Online Selling in Japan: Quick Overview & Key Points

Online selling in Japan is a rapidly growing industry that presents a great opportunity for businesses looking to expand their reach.

However, selling online in Japan can be challenging for businesses that are not familiar with the country's regulations and consumer preferences.

This article provides a fast overview to get you up-to-speed quickly.

What are the legal requirements for selling online in Japan?

First off, what paperwork do you need to complete in order to sell online in Japan? What legal requirements must you meet?

Here, you will learn the basics on how to register an online business in Japan:

1. The seller must provide their name, address, and phone number

Online stores fall under the "mail order" (通信販売) category governed by the Specified Commercial Transaction Act in Japan (特定商取引法).

According to the Act, the operator's name, address, and phone number must be disclosed when selling anything online.

2. The seller should submit a business opening notification

Also, when opening an online store, it is advised to submit a business opening notification (開業届). There is no penalty if you do not submit it, but in principle, you are strongly encouraged to submit this form within one month of starting your business.

(The business opening notification is also required if you want to use the Blue Return system when filing your income taxes for the year.)

Why do I need to provide my address and phone number? Is there any way around this?

Online selling in Japan in their e-commerce industry and ecommerce sites in Japan are subject to the Specified Commercial Transaction Act, which are Japanese laws that serve to protect the safety and rights of consumers.

All major online store platforms, like Rakuten and Amazon Japan, require that you list your personal address or shop's address and phone number.

The law enables customers to get in touch with the online seller in case of a faulty product or other questions or concerns.

However, there are 2 methods to sell online without disclosing your personal information, which we'll describe below.

Method 1. Use a virtual office or rental address

To protect the shop owners' privacy in Japan's ecommerce industry, many would use a virtual office address or a rental address.

Using a virtual office address or a rental address is the most widely used method for protecting shop owners' privacy in Japan's ecommerce industry.

A virtual office address service often provides mail forwarding as well, allowing any mail addressed to your listed virtual office address to be forwarded to you.

The commonly cited benefits of using a virtual office are:

• You can rent an address in a prime location at a low cost.

• Rental addresses are cheaper than renting office space.

• The best virtual address services allow you to access your mail on the cloud.

• You can protect the privacy of your home address.

• Some places also let you rent a phone number.

One virtual address provider to consider is MailMate.jp, which offers virtual addresses with comprehensive mail forwarding services. With MailMate, you can receive your mail securely and access it online from anywhere, ensuring your home address remains private.

There are some drawbacks of using a virtual office, which you'll want to keep in mind:

• Your address overlaps with other businesses.

• People can find out that you are renting a virtual office if they search your address.

• Some virtual office services do not offer mail forwarding services.

Method 2. Use an online store platform that does not require disclosing your address.

In principle, when operating an e commerce store, the operator's address must be disclosed as the shipping or return address.

However, in 2021, the Consumer Affairs Agency announced that individuals who claim the right to personal information protection are not required to disclose their personal address when opening an online store.

To use this method, however, you would need to sell your products via e commerce platforms that allow you to opt out of disclosing one's personal information. For example, you do not need to disclose your home address if you use the free plan of Color Me Shop.

Selling online in Japan as a foreigner or non-resident

Quick summary:

• ✅ Foreigners can legally sell online in Japan

• ✅ Non-residents can sell to Japan but often need a Japanese address or representative

• ✅ Seller disclosure is legally required under the Specified Commercial Transaction Act

• ✅ Taxes may apply depending on sales structure and revenue

• ✅ Using a Japanese address or virtual office builds trust and supports compliance

• ✅ Marketplace rules vary—Amazon Japan is generally easiest for overseas sellers

Japan is one of the world’s most mature and trusted e-commerce markets, and yes—foreigners and non-residents can legally sell online in Japan. However, the rules depend on your residency status, where your business is registered, and how you plan to operate. Below is a practical breakdown to help you understand what’s required to start selling to Japanese customers smoothly and legally.

Can foreigners sell online in Japan?

Yes. Both foreign residents in Japan and overseas non-residents can operate an online business for the Japanese market. What changes is how you structure your business and how you comply with Japan’s consumer protection and tax laws.

In all cases, Japan’s Specified Commercial Transaction Act (特定商取引法) and tax regulations apply, meaning sellers must operate transparently, clearly disclose seller information, and follow Japanese consumer protection standards.

If you live in Japan: Business registration options

If you are living in Japan and want to sell online, you can typically choose between

✅Registering as a Sole Proprietor (個人事業主)

• File a Business Opening Notification (開業届)

• Optional: Apply for the Blue Return (青色申告) for tax benefits

• Must provide a Japanese address and contact details

✅Establishing a Company (GK or KK)

• GK (合同会社) or KK (株式会社)

• More credibility with Japanese customers and e-commerce platforms

• Suitable for larger or long-term operations

Both options require listing your name, address, and phone number under the Specified Commercial Transaction Act. Many foreigners use a virtual office address to protect privacy and meet legal disclosure requirements.

If you do NOT live in Japan: Can non-residents sell to Japan?

Yes, non-residents can sell online to Japan, but you generally need one of the following:

Option 1: Work with a Japanese representative/local partner

Many overseas sellers appoint:

• A fulfillment partner in Japan

• A distributor

• A resident representative

• A virtual office/compliance support provider

This helps with:

• Address disclosure compliance

• Customer trust

• Handling returns and inquiries in Japan

Option 2: Sell through marketplaces that support overseas sellers

Some Japanese e-commerce platforms can work with overseas sellers if verification conditions are met. Requirements vary but often include:

• Identity verification

• Return address policy

• Tax acknowledgement

• A Japanese contact point in some cases

Marketplaces like Amazon Japan are generally the most accessible entry point for overseas sellers. As of September 2025, Rakuten Ichiba has also opened direct access to sellers from 22 eligible countries without requiring a Japanese entity, though sellers from outside those countries still typically need a local partner.

Do you need a Japanese address to sell online in Japan?

In most cases, yes. Japan’s consumer protection law requires sellers to display:

• Seller name

• Address

• Phone number or contact method

If you don’t want to list your home or overseas address publicly, many sellers use a Japanese virtual office or rental address service that meets compliance standards while protecting privacy.

This also increases customer trust, improves conversion rates, and can make marketplace onboarding easier.

Tax obligations for foreign and non-resident sellers

Even if you are overseas, Japanese tax rules may still apply depending on:

• Sales volume

• Business structure

• Whether you warehouse goods in Japan

• Whether you exceed the consumption tax threshold

Key considerations include:

• Income tax obligations for profits made from Japanese customers

• Consumption tax (10%) if sales exceed Japan’s taxable threshold

• Proper record keeping

• Possible requirement for a tax agent in Japan

When in doubt, consult a Japanese tax professional—correct setup early prevents penalties later.

Is language and localization required?

For best results, yes. Most Japanese consumers prefer:

• Websites and listings in Japanese

• Customer support available in Japanese

• Trust cues such as return policies written in Japanese

Many e-commerce platforms even require Japanese-language listings.

What are the most popular online selling platforms in Japan?

When it comes to selling online in Japan, there are a few popular platforms that sellers can choose from. Each site will explain how to sell online in Japan on their specific site.

Here are some of the most popular online selling platforms in Japan:

1. Rakuten

Rakuten Ichiba is Japan's largest homegrown e-commerce marketplace, with over 130 million registered members and approximately 27% of Japan's online B2C market share.

It is Japan's second-largest platform overall by GMV, after Amazon Japan, but distinguishes itself through its powerful loyalty ecosystem—Rakuten Points can be earned and spent across e-commerce, travel, banking, and mobile, creating exceptionally high repeat-purchase rates.

Sellers benefit from strong brand-building tools and access to a loyal customer base, though monthly fees (¥19,500–¥100,000 depending on plan) plus an initial setup fee of ¥60,000 make it a higher-investment channel than Amazon.

2. Amazon Japan

Amazon Japan is the largest e-commerce platform in Japan by GMV, with roughly one in three yen spent online flowing through its platform. It offers sellers access to a massive customer base, Fulfillment by Amazon (FBA) logistics, marketing support, and the easiest onboarding process for overseas sellers. Referral fees range from 8–15% per sale, with no monthly fee for smaller sellers and ¥4,900/month for larger ones.

3. Yahoo! Shopping Japan

Yahoo! Shopping Japan, now operated by LY Corporation following the merger of Yahoo Japan, LINE, and Z Holdings in 2023, is Japan's third-largest e-commerce platform.

It offers a lower cost structure than Rakuten with no monthly seller fees, and benefits from deep integration with PayPay, Japan's largest QR code payment platform, giving sellers access to over 65 million PayPay users.

It attracts roughly 118 million monthly visitors and exceeded ¥2.3 trillion in GMV in 2024.

4. Mercari

Mercari is Japan's leading consumer-to-consumer resale marketplace, commanding over 70% of the domestic secondhand marketplace app segment with 22 million monthly active users. It is ideal for individuals, resellers, and small sellers moving pre-owned or surplus goods. Mercari charges a flat 10% commission per sale with no listing fees. In September 2025, Mercari launched a Global App enabling overseas buyers to purchase from Japanese sellers directly, expanding its cross-border reach significantly.

What are the preferred payment methods for online shoppers in Japan?

After you've decided on the marketplace you will use to sell your products, one of the next steps is deciding on payment methods for your Japanese ecommerce store. 

For online selling in Japan, keep in mind that having more than one payment method listed can actually be part of a good ecommerce strategy.

1. Credit cards

Credit cards are the dominant cashless payment method in Japan, accounting for approximately 82.9% of all cashless payment value in 2024, according to Japan's Ministry of Economy, Trade and Industry (METI). Overall, cashless payments reached 42.8% of total consumer spending in 2024—surpassing the government's long-standing target of 40%. For online selling, accepting major international card networks (Visa, Mastercard, JCB) is essential, as these are the default payment method for Japanese online shoppers.

2. Convenience store payments

Konbini (convenience store) payments remain a distinctly Japanese payment option, allowing customers to pay for online orders in cash at any of Japan's 55,000+ convenience stores. This is particularly valuable for reaching customers who prefer cash or don't use credit cards. Konbini payment offers an easy way to tap into the cash market for ecommerce due to the ubiquity of 24/7 convenience stores found across the country.

3. Mobile payments

An increasing number of consumers now use their smartphones to make purchases. One of Japan's most popular mobile payment services is PayPay, which has gained significant market share due to its aggressive marketing campaigns and cashback promotions.

4. Bank transfers

In addition to credit cards, Konbini payments, and mobile payments, bank transfers are also a commonly used payment method in Japan. Bank transfers are often used for high-value transactions and are preferred by Japanese consumers who do not have credit cards or prefer not to use them for online transactions.

5. Cash on delivery (COD)

When selling online in Japan, having a COD option allows the buyer to pay for their item once they receive it.

There are two types of COD to be aware of:

• Cash on Delivery (shipping fee): the customer pays the shipping fee only once the item is delivered.

• Cash on Delivery (product): the price of the item will be paid at the delivery time.

Some Japanese sellers and consumers will use this option to avoid online transaction fees.

With COD, payment is always made in cash.

Shipping and returns policies when shipping in or to Japan

Japanese buyers have high expectations when it comes to shipping speed and reliability. As such, it's important to offer fast and efficient shipping options, such as same-day or next-day delivery, whenever possible.

Have clear and transparent returns policies that are easy to understand and follow. This can include things like free returns, no-questions-asked policies, and easy-to-use online returns systems.

Tax obligations and accounting requirements for online selling in Japan

When selling online in Japan, it’s essential to understand your tax responsibilities from the start. Mistakes in tax reporting can result in penalties, audits, and long-term administrative issues.

Income tax for online sellers

If you earn income through online sales in Japan, that income is generally taxable. Individual sellers must report all earnings, even from side businesses. You’re eligible for a basic income deduction of ¥480,000 per year, which reduces your taxable income. If your net income (after deducting expenses) is below the threshold for tax liability, you may not owe any income tax, but a tax return may still be required.

Japan uses a progressive tax system, starting at 5% for lower income brackets and going up to 45% for high earners. Filing is typically required if you earn income outside of a salaried job or if your total taxable income exceeds your available deductions.

Consumption tax (VAT equivalent)

Japan’s consumption tax (similar to VAT) is 10% on most goods and services. You're required to register and begin collecting consumption tax if your business had over ¥10 million in taxable sales during the base period, which is two years prior. For example, if your sales exceeded the threshold in 2024, you will need to start charging consumption tax starting in 2026.

There are exceptions. Certain businesses—including importers, digital service providers, or those who voluntarily register—may need to start charging consumption tax earlier. If in doubt, consult a tax advisor.

Record-keeping rules

Japanese tax authorities require sellers to maintain thorough and accurate records. The law mandates that you retain the following for 7 years:

• Sales transactions and receipts

• Business expenses with supporting documents

• Inventory purchases and cost data

• Bank statements and payment logs

Digital storage is allowed, provided the data is accessible, properly categorized, and verifiable during audits. Electronic records must comply with Japanese e-record laws.

Benefits of the blue return system (青色申告)

If you submit a business opening notification (開業届), you may also apply for the Blue Return system, a special tax filing status that offers financial advantages. Blue Return is available to individuals and small businesses that maintain proper bookkeeping.

Benefits include:

• A special deduction of up to ¥650,000 if you use double-entry accounting

• Ability to carry forward business losses for up to 3 years

• Deducting salaries paid to family members who work in the business

To qualify, you must file a Blue Return application within two months of starting your business or by March 15 of the tax year you plan to use it.

Quick checklist for online sellers in Japan

• ✅ Submit a business opening notification within 1 month of starting

• ✅ Apply for the Blue Return system within 2 months (optional, but recommended)

• ✅ Track and store sales, expenses, and banking records for 7 years

• ✅ File your annual tax return by March 15

• ✅ Register for consumption tax if you exceed ¥10M in taxable sales (2 years prior)

• ✅ Make quarterly estimated payments if total tax exceeds ¥150,000

Getting your taxes right early on will save you time, stress, and money in the long run. Japan’s tax authorities expect discipline, but once your systems are in place, staying compliant becomes manageable.

Frequently asked questions

Can you sell online in Japan?

Yes. Japan is one of the world's most digitally mature consumer markets, with approximately 107 million internet users and an 87% internet penetration rate as of 2025. The B2C e-commerce market exceeded $239 billion in 2024 and continues to grow, making it a significant opportunity for both domestic and overseas sellers.

Where can I sell online in Japan?

You can sell online in Japan through popular eCommerce platforms like Amazon, Rakuten, and Zozotown. These platforms have mobile app versions to cater to the trend of "mobile-first" shopping in Japan. By listing your products on these websites, you can tap into a large customer base and boost your online sales.

What is the largest e-commerce platform in Japan?

Amazon Japan is the largest e-commerce platform in Japan by GMV, with approximately one in three yen spent online flowing through its platform. Rakuten Ichiba is the largest homegrown Japanese marketplace, ranking second overall with roughly 27% of Japan's online B2C market share and over 130 million registered members.

What do Japanese people use for online shopping?

Japanese people use popular online shopping websites like Amazon Japan, Rakuten, and Yahoo Online Shopping for their online shopping needs. These platforms offer a wide range of products and are trusted by Japanese consumers.

Can foreigners legally sell online in Japan?

Foreigners can legally sell online in Japan, but the process depends on your residency status. If you live in Japan, you can register as a sole proprietor or establish a company (like a GK or KK). Non-residents typically need to partner with someone in Japan or use a local representative or fulfillment provider to comply with legal and tax obligations. While there is no restriction on selling as a foreigner, the Specified Commercial Transaction Act and Japanese tax rules still apply, and having a Japanese address or proxy is often required for compliance and trust.

How much does it cost to start selling online in Japan?

Startup costs vary depending on your business model, but most sellers should expect to budget at least ¥10,000 to ¥50,000 upfront. Typical expenses include a virtual office address (around ¥2,000–¥5,000 per month), initial platform fees (Amazon and Rakuten can charge setup fees and monthly plans), and transaction or commission fees (around 5–15% depending on the platform). Additional costs may include a Japanese phone number, product listings, advertising, and shipping fees, with lower-cost options available for individuals using marketplaces like Mercari or BASE.

What are the best fulfillment and shipping options for online sellers in Japan?

Japan offers highly reliable and efficient shipping providers, with Yamato (Kuroneko), Sagawa, and Japan Post being the most commonly used. Many sellers also use fulfillment services like Amazon FBA or Rakuten Super Logistics for faster delivery and inventory management. For smaller operations or international sellers, third-party logistics (3PL) providers can handle warehousing and order fulfillment. It’s important to offer multiple delivery options and consider same-day or next-day delivery for local customers to meet consumer expectations.

Do I need to translate my store into Japanese?

Translating your store and customer support into Japanese is strongly recommended, as most Japanese consumers prefer to shop in their native language. Accurate and culturally appropriate translations build trust and improve conversion rates. This includes product descriptions, checkout pages, customer service emails, and return policies. Many Japanese marketplaces also require listings in Japanese, and platforms like Shopify and BASE offer language tools or integrations to help localize your store for Japanese shoppers.

How can I market my online store in Japan?

Marketing your online store in Japan requires a mix of localized strategies. Popular channels include Google Ads, Yahoo! Japan Ads, Instagram, and LINE, which is widely used for both social communication and promotional messaging. Influencer marketing via YouTube, TikTok, or Twitter (X) is also effective, especially for fashion, cosmetics, and lifestyle products. For long-term traffic, consider Japanese SEO, focusing on proper use of kanji, katakana, and hiragana in keywords, and list your products on affiliate platforms like A8.net to tap into local blogger and content networks.

In closing

Online selling in Japan can be a great opportunity for your business to thrive in the Japanese e-commerce market. Understanding the legal requirements and picking the right platform will help you reach a Japanese audience for an online business presence.