Japan’s Best Ecommerce Platforms for 2025

Woman shopping on one of Japan’s best ecommerce platform in 2023
Woman shopping on one of Japan’s best ecommerce platform in 2023

When Western brands ask which of Japan’s ecommerce platforms is best for their market entry strategy, we recommend Amazon 99% of the time.

However, choosing your first platform to start selling on is a big decision when other platforms like Rakuten still offer huge potential for online sellers.

To make the choice a little easier, here’s our overview of the ecommerce landscape and a few important things foreign merchants should consider, based on real experience and insights from our team in Tokyo—Japan’s largest ecommerce market.

Table of Contents

Building a Japanese Ecommerce Strategy?

Top 5 Ecommerce Platforms in 2025, by Visitors

Amazon572.7 Million
Rakuten496.1 Million
Mercari142.1 Million
Yahoo! Shopping118.2 Million
Zozotown49.2 Million

Source: SimilarWeb 2024

1. Amazon Japan

Amazon homepage best ecommerce in Japan 2023

Amazon Japan is our recommended platform of choice for brands that are entering the Japanese market for the first time.

As well as having the largest share of the market, it is also the easiest to navigate for companies that don’t have extensive Japanese language capabilities, which are needed to truly maximise your potential on many of the other options in this list.

The platform also gives business a sense of security through the familiar interface of the Amazon brand, as well as overall UX. Much of the terminology surrounding processes and features is the same, which makes it much easier for your team to draw from its existing experience.

Combined with the general support the platform provides in the way of fulfilment and customer services support, it’s a no-brainer for many businesses making their first steps in a complex market like Japan.

Traffic Data

Country Traffic Rank5
Global Traffic Rank49
Total Monthly Visits572.2M
Category Rank (Japanese Ecommerce & Shopping)1

Source: SimilarWeb 2024

TOP SOCIAL TRAFFIC PLATFORMS LEADING TO AMAZON

Instagram0.69%

Source: SimilarWeb 2024

Key Features

Alt Text Amazon hub kiosk for best ecommerce in Japan 2023
  • Several advanced paid advertising options including Amazon Sponsored Products (ASP) to help drive greater traffic and sales
  • A reliable Fulfilment by Amazon (FBA) option that most merchants will already be familiar with, offering customer service support in Japanese
  • Options for gift wrapping to help brands capitalise on holiday periods and events where online purchasing spikes
  • The Amazon Points loyalty system that incentivises customers to keep coming back
  • The ability to consolidate your product listings with the ‘Build International Listings’ feature — adding offers and synchronising pricing across multiple marketplaces

The effective Amazon Vine program for sellers is also a great tool for developing social proof if you are new to the market and don’t have any reviews from local customers yet. We’ve seen this contribute to a surge of 0 to 17 quality, verified product reviews in only one month for one of our retail clients.

HB Pro Tip: Using Amazon Japan, you may find yourself in a bidding war when appearing alongside competitors in search results. This requires you to have a strong brand that will entice users despite your higher price tag. Going lower in price is also an option, but be careful your pricing strategy doesn’t cut into your profits — local sipping and storage costs can quickly add up.

Several advanced paid advertising options including Amazon Sponsored Products (ASP) can help drive greater traffic and sales on the platform

2. Rakuten

Rakuten homepage best ecommerce in Japan 2023

Rakuten is Japan’s second most popular ecommerce marketplace and an important consideration for any brand entering the market. However, it would be a mistake to do this without being prepared for what this involves.

The platform functions very differently in some ways and comes with more than a few hurdles to jump over. As well as creating an official seller account, which typically requires the support of a local partner one of the biggest challenges is developing your virtual storefront.

New sellers must design and build their very own virtual store within the Rakuten ecosystem. And while their products will appear on search results featuring keywords and phrases related to your brand and stock, this dedicated hub for your brand is where users can learn more about you and browse your entire catalogue of items. The two main challenges of this are:

  1. You will need to invest in the design and development of your virtual store. Unpolished or amateur-looking stores will face lower conversions and potential damage to brand credibility
  2. Brands with lower brand recognition will find it harder to win over Japanese customers who have a preference for domestic brands they are already familiar with

Learn About Japanese Website Localization and How to Reinvent Your Brand for Japan

Key Features

  • Brands have control over how they present themselves to potential customers through the virtual storefront, with the power to adapt the design and visuals for greater impact and conversion potential.
  • Rakuten’s Super Points loyalty-based rewards program is extremely popular in Japan, with members receiving benefits like cashback and discounts.
  • International merchants can opt for in-country warehousing models such as the Rakuten Super Logistics solution.
  • Much like Amazon’s FBA, it offers cross-border freight management, multichannel order fulfilment, and return management for online orders.

HB Pro Tip: If you just want to test the potential performance of your products on Rakuten, you should consider partnering with a seller who is already verified. Some merchants will operate reselling accounts that host hundreds of different products from a variety of Western brands.

Traffic Data

Country Traffic Rank6
Global Traffic Rank58
Total Visits496.1M
Category Rank (Japanese Ecommerce & Shopping)2

Source: SimilarWeb 2024

TOP SOCIAL TRAFFIC PLATFORMS LEADING TO RAKUTEN

Yahoo!Chiebukuro2.71%

Source: SimilarWeb 2024

3. Yahoo! Shopping Japan

Yahoo! homepage best ecommerce in Japan 2022

Despite having a dwindling presence in other markets, Yahoo! is still big in Japan. In addition to its various digital services and products, such as the popular Yahoo News (one of Japan’s most popular sources of news), its online shopping division also does very well. This includes Yahoo! Shopping and Yahoo! Auction.

While Yahoo! Shopping is the company’s more traditional ecommerce platform, selling anything from electronics to toiletries from thousands of merchants, Yahoo! Auction is its popular ‘flea market’ counterpart, tapping into the growing love for C2C selling platforms in Japan in 2022.

Key Features

  • Yahoo! Shopping now lets brands set up a virtual storefront and control the overall layout of their page, with a number of basic templates available for building a store.
  • The platform offers PayPay Bonus, PayPay Bonus Lite, and T points which have large user bases in Japan.
  • Merchants can access an analytics suite that tells them about traffic to their pages, which keywords were used to reach their page, demographics of visitors and overall behaviour history.

HB Pro Tip: The biggest benefit of Yahoo! Shopping is that searchers are redirected through the Yahoo! search engine to the ecommerce platform, drawing from a huge volume of daily searches and potentially improving your traffic substantially. With sufficient optimization of your Yahoo SEO and advertising strategy, you could really boost the kind of attention you get paid.

Read Our Ecommerce Guide to SEO

Traffic Data

Country Traffic Rank25
Global Traffic Rank248
Total Visits152.9M
Category Rank (Japanese Ecommerce & Shopping)3

Source: SimilarWeb 2024

4. ZOZOTOWN

ZOZOTOWN, featuring both Japanese and international brands, is arguably the best ecommerce platform in the country for fashion sellers targeting fans of Western brands.

This is partly thanks to its access to newly released and limited edition products that can’t be found on other online marketplaces.

Where other platforms cater to a much wider section of society of all demographic variation, ZOZOTOWN has a much narrower target audience and uses this knowledge to optimise its marketing, web content, overall design and UX, and availability of participating brands, paying particular attention to the trends being set in the nation’s capital, Tokyo.

Key Features

  • Offers users a more premium experience and draws in many trend-conscious shoppers with an appetite for Western brands that are currently trending (both domestically and internationally)
  • The platform also publishes a physical and digital fashion magazine called “WEAR” and operates an app under the same name, giving brands more exposure and helping to inform the decisions of its audience.

HB Pro Tip: This isn’t the place people generally go when looking for a bargain, and its appeal is admittedly narrower than other platforms that cater to the mass market. Nevertheless, This is a great option for western designers seeking to establish their products in Japan and reach younger customers. For brands not in the fashion world or trying to compete on price, not brand uniqueness or quality, this isn’t the best Japanese ecommerce platform for you.

Traffic Data

Country Traffic Rank80
Global Traffic Rank721
Total Visits49.2M
Category Rank (Japanese Ecommerce & Shopping)5

Source: SimilarWeb 2024

5. Qoo10 Japan

Qoo10 homepage best ecommerce in Japan 2023

Owned now by Ebay, Qoo10 draws from a vast knowledge of ecommerce experience as it sells products from a wide range of categories, such as fashion, beauty, sports, digital, mobile, home living, living, food, baby, entertainment, and books, welcoming all kinds of sellers.

It states its approach to ecommerce is to create an environment that is “fun, convenient, price competitive and secure”, with a particular focus on offering user reviews to support customer purchasing decisions.

Key Features

  • Incentivises users on your behalf to leave reviews, which in turn can boost conversion rates through the high need among Japanese shoppers for social proof and peer recommendations
  • Offers a “photo review” function in addition to regular reviews, so customers can review the products in more detail than on some other platforms
  • Offers various discounts and coupons to customers throughout the year to encourage them to shop on its platform

Offers a “photo review” function in addition to regular reviews, so customers can review the products in more detail than on some other platforms

Traffic Data

Country Traffic Rank409
Global Traffic Rank
Total Visits11.4M
Category Rank (Japanese Ecommerce & Shopping)6

Source: SimilarWeb 2024

6. Au Pay Market (Wowma)

Au Pay homepage best ecommerce in Japan 2023

Au Pay, formerly Wowma, is a growingly popular marketplace in Japan. Founded by the mobile phone company KDDI, it benefits from its mother company’s large share of mobile users.

The au brand has over 38 million registered customers, over 14 million subscribers to its ‘smart pass’ app, and over 2500 physical stores in the country.

Key Features

  • Guides customers to the platform from other Au Pay services and products (apps, channels, websites etc.)
  • Has both an online and offline market of customers accumulating a wide network of loyal Au Pay shoppers who enjoy purchasing from affiliated shops and benefiting from the brand’s reward scheme
  • Offers a product registration tool that allows you to register existing products from other platforms and marketplaces within the au PAY market

Traffic Data

Country Traffic Rank468
Global Traffic Rank
Total Visits11.4M
Category Rank (Japanese Ecommerce & Shopping)7

Source: SimilarWeb 2024

Woman selling products on best ecommerce in Japan (C2C)

The growing popularity of C2C platforms in Japan has added an exciting component to the country’s ecommerce ecosystem, where an increasing number of users enjoy the ability to easily buy and sell second hand items for a reasonable price.

With the inherent lack of space in Japanese households, we predict that more and more people will start to sell products after using them for only a short time—making room for new additions without taking up vital storage space.

Mercari63%
Yahoo Auction!58.4%
Rakuma29.1%
PayPay Furima18.7%
Minnie7.5%
Creema6.3%
Booth4.6%
Oatmart4.6%
Shoppies4%
Noojma3.6%
BoonBoon! Market3.4%
Zeni no Furima3.3%
Kante3.3%
Let3.1%
Others0.7%

Source: Statista

The Outlook for Ecommerce Platforms in Japan — 2025 and Beyond

Customer using cashless phone payment on pick-up kiosk for best ecommerce in Japan

The love for brick-and-mortar remains strong in Japan due to an incredibly strong culture of shopping locally as well as at large shopping malls and complexes located in major cities. However, a major driver behind future ecommerce growth in 2025 and beyond is the desire for convenient home deliveries and the access to a much wider range of products that can be found simply within someone’s local shopping districts.

Also, the consumer-to-consumer (C2C) ecommerce market continues to grow and influence people’s shopping habits. Platforms like Mercari—now one of the most popular ecommerce platforms in Japan—are giving people a new way to shop.

The Japanese consumer-to-consumer (C2C) ecommerce market continues to grow and influence people’s shopping habits.

These platforms compete by making improvements to user interfaces on smartphone applications, introducing more exchange kiosks, and promoting the value of purchasing almost-new products for a fraction of the price of new ones. This may also be spurred by the culture of sustainable shopping in Japan, as it has in other nations.

Learn What Sustainability Means to Japanese Consumers

Japanese courier delivering products from best ecommerce in Japan 2023

How to Choose the Best Ecommerce Platform in Japan for Your Business in 2025

In truth, Amazon is probably the best ecommerce platform in Japan to choose for 90% of foreign brands.

This is due to its share of the market, ease of use, support with customer services and fulfilment, and, perhaps most importantly, the fact that many businesses are already selling on this platform in their home market, giving them an existing understanding of its features.

Selling on Amazon AND other platforms also makes sense. Just keep in mind that juggling multiple platforms can be much harder for foreign businesses without extensive Japanese language support. And as we’ve witnessed first hand, spreading yourself too thinly can make it harder for you to ensure consistency of good levels of service across individual channels.

If you want more advice on this topic or support setting up your Japanese ecommerce strategy for 2025, get in touch with us and we’ll help you set up a call with one of our ecommerce experts!

Steal Our Best Ideas

Actionable insights straight from our data

Here are a couple 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!