Entering the Japanese market involves much more than just a site that introduces your products. TA9N supports overseas companies in developing e-commerce sales in Japan, from test marketing and operating sales on your behalf to operational improvements.
The goal is to create a situation where Japanese customers can purchase with confidence, and the selling company also retains profit and cash. We first review the product and business conditions, test sales on a small scale, and then expand based on the results.
Leverage Japan’s market and existing sales infrastructure
According to a Ministry of Economy, Trade and Industry survey, Japan’s consumer e-commerce market in 2024 was ¥26.1 trillion across physical goods, services, and digital sectors. There is already an online shopping market, and you can consider sales channels to deliver new products. METI’s e-commerce market survey
For sales to Japan, you can use existing marketplaces, payment services, and logistics services. For example, Amazon explains two options: sending inventory to warehouses in Japan and letting Amazon handle storage, packing, and shipping, or shipping orders yourself. Rakuten Ichiba also offers systems such as credit card and convenience store payments. Usage conditions, screening, and fees must be checked for each service. Amazon’s guide to entering the Japanese market, Rakuten Ichiba payment information
However, having a sales infrastructure and having a product that sells are separate issues. Who has what problem, and why would they choose this product? We narrow down the initial target customers by reviewing competing products, pricing, and the content of the product description.
Prepare the explanation and operations needed to sell in Japan
Simply translating the product descriptions used overseas into Japanese may still leave questions unanswered before purchase.
Will the size fit? How is it used? When will it arrive, and what happens if it breaks? Whom should customers contact with questions or return requests? We prepare the information that answers these questions, along with a system that can actually handle them.
We review product pages, how-to videos, FAQs, packaging and instruction manuals, and post-purchase guidance so they fit Japanese usage scenarios. The starting point of localization is conveying the features valued in the country of origin as value for Japanese customers.
Sales channels should also be chosen according to the product. Marketplaces such as Amazon.co.jp and Rakuten Ichiba, as well as your own e-commerce site, each provide different points of contact with customers. Rather than opening stores on every channel from the start, we compare contract terms, costs, how freely you can present product information, and mechanisms for repeat purchases, then choose the channels to test.
Confirm legal requirements and responsibility sharing before starting sales
Return conditions on product pages, promotional wording on social media, and management of customer data. Compliance with laws and regulations is part of real-world sales and operations. During the preparation stage, we organize the points to check according to the product and sales model.
Mail-order disclosures and purchase procedures: Based on the Act on Specified Commercial Transactions, we set out the sales conditions such as price, shipping fees, payment, delivery, and returns, as well as the final order confirmation screen. CAA’s mail-order guide
Handling customer information: We confirm the purpose of use and management methods for the information collected, as well as how it is shared with contractors and overseas parties. Even when personal information related to sales to Japanese consumers is handled overseas, the Act on the Protection of Personal Information may still apply. Personal Information Protection Commission guidelines
Advertising and brand expression: In quality and price labeling and influencer campaigns, the Act against Unjustifiable Premiums and Misleading Representations applies, and for expressions such as product names, appearance, and country of origin, it is necessary to check the Unfair Competition Prevention Act and intellectual property rights. CAA guidance on the Act against Unjustifiable Premiums and Misleading Representations, METI guidance on the Unfair Competition Prevention Act
Product-specific safety standards and procedures: Certification, labeling, and notification requirements vary depending on the type of product. For example, under the revised four product safety laws effective December 25, 2025, overseas businesses that directly sell products subject to PS Mark requirements to Japanese consumers must file notifications and appoint a domestic administrator. METI guidance for overseas businesses
Who imports, who sells to customers, and who is responsible for returns and warranties? Tax treatment and the contracting party are also organized according to the sales model. For legal and tax matters requiring case-by-case judgment and specialized procedures, we proceed as needed, including engaging the appropriate specialists.
Verify demand and profitability through small-scale sales
We believe it is important to decide what to verify before preparing large inventory or advertising budgets.
For example, we start with a limited product range and prepare Japanese product pages and how-to videos. Once the sales conditions and customer support are in place, connect social media, relevant communities, and, where necessary, advertising to small test sales. At this stage, we collect reasons that led to purchases and reasons customers stopped before buying.
We look at more than just traffic and sales. We examine pre-purchase questions, trends in returns and defects, the time required for shipping and inquiries, and the profit remaining from each order.
In addition to product cost, we confirm profitability by including transportation and import costs, storage, packing and shipping, sales and payment fees, customer acquisition, and costs for returns and support. We also look at the timing of payments for procurement and advertising costs versus when sales proceeds are received. If the structure is such that cash becomes insufficient even as sales grow, adjustments are needed before expansion.
Based on those results, we improve pricing, bundle contents, explanations, sales channels, and logistics, and decide on the next investment.
Connect everything from contracts to post-sales support
Once test sales show promise, we set up operations that can handle an increase in orders. Simply arranging the e-commerce store, warehouse, shipping, and payment separately can leave order data transfer and confirmation tasks behind.
At TA9N, we provide support by connecting the following parts according to your business conditions.
Support area | What we put in place |
|---|---|
Sales channels and contracts | Selection of marketplaces or own e-commerce site, organizing the requirements needed for store opening and usage contracts, sales structure and role sharing |
Warehousing and logistics | Selection of contractors, operational design for receiving, inspection, packing, shipping, and returns |
Payments and order management | Review of payment methods and settlement terms, linking order, inventory, and shipping information, handling exceptions and errors |
Customer support | Japanese guidance and FAQs, inquiry reception, and the flow for returns and warranty handling |
Customer acquisition and repeat purchases | Product pages, videos, social media, advertising, and post-purchase emails and repeat-purchase measures |
Profitability and improvement | Review of costs, profit, inventory, and cash inflow/outflow by sales channel, and decisions on the next improvements |
We can support you with only the parts you need, or operate sales on your behalf, including test marketing. We also share responsibilities with contractors handling logistics and production, and decide which parts you will manage yourself and which parts you will entrust to others. When we operate sales on your behalf, the responsibilities and costs for inventory, sales proceeds, returns, and warranties are clearly defined in the contract.
Apply e-commerce operational experience since 2002 to your Japan expansion
TA9N has been engaged in e-commerce business and consulting in Japan since 2002. We also create and sell our own products, and continue improving logistics, customer inquiry handling, advertising, and systems.
For our own products, we started with packing 500 units, and after confirming the packing method, the unboxing experience, and the criteria for defects, we handed operations over to a contractor. In shipping operations, we also address issues such as incomplete customer input and errors when importing shipping data, while working on automation using AI.
We can use our operational experience to improve system design and the business itself: where work gets stuck after a site is launched, and which costs balloon when sales increase. That is our strength.
You can consult with us whether you are still considering sales in Japan or already have a store and are struggling with operations. First, please let us know the company’s country of location, the product URL, your current sales countries and channels, what you want to achieve in Japan, and your approximate budget and start date.
Together, we will verify whether it can sell in Japan and build a sustainable sales system.