantage of the "Korean Wave" (Hallyu) which is massively appealing to Japanese consumers, by promoting Korean beauty, fashion and electronics brands.
Aggressive pricing policy: thanks to frequent promotional campaigns and optimized logistics, Qoo10 offers very competitive prices.
Embracing new trends: Qoo10 was an early adopter of social commerce, live shopping, and interactive mobile features, in line with the purchasing habits of young Japanese consumers.
Powerful influencer campaigns: In 2024, Qoo10 collaborated with over 500 Japanese nano- and micro-influencers on Instagram and TikTok to promote its shopping events like the "Mega Sale."
The specificities of the Japanese consumer
Japanese consumers possess unique characteristics that strongly influence their online purchasing behavior. Understanding these specificities is essential for any brand wishing to succeed in this market.
Demand for quality and attention to detail: In Japan, the perceived quality of a product is based not only on its functionality, but also on its appearance, packaging, and the overall shopping experience. Even minor details like poorly printed instructions or slightly damaged packaging can damage a brand's reputation. Consumers expect perfect products and a flawless user experience.
Seeking authenticity and trust: Trust is a central element in purchasing decisions. The Japanese favor brands that demonstrate their reliability through certifications, quality labels, and customer testimonials. A company's reputation is closely scrutinized: a single negative comment can have significant repercussions if not handled properly.
Importance of customer service: Customer service in Japan must be fast, respectful, and highly professional. Consumers expect accurate and immediate responses and particularly appreciate personalized follow-ups. Personal and empathetic support often makes all the difference in a highly competitive market.
Sensitivity to seasons and events: The Japanese calendar dictates consumer spending: New Year, Hanami (cherry blossom season), Obon, Christmas, as well as numerous commercial events such as White Day and Golden Week. Adapting promotions and product offerings to seasonal events is crucial for boosting sales.
Massive mobile usage: Japan is one of the countries where mobile usage for online shopping is most widespread. E-commerce sites must offer a smooth, fast, and user-friendly mobile user experience, or risk seeing their conversion rates plummet.
Strong influence of customer reviews (Kuchikomi): Before purchasing, consumers systematically consult online reviews. More than just an information tool, reviews play a fundamental role in building a brand's credibility. Having a proactive review management strategy is therefore essential.
Melvita's winning strategy
The French brand Melvita, specializing in organic cosmetics, has managed to sustainably conquer the Japanese market thanks to a carefully localized marketing and sales strategy.
From the moment it was established, Melvita understood the importance of adapting not only its products but also its entire image to the tastes and expectations of the Japanese consumer:
1/ Specific packaging: labels fully translated into Japanese, a clean design, and suitable formats (small sizes for testing products, compact formats for travel, very popular in Japan).
2/ Authentic communication: Melvita emphasized its French history and its ecological commitments, values that resonate strongly with Japanese consumers who are sensitive to natural products and authenticity.
3/ Omnichannel implementation: in addition to Rakuten Ichiba and Amazon Japan, Melvita has rapidly increased the number of physical points of sale, particularly in department stores and premium drugstores, in order to increase brand awareness.
4/ Exemplary management of customer reviews: each customer feedback, positive or negative, was the subject of a personalized response, thus strengthening the confidence of Japanese users.
Result: Melvita is now one of the most recognized French organic brands in Japan, with sustained annual growth in its turnover in the archipelago since 2021.
Specific Marketing Strategies for Success in Japan
Success in Japan requires a deeply localized marketing strategy, combining rigor, cultural respect, and digital innovation. Here are the key areas to focus on:
Complete content localization
It's not enough to literally translate your website or product sheets: you need to adapt the entire content to Japanese linguistic and cultural codes. This involves:
Use of professional native Japanese (human translation required).
Taking into account cultural norms (polite phrases, discreet highlighting of advantages without exaggeration).
Adaptation of visuals: refined aesthetics, attention paid to visual details (packaging, layout, cultural symbols).
Localized SEO and SEM
In Japan, Yahoo! Japan still holds a significant share of the search engine market alongside Google. An effective SEO/SEM strategy must therefore optimize content on both platforms.
SEO: specific work on keywords in kanji, hiragana and katakana.
SEM: Google Ads and Yahoo! Ads campaigns in Japanese, with the creation of ads specifically written for the local audience.
Creating a storytelling anchored in local values
Successful brands are those that know how to tell a credible and engaging story for the Japanese public:
Highlighting authenticity, craftsmanship, and lasting quality.
Sensitivity to environmental, social and well-being issues.
Alignment of speech with the expectations of discretion and humility specific to Japanese culture.
Partnership with Japanese influencers and KOLs
Collaborating with nano- and micro-influencers (5,000 to 50,000 followers) often offers better engagement than targeting only big celebrities.
Rigorous selection: favor profiles with affinity with the brand.
Creation of authentic content: tutorials, real-life user reviews, live sessions.
Exploitation of social commerce
Instagram, Line and TikTok have become major sales channels.
Instagram Shopping integration.
Using Line Business Account to send personalized promotions.
Participation in Live Commerce events.
Seasonality and event campaigns
Planning your marketing actions according to the Japanese calendar is essential:
Promotions for the New Year (oseibo, fukubukuro).
Campaigns around Hanami, Golden Week or White Day.
Theming of products and content according to seasons (e.g., pastel colors in spring, “cooling” offers in summer).
Importance of after-sales service as a marketing lever
Responsive and personalized customer support is not only expected, it's a key loyalty factor. Integrating customer service into your marketing strategy (for example, through public responses to reviews) helps improve overall brand perception.
Importance of marketplaces for visibility
Beyond a dedicated website, a strong presence on Rakuten Ichiba, Amazon Japan, and Yahoo! Shopping is essential for building brand credibility. Each platform requires a tailored strategy (e.g., points system on Rakuten, FBA logistics on Amazon).
Importance of influencers and social commerce
Japanese influencers play a decisive role, particularly on Instagram and TikTok, where they significantly influence purchasing decisions, particularly in the fashion, beauty, and food sectors. Collaborative campaigns with these influencers are essential for reaching a targeted and qualified audience.
MediHeal's Viral Campaign
South Korean cosmetics brand MediHeal, which specializes in facial care masks, has achieved exceptional success in Japan thanks to a localized marketing strategy on Instagram and TikTok.
In 2024, MediHeal launched an intensive campaign with Japanese micro-influencers specializing in beauty and skincare. Rather than investing solely in major celebrities, the brand chose to collaborate with several dozen content creators, each with between 10,000 and 50,000 followers, thus targeting highly engaged communities.
Each influencer showcased MediHeal products in formats that are popular in Japan: before/after videos, application demonstrations, and interactive live streams answering followers' questions.
At the same time, MediHeal has carefully adapted its packaging to the Japanese market by adding detailed explanatory notes in Japanese and highlighting clinical results, a particularly effective sales argument with the Japanese public sensitive to scientific evidence.
The result: within six months, MediHeal saw its sales in Japan increase by 85%, with strong presence on Rakuten Ichiba, Amazon Japan, and in major physical drugstore chains.
Logistics and customer service: operational keys to success
Logistics is a critical element of a successful e-commerce strategy in Japan. Japanese consumers expect to receive their orders quickly, typically within 24 to 48 hours, with impeccable accuracy. Delivery errors or delays are rarely tolerated.
High-performance logistics solutions
Amazon Japan and Rakuten offer highly efficient integrated logistics solutions such as Amazon FBA (Fulfillment by Amazon) and Rakuten Super Logistics, allowing foreign sellers to store their products in Japan, significantly reducing delivery times.
Brands can also opt for reputable third-party logistics providers such as Yamato Transport or Sagawa Express, known for their reliability and speed.
Customer service tailored to the Japanese market
After-sales service must be impeccable: availability, extreme politeness, and rapid response to requests. Foreign companies must imperatively offer support in native Japanese.
Anker and operational excellence
The American brand Anker, which specializes in consumer electronics (power banks, chargers, headphones), is one of the most striking examples of success in the Japanese market. Since its launch in Japan in 2012, Anker has focused on a very strong local strategy:
1/ Using the Amazon FBA Japan program to ensure ultra-fast and reliable delivery.
2/ Fully localized customer support, with a native Japanese-speaking team based in Japan, enabling a rapid and culturally appropriate response.
3/ Optimization of product sheets in Japanese by taking care of local SEO and emphasizing the quality and reliability of the products.
4/ Active management of customer reviews on Amazon and Rakuten, with personalized responses to negative feedback.
By 2024, Anker Japan will account for approximately 15% of Anker Innovations' global revenue. The company is now perceived by Japanese consumers not as a foreign brand, but almost as a local brand, synonymous with quality and reliability.
Cross-border e-commerce: advanced user guide
Cross-border e-commerce has become a key strategy for testing the Japanese market without the need to immediately establish a local physical entity. However, succeeding in cross-border sales in Japan requires meticulous preparation.
Choosing the right platform
The two main platforms for selling cross-border are:
Rakuten Global Market: Ideal for brands looking to reach quality-conscious consumers looking for trusted international products.
Amazon Global Selling (Amazon Japan): Offers complete logistics via FBA Japan and simplifies delivery and customer service processes.
Other options like eBay Japan or Qoo10 may be considered depending on the type of products and target audience.
Manage regulatory and tax aspects
Cross-border selling in Japan involves understanding:
Consumption tax (10%): applicable to the majority of local sales, including those made via cross-border.
Customs formalities: correct declaration of goods, management of customs fees, transparency on costs for customers.
Sectoral regulations: certain categories (cosmetics, food supplements, electronic devices) require specific authorizations.
Working with a specialist international logistics provider in Japan can simplify these procedures.
Optimize logistics
To be competitive, it is crucial to ensure:
Fast delivery times: ideally less than 5 working days.
Reliable tracking: essential to reassure Japanese consumers.
Easy returns: even if returns are rare in Japan, their rapid and clear management is a guarantee of confidence.
Adapt the product offering
Cross-border success also depends on:
The selection of attractive products: exclusives, high-end products, limited series.
Professionally translated product descriptions: not just translated, but localized to meet cultural expectations.
Careful packaging: including for international shipments.
Transparent communication
To provide Japanese consumers with precise information on:
Shipping times.
Any additional costs.
Return and after-sales service procedures.
Transparency is a key factor in conversion and loyalty.
Cross-border success for German watch brand Junghans
German watch brand Junghans has recently achieved great success in Japan thanks to a carefully orchestrated cross-border strategy on Rakuten Global Market. Founded in 1861, Junghans is known for its minimalist design and German precision, two aspects particularly appreciated by Japanese consumers who value quality and aesthetics.
In 2024, Junghans optimized its cross-border sales process by working closely with a local agency specializing in international logistics. It simplified customs formalities and improved delivery times, offering an experience similar to that of a local purchase.
Thanks to a targeted marketing campaign using influencers and a precise Japanese SEO strategy, Junghans' cross-border sales on Rakuten increased by nearly 60% year-on-year. The brand also successfully built a strong local community on Japanese social media, contributing to greater awareness and customer loyalty.
This example demonstrates that European brands, even in the luxury or semi-luxury sectors, can establish themselves effectively in Japan without necessarily establishing an initial physical presence, by relying on the appropriate digital and logistical tools.
Common Mistakes to Avoid in the Japanese Market
Entering the Japanese market without understanding its intricacies can lead to costly failures. Here are the most common mistakes to avoid:
Neglecting localization: Many brands believe that a simple translation is enough. In reality, all content must be adapted to cultural expectations: tone, visual style, product formats, and communication methods.
Underestimating logistical requirements: Japanese consumers expect fast, accurate, and on-time deliveries. Failing to invest in the right logistics (e.g., FBA Japan, Rakuten Logistics, Yamato Transport) can ruin the customer experience and tarnish the brand's image.
Forgetting localized customer service: Customer service without prompt response in Japanese, or with an inappropriate tone, can lead to an immediate loss of trust. Support must be native, respectful, and fully trained in local expectations.
Ignoring seasonality: Ignoring Japanese shopping events (New Year, Golden Week, Obon, White Day) means missing out on important sales opportunities. Tailoring your marketing campaigns to local peaks is essential.
Poorly managing customer reviews: In Japan, reviews (kuchikomi) are crucial. Failing to solicit positive feedback, or leaving negative comments unanswered, can have a lasting impact on sales.
Overestimating brand awareness: A brand that's famous in Europe or the United States isn't necessarily well-known in Japan. You need to build a local reputation patiently, investing in visibility and trust.
Example of failure: Target in Japan
A famous example of failure is that of the American retailer Target, which, despite enjoying immense success in the United States, failed to establish itself in Japan. The main problem: a failure to adapt to local consumer habits.
Target had maintained a product assortment and marketing communications modeled on its American model, without taking into account Japanese cultural specificities (need for extreme quality of service, importance of presentation, expectations regarding product formats adapted to small spaces). In addition, the translation of its content into Japanese was approximate, which tarnished its image from the first months.
The result: low attractiveness, poor reputation, and rapid withdrawal from the market. This failure underscores the crucial importance of complete localization and deep adherence to Japanese standards.
Future prospects and new e-commerce trends
The Japanese market is evolving rapidly with new trends such as conversational commerce via chatbots, the rapid rise of live commerce on Rakuten Live and Line, as well as a notable increase in sustainable e-commerce.
Live commerce success by Rakuten Live
Launched in 2019 by Rakuten, Rakuten Live has quickly become a leading live commerce platform in Japan. This platform allows sellers and influencers to broadcast live product demonstrations while interacting with consumers in real time.
By 2025, Rakuten Live already had over 3 million monthly active users, and nearly 20,000 live commerce sessions were held monthly. Annual sales growth from these sessions now exceeded 35%.
Among the most dynamic sectors are cosmetics, fashion, and high-end food products. Korean brands such as Laneige and Innisfree, as well as local players like Shiseido, have achieved significant sales volumes thanks to carefully planned operations on this platform.
The success of Rakuten Live lies in its ability to create an immersive and personalized shopping experience. Consumers can interact directly with presenters, ask questions, request additional demonstrations, and benefit from exclusive promotional offers during the live broadcast.
Thanks to this high interactivity, conversion rates observed on Rakuten Live are often two to three times higher than those of traditional online sales formats. This dynamic is now seen as a major opportunity for foreign brands looking to strengthen their presence in the Japanese market.
For comprehensive and personalized strategic support, contact our expert team to facilitate your establishment and maximize your potential in the Japanese market: contact us.
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