How Foreigners Can Launch an E-Commerce Business in Japan
Japan’s e-commerce market is one of the largest and most lucrative in the world—yet many foreign entrepreneurs hesitate to enter due to language barriers, legal complexities, and cultural nuances.
The truth is, with the right guidance and infrastructure, launching a successful e-commerce business in Japan is not only possible—it’s a high-potential opportunity for international sellers.
This blog breaks down the process for starting an online business in Japan as a non-resident or foreign entrepreneur, from company registration to logistics and local payment gateways.
1. Understand the Japanese E-Commerce Landscape
Japan’s e-commerce market exceeds $150 billion USD annually, driven by tech-savvy consumers who value reliability, fast delivery, and trust.
Key Characteristics:
- Preference for domestic platforms (Rakuten, Amazon Japan, Yahoo! Shopping)
- High expectations for packaging and customer service
- Low return rates but strong focus on product detail accuracy
2. Choose the Right Business Model
There are multiple ways to sell online in Japan:
a. Marketplace Seller
- Sell on Rakuten, Amazon Japan, or Yahoo!
- Requires Japanese entity or official distributor
b. Own Online Store
- Build a Shopify, BASE, or EC-Cube website in Japanese
- Full brand control but higher setup cost
c. Distributor or Partner Model
- Work with a Japanese company to distribute your products
- Lower setup burden but shared profits
3. Register a Legal Business Entity in Japan
To operate an online business legally in Japan, you’ll need to register a company. Most e-commerce founders choose:
- GK (Godo Kaisha) for simplicity
- KK (Kabushiki Kaisha) for scalability and investor trust
Requirements:
- Japanese business address (can be virtual)
- Articles of Incorporation
- Paid-in capital (no minimum, but ¥5M for visa eligibility)
JapanFlex.com can help you incorporate remotely and handle all documentation.
4. Open a Corporate Bank Account & Payment Gateway
A Japanese business bank account is required for:
- Receiving customer payments
- Managing operating expenses
- Setting up with local payment providers
Common Payment Methods in Japan:
- Credit card (JCB, Visa, Mastercard)
- Konbini (convenience store) payments
- Bank transfers (furikomi)
- PayPay and LINE Pay
JapanFlex.com assists with bank account setup and connecting to payment gateways like GMO, SB Payment, and Stripe Japan.
5. Set Up Shipping and Fulfillment
Fast, precise delivery is expected by Japanese consumers. You can:
- Use local fulfillment partners like Yamato or Sagawa
- Integrate Shopify with Rakuten Super Logistics
- Offer same-day or next-day shipping in urban areas
Include tracking, delivery window choices, and branded packaging.
6. Build a Japanese-Language Storefront
Whether you’re on Shopify or Rakuten, your store must be:
- Fully translated into native-level Japanese
- Optimized for mobile shopping
- Trustworthy in tone, layout, and design
Consider hiring bilingual copywriters or working with JapanFlex’s localization partners.
7. Handle Customer Service Properly
Japanese customers expect:
- Prompt responses (within 24 hours)
- Formal but polite tone
- Clarity in policies and returns
Outsource to a bilingual virtual assistant or use chatbot tools trained in Japanese.
8. Comply with Japan’s E-Commerce Regulations
You’ll need to:
- Display business registration info and return policies clearly
- Register as a seller for specific goods (alcohol, cosmetics, electronics, etc.)
- Collect and remit consumption tax when applicable
JapanFlex.com ensures your business stays compliant and up to date.
Real Founder Story
Client: EU-based skin care brand
- Registered a GK with JapanFlex remotely
- Used Shopify and local fulfillment center
- Hired a bilingual VA for customer service
- Scaled to ¥1.2M monthly sales within 8 months
Final Thoughts: Tap into Japan’s E-Commerce Goldmine
Selling online in Japan can seem intimidating at first—but with the right team, tools, and strategy, foreign founders can build thriving e-commerce operations in one of the world’s most reliable consumer markets.
JapanFlex.com makes it easy by handling the setup, compliance, and infrastructure so you can focus on sales.
Launch Your E-Commerce Business in Japan with JapanFlex.com
Whether you’re starting a new brand or expanding your global store into Japan, JapanFlex.com is your all-in-one partner.
Visit https://japanflex.com/ to explore our e-commerce setup packages, virtual offices, and localization support.
