Success Based E-commerce Services in Tokyo, Japan

japan ecommerce and marketplace agency services

Guaranteed Sales Growth or Your Money Back

96.9% of global businesses underperform in Japan, but we can help you join the 3.1%

Our Japanese E-Commerce strategy for platforms like Amazon and Rakuten strives to produce the following results:

  • Specialized expertise in optimizing brand presence on Amazon and Rakuten platforms.
  • Tailored services including brand localization, seamless registration, and multilingual content.
  • Proven strategies for market trend analysis and successful product launches, fostering sustainable growth.

What Platforms We Can Help You Succeed On

Humble Bunny’s E-Commerce Services


  • Brand Localization
  • Brand Registration
  • Store Landing Page design
  • Store Landing Page translation
  • Market Trends and Analysis
  • Product Launch Strategy


  • Product Page, Thumbnail, Banner design
  • SEO Optimization (Product Title, Catch Copy, Page Content)
  • Amazon Ads (Sponsored Brand, Product, Display) [Amazon Only]
  • Rakuten Ads (RPP, RPA, TDA) [Rakuten Only]
  • Coupon, review and Amazon/Rakuten points strategy
  • Variant Registration
  • Inventory Check


  • Participation in Amazon Deals
  • Participation in Amazon Prime Day

In addition to Amazon and Rakuten, Humble Bunny supports a wide variety of platforms such as Yahoo! Shopping, ZOZOTOWN, Wowma!, Qoo10, etc. and offers additional services such as product photography & editing and promotional & sales strategies to allow us to achieve the best e-commerce results for our clients.

Learn more about how we can help your brand grow in the Japanese market.

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We Consistently Create Great Results

We have worked with clients across multiple industries, running ads for lead generation and e-commerce. We have seen and done it all.

Here are some of our highlights:

#1 We dramatically increased sales and presence within Japan for Reima

Reima, a Finnish children’s outdoor clothing brand, partnered with Humble Bunny to expand its e-commerce presence in Japan. We increased sales via brand localization and marketplace optimization for Amazon and Rakuten. As seen in the 6-month snapshot below, over the course of the project, we achieved a 101.1% average increase in Rakuten sales month-on-month.

The strategy involved optimizing product listings on Amazon and Rakuten, enhancing SEO, and creating compelling A+ content. They utilized targeted ads, seasonal campaigns, and improved customer experience through detailed sizing charts and local customer support. This comprehensive approach led to significant sales increases, higher conversion rates, and better brand visibility in the Japanese market.

See How We Did It

#2 We successfully launched a product and saw a consistent increase in performance for DR. FISCHER

Dr. Fischer, an Israeli skin and healthcare brand, was looking for an omnichannel digital advertising strategy and optimization for the Japanese market and together, we were able to successfully launch the product in the Japanese market and increased sales by an average of over 50% per quarter.

The approach included organic social media campaigns, targeted Google ads, and extensive use of Amazon features like Vine, Deals, and Subscribe and Save. This resulted not only in an increase in sales, but also enhanced product visibility, and a higher conversion rate through premium A+ content. The strategy also leveraged seasonal events to maximize sales and establish a reliable income through subscription purchases.

See How We Did It

Curious about how you too can be a top performer?

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Are Your Conversion Rates Struggling Too?

Creating certainty and decisive action in the Japanese market is no easy feat. Let us introduce you to our patent pending localization framework

Still Unsure?

Watch this video to meet our founder and see if we’re the right fit for you.

Our Custom-Designed Processes Are How We Get You Sales

3/2/1 Analysis

Humble Bunny 3/2/1 trademarked marketing analysis framework

Achieving success for our clients always starts with curiosity, and one of the ways this comes out in our team is to never stop learning. We do a deep dive each month to uncover key learnings, anomalies and trends in data that we can use to attain top results. We then share these findings with you in our 3/2/1 format with full transparency every month in Japanese or English. 

Our monthly 3/2/1 report includes:

  • Performance Highlights: We conduct a thorough analysis of various aspects, pinpointing successful strategies driving positive outcomes. Whether it’s increased traffic, higher rankings, or enhanced user engagement, we break down the specifics.
  • Anomalies: Our advanced analytical framework actively detects anomalies in the data. Whether it’s an unexpected surge in traffic or a sudden dip in rankings, we investigate these anomalies to understand the underlying factors and adjust strategies accordingly.
  • Insights and LearningThrough in-depth analysis, we extract valuable insights from the data. This includes understanding user behavior, identifying content preferences, and staying abreast of algorithm changes. These insights guide us in refining strategies to stay in sync with the ever-evolving search engine landscape.
  • Discoveries: We go beyond the numbers. Our team compiles impactful data, offering actionable tips and spotlighting successful marketing techniques. Whether it’s a content strategy that resonates or specific optimizations that yield results, we share these discoveries for you to replicate and achieve similar positive outcomes in your digital endeavors.

Triple Track

Humble Bunny triple track marketing analysis system

The HB Triple Track is a KPI and metric-monitoring framework for diligently monitoring the performance of channels. By understanding the different layers, we can determine the “stages” and maturity of our strategy along with whether we are employing the right techniques or need to adapt further to the brand’s needs.

  • Success Metric: While not a key indicator or a directly affectable aspect of the channel commissioned of this project, a success metric is defined as the “big picture” determiner of a project’s success. Something Humble Bunny pledges to diligently consider and to actively make decisions from. In some scenarios, hitting this might require CRO or other similar scopes
  • Core KPIs: Directly impacted KPIs for the platform. Upon hit, indicate performance on the scope commissioned. These are the true KPIs and standard evaluation metrics for performance. Hitting the targets at this level indicates that the channel itself is successful.
  • Signals: These are KPIs for momentum. These indicate we’re on the right track and making meaningful progress towards the Core KPIs above.

Bulletproof Optimization Procedures

To ensure we manage the creation and improvement of numerous listings efficiently, we’ve set up an advanced system that helps us to:

  • track every step of the optimization process
  • organize documents and research materials carefully
  • monitor progress closely

By setting clear milestones, we ensure each phase of creating listings—from the initial idea to final launch—happens smoothly and on schedule. This methodical approach guarantees that all product listings across different categories not only look great but also perform well in the market, meeting our clients’ expectations with precision and efficiency.

What Makes Humble Bunny’s E-Commerce Service Unique?


Achieving the success of our clients always starts with curiosity. Our innate drive pushes us to go the extra mile while looking for new e-commerce techniques and solutions that will result in a tailored strategy best suited for our clients in the Japanese market. It manifests itself in the relentless testing of e-commerce messaging, targeting, and industry-leading tools.


Our curiosity leads us to the discovery of new marketing techniques and solutions brought from an approach that may have never been done before. In fact, our advanced learning and conversion optimization platform ‘Elevate’ is all about discoveries. It allows us to uncover unique consumer motivations through culture and psychology testing and provides our clients with valuable insights that they can apply in all other sectors of their business, well into the future.

Our E-Commerce Testing Process

Japanese ecommerce agency services in Tokyo testing A+ content example
At Humble Bunny, we believe in the power of thorough testing that allows us to discover exciting optimization potential for our clients, as well as insights and learnings that can be leveraged across different platforms well into the future.

An example of that is the testing we have performed on the Amazon platform for Sleeping Baby. We have tested the impact of 3 following factors on the conversion rate:

  • Product images
  • Product name and description (copy)
  • Enhanced brand content (A+ content)

In order to make the test as unbiased as possible, we have focused on 3 separate products and launched the optimizations in stages:

Period Product 1 Product 2 Product 3
Month 1 New product images applied. New product copy applied. Unchanged (control group).
Month 2 New product copy applied. Unchanged (control group). New product copy applied.

A+ content applied.

On top of that, we took into consideration the additional factors that could have biased the test: stock levels, the popularity of particular patterns, as well as ongoing promotions and ads.

The results allowed us to discover which optimizations perform best in the Japanese market and gave us a direction for future conversion optimizations, as well as valuable insights for the client for growing in the Japanese market.

Habit of Overdelivering

Japanese ecommerce agency services in Tokyo product photoshoot
For all of our e-commerce clients we follow a simple approach: always overdeliver. We strive to proactively exceed our client’s expectations by going the extra mile. An excellent example of that are Sleeping Baby product listings on Amazon: instead of following the generic patterns and plain images, we committed to an extensive review of best practice research. It allowed us to understand the value of visual asset quality and image annotations for Japanese consumers.

Consecutively, we ended up revamping the entire approach to product imagery: starting from redefining the unique selling points of the products, capturing it during product photoshoot, editing the images, designing icons and custom graphic elements, and finally annotating the product photography with all the visual elements and unique selling points.

Not only did the new images improve the conversion rate on the Japanese Amazon market, but were also used by the client for other online sales channels.

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Actionable insights straight from our data

Here are a couple of quick discoveries we’ve pulled from the data of our latest projects. Why? To help you make the changes you need to gain traction in the Japanese market! As an agency, we are always digging deeper and searching for those little yet significant tweaks that will push our clients to the next level of success. If you need a partner to help you identify and implement changes like these on a monthly basis, let us know!

By executing an aggressive keyword campaign with a super sale promotion on Rakuten traffic surged 207% Discover card
Utilizing Rakuten's auto-follow-up email increased reviews by 2.5 times Discovery card
Enabling Amazon's subscribe and save generated 15% of total sales Discovery card
Launching a sponsored display campaign before Prime day increased ad impressions 343% Discovery card

Not sure about E-Commerce in Japan yet?

Introduction to E-Commerce 101

E-commerce, or electronic commerce, refers to the buying and selling of goods and services over the internet. This dynamic sector encompasses a broad spectrum of online business activities. One of the primary forms of e-commerce is retail sales, where businesses sell directly to consumers through online storefronts, creating a direct B2C (business-to-consumer) relationship.

Another significant aspect of e-commerce is marketplaces. These platforms, such as Amazon and Rakuten, allow multiple sellers to offer their products to a wide audience, providing a diverse shopping experience for consumers. Additionally, wholesale transactions conducted online represent the B2B (business-to-business) component of e-commerce, facilitating bulk purchases between businesses.

E-commerce also includes the sale of digital products. These are intangible goods such as software, e-books, music, and online courses, which can be delivered instantly over the internet. Moreover, the e-commerce sector covers a variety of services. Consumers can book and purchase services online, ranging from travel arrangements to consulting and other professional services.

Overall, e-commerce integrates various types of transactions and goods, making it a versatile and essential component of the modern economy.

Japan’s e-commerce Market Overview

  1. Size and Growth: Japan is one of the largest e-commerce markets in the world. It has a high internet penetration rate, with a tech-savvy population that drives robust online sales.
  2. Mature Market: The e-commerce market in Japan is mature, with well-established players like Rakuten, Amazon Japan, and Yahoo! Shopping leading the way.
  3. Mobile Commerce: A significant portion of online shopping in Japan is conducted via smartphones, with mobile commerce (m-commerce) becoming increasingly dominant.

Key E-Commerce Platforms in japan

  1. Rakuten: Often referred to as the “Amazon of Japan,” Rakuten is a major player in the Japanese e-commerce market, offering a wide range of products and services.
  2. Amazon Japan: Amazon has a strong presence in Japan, competing closely with Rakuten. It is popular for its wide product selection, competitive prices, and fast delivery.
  3. Yahoo! Shopping: Yahoo! Japan’s e-commerce platform is another significant player, known for its extensive range of products and integration with other Yahoo! Japan services.
  4. ZOZOTOWN: A leading fashion e-commerce site, ZOZOTOWN specializes in clothing and accessories, catering to fashion-conscious consumers.

Learn more about Humble Bunny’s E-Commerce Marketplace Services

Unique Aspects of the Japanese Market to keep in mind as an e-commerce seller

  1. Consumer Behavior:
    • High Expectations for Quality and Service: Japanese consumers have very high expectations for product quality, customer service, and delivery speed. They value detailed product descriptions, reviews, and high-resolution images.
    • Brand Loyalty: There is a strong sense of brand loyalty among Japanese consumers. Established brands with a good reputation tend to perform better.
    • Preference for Domestic Brands: While international brands are popular, there is a notable preference for domestic products, particularly in sectors like electronics, cosmetics, and fashion.
  2. Payment Methods:
    • Credit Cards and Convenience Store Payments: Credit cards are widely used, but there is also a unique system where consumers can pay for their online purchases at convenience stores. This is particularly popular among those who do not own credit cards.
    • E-Wallets and Mobile Payments: E-wallets and mobile payment solutions like PayPay, LINE Pay, and Rakuten Pay are gaining traction.
  3. Logistics and Delivery:
    • Efficient and Reliable Logistics: Japan’s logistics network is highly efficient and reliable. Same-day and next-day deliveries are common, and delivery services are known for their punctuality and professionalism.
    • Pick-Up Points and Locker Services: Many e-commerce platforms offer pick-up points and locker services for added convenience, catering to consumers who prefer not to have packages delivered to their homes.
  4. Regulations and Compliance:
    • Consumer Protection Laws: Japan has strict consumer protection laws that e-commerce businesses must adhere to, ensuring high standards for product safety and consumer rights.
    • Data Privacy: There are rigorous data privacy regulations in place, similar to GDPR in Europe, which companies must comply with.
  5. Cultural Nuances:
    • Seasonal and Limited Edition Products: There is a strong market for seasonal and limited-edition products. Japanese consumers enjoy exclusive and seasonal offerings, which can drive short-term sales spikes.
    • Gift-Giving Culture: The cultural practice of gift-giving, particularly during holidays and special occasions, significantly influences e-commerce trends. E-commerce platforms often have special sections dedicated to gift items.

Why Work with an Agency for E-Commerce in Japan?

Entering the Japanese e-commerce market is challenging due to its unique characteristics and high consumer expectations. Working with an agency helps navigate these complexities and boosts your chances of success. Market expertise is crucial, as an experienced agency understands local consumer behavior and trends, tailoring your offerings to meet local demands. Additionally, they adapt your marketing strategies to align with Japan’s cultural nuances, ensuring your approach resonates with Japanese consumers. (Remember, 96.9% of global businesses underperform in Japan)

Effective language and communication are essential for engaging Japanese consumers. Professional translation and localization services ensure your website, product descriptions, and marketing materials are accurately adapted to the Japanese language and cultural context, enhancing customer satisfaction and trust. Additionally, navigating Japan’s strict regulatory environment is critical; an agency ensures compliance with consumer protection, data privacy, and online transaction laws, building consumer trust.

Additionally, technical and operational support is vital for a seamless e-commerce experience. Agencies help set up and optimize your e-commerce platform, manage logistics, warehousing, and fulfillment, ensuring timely delivery. They also design and implement targeted marketing campaigns using local channels and improve your visibility through local SEO and search engine marketing. Excellent customer support and data analysis further enhance the customer experience and inform ongoing strategy improvements, ensuring long-term engagement and competitiveness in the market.

Let's collaborate to ensure you're part of the 3.1%

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Do I need Japanese language support on my team to sell on ecommerce platforms in Japan?

Offering good customer service support in Japan requires you to have native Japanese speakers on your team or to work with a local partner who offers Japanese language capabilities. Rakuten actually states in its terms that merchants must be highly proficient in Japanese in order to handle everything from customer support, page maintenance, order and return management, marketing campaigns, and operating the shop’s interface.

What’s the delivery/logistics landscape like in Japan?

The delivery market is led by Amazon (Amazon’s FBA service) and Rakuten (Rakuten super logistics). Both are viable options for any foreign brand selling in Japan, however, there are also several domestic shipping and delivery companies like Japan Post, Yamato Transport and Sagawa, whose services have evolved to support ecommerce businesses. If you have your own storage facility or you are partnering with someone who does, there are countless courier services that will help you deliver your products to your customers.

What’s the most recommended cross-border shopping model?

We always recommend using in-country warehousing in Japan, whether you use independent solutions for long-term storage and fulfill the “last mile” (to the customer), or choose to use Amazon FBA or Rakuten Super Logistics to both store and ship your products. This will reduce shipping costs and ensure faster and more reliable deliveries as well as reduce additional friction that might come with shipping products directly from other countries to the end user in Japan.

Which ecommerce platform should I use as a newbie in Japan?

Amazon is typically where most international sellers begin their journey in Japan and the platform we recommend. With a familiar “look and feel” your team can jump straight in and start setting up your products in very much the same way you would in your home market. You can also consolidate listings if desired with the platforms Build International Listings (BIL) feature. Rakuten is also a fantastic platform to sell on — it just takes a little more time and energy to do right!