Start selling in Japan
Expand your business to the 4th largest eCommerce market in the world. Get exclusive access to Rakuten Ichiba, #1 online shopping mall in Japan trusted by 87% of the Japanese population.
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M A R K E T P O T E N T I A L
Why sell in Japan
Vast Market
With a recorded population of 126 million in 2019, Japan offers unlimited opportunities for consumer brands.
Online Culture
There are 119 million internet users (80.9% penetration rate) actively engaged in shopping online.
Robust Economy
Japan is the 3rd largest economy in the world by nominal GDP and the 4th largest global eCommerce market.
Affluent Audiences
The average annual household income in Japan accounts for $51,000 USD.
Digital Shoppers
On average, 58% of Japanese shop online, with those in their 20’s and 30’s shopping online most often.
Suburban Lifestyle
50% of Japanese think living in a comfortable house in a suburban area is an ideal lifestyle.
A F F L U E N T A N D A C T I V E C U S T O M E R S
Meet your typical Japanese shopper
Japanese consumers are clamoring for high-quality American products – but they will only buy from sources they know and trust. eCommerce marketplaces in Japan are overwhelmingly popular, holding as much as 60% market share and remaining top destinations for daily shopping. The upshot? That's where your business should be venturing to join.
They prefer eCommerce marketplaces over brand shop websites. For most shoppers, enhanced security and loyalty reward programs are key benefits of marketplaces.
They want transparency and detailed information about products. Product listings on Japanese eCommerce marketplaces are content-rich and granular.
Japan is home to its own unique online shopping events which customer love and actively engage with. The gift-giving season is going to wipe your stock out.
Japanese are willing to spend. The monthly consumption of people in their 50s is nearly $3,000. 50%+ of Japanese teens have experienced buying products abroad. (Source: Economikata)
Japanese consumers expect products to be cheaper online than in brick-and-mortar stores. Loyalty programs are equally important and work are very popular.
They use vast ecosystems of eCommerce marketplaces as the ultimate destination for daily shopping, job boards, travel booking, mobile payments and more.
W H Y R A K U T E N I C H I B A
Discover Rakuten Ichiba, the largest online shopping platform in Japan
As Japan's eCommerce powerhouse, Rakuten Ichiba boasts a whopping customer base of 100+ million shoppers. What better place to roll out your store and promote your brand than a popular marketplace frequented by 87% of Japanese population?
26.8%
M A R K E T S H A R E
Source: Fuji Keizai Co. Mail order and eCommerce business now and 2019
49,887+
S H O P S
Source: FY 2019 Second Quarter Consolidated Financial Results
111.4M
M E M B E R S H I P I D
Incredible membership base, considering that Japan's population totals 126 million.
3.9T JPY
2 0 1 9 D O M E S T I C G M S
2019 domestic eCommerce GMS accounts for 37 billion USD (1 USD = 111 JPY)
W H Y R A K U T E N I C H I B A
Rakuten is the most trusted eCommerce marketplace in Japan
Rakuten Ichiba outperforms global eCommerce giants, inlcuding Amazon and Yahoo! Japan, holding a strong grip on the Japanese domestic market since 1997.
Rakuten Ichiba reaches across most popular eCommerce segments
Rakuten is a go-to destination for the most popular product categories among Japanese shoppers. Rakuten's vast ecosystem truly powers their shopping habits and lifestyle preferences.
*FX conversion rate 100 JPY = 0.92 USD (as of 10/14/2019)
*Source: Rakuten Group, Inc. “IR Release for Q4 of FY2018
Financial Results and Consolidated Financial Results in
2018” and “IR Release for 2Q of FY2019 Financial Results”
*Average Daily GMS is determined by “2018 Domestic eCommerce GMS” divided by days
R A K U T E N ' S U N I Q U E P R O M I S E
What sets Rakuten's platform apart?
MARKET GRASP
Rakuten dominates the eCommerce market in Japan, holding 25%+ of online B2C market and 30%+ in apparel, food, and household segments.
CONCIERGE SUPPORT
Rakuten delivers full support throughout the merchant's journey. A bilingual eCommerce Consultant (ECC) helps you maximize your potential on Rakuten.
THE LENS ON BRAND
Rakuten is a shop-centric marketplace where merchants can fully control their storefront, product pages, and customer experiences. Run your store as you see fit.
CROSS-BORDER REACH
As a US merchant, you don't need to establish an entity in Japan. Rakuten enables you to drop ship directly from your overseas warehouse to Japan. Excellent infrastructure and small distances make deliveries fast and frictionless.
THRIVE ON ECOSYSTEM
The ecosystem that exists within Rakuten arms you with unique tools to retain customers and grow your sales. Popular shopping events, campaigns and loyalty programs like Rakuten Points are absolute winners.
CUSTOMER REWARDS
Rakuten's unique platform captures and retains customers through a vast portfolio of online services and and engaging loyalty programs. Customers can earn up to 16% points back across the Rakuten ecosystem.
L O Y A L T Y P R O G R A M
Rakuten Point: Unique Loyalty Program
E D U C A T I O N
Want more market insights & how-to's?
Check out this definitive guide to running your eCommerce business in Japan & how companies like yours are already thriving thanks to lucrative opportunities this market provides.
G E T T I N G S T A R T E D
Merchant onboarding process
S T E P 1
Registration
S T E P 2
Store setup
S T E P 3
Shop opening
Once your store is live, a dedicated eCommerce consultant (ECC) will be assigned to help you further drive sales and maximize your store’s performance to ensure success on Rakuten’s marketplace.