Three Major E-Commerce Sites In Japan

Japan's e-commerce landscape is dominated by three major players: Amazon, Rakuten, and Yahoo Shopping. These platforms have revolutionized the way Japanese consumers shop, offering a wide range of products, convenient services, and unique features. In this article, we will take a closer look at each of these e-commerce giants, exploring their characteristics, key strengths and why they have become popular choices among Japanese shoppers. If you are considering to expand in Japan through one of these EC platforms, please read it until the end!

1. Amazon

Amazon is an American-based multinational company that has made its mark worldwide, including in the Japanese market. Amazon Japan offers a vast range of products, catering to the diverse needs and preferences of Japanese consumers. These are the reasons why Amazon stands out among Japan’s e-commerce giants:
- Product Variety: Amazon Japan boasts an extensive product catalog, encompassing everything from electronics, household essentials, fashion, books, and much more. Just in one click, millions of items appear. Therefore, customers can easily find what they need and enjoy an effortless shopping experience.
- Convenient Delivery and Logistics: Amazon's logistics network in Japan is powerful. With options like Prime delivery, customers can enjoy the added benefit of fast and often free shipping, along with exclusive deals and access to Amazon Prime Video and Music.
- Customer-Centric Approach: Amazon places a strong emphasis on customer satisfaction. Amazon offers features such as customer reviews, personalized recommendations, and easy returns and thus is able to maintain a loyal customer base in Japan.

2. Rakuten

Rakuten, often referred to as the "Amazon of Japan," has established itself as a distinguished player in the Japanese e-commerce landscape. What sets Rakuten apart is its marketplace model, where independent merchants can set up their online stores within its platform. Here’s why:
- Empowering Small Businesses: Rakuten's marketplace model enables small businesses and individual sellers to reach a wider audience without the need for substantial infrastructure. This approach fosters entrepreneurship and supports local Japanese businesses, offering customers a diverse array of products and services.
- Rakuten Points: Rakuten's loyalty program gives incentives to customers to shop more on the platform. Shoppers earn points for their purchases, which can be used as discounts for future transactions, creating a cycle of customer loyalty.
- Integrated Services: Beyond just e-commerce, Rakuten allows users to access a wide range of services, including Rakuten Ichiba (the main shopping mall), Rakuten Bank, Rakuten Travel, Rakuten Mobile, and etc, establishing itself as a one-stop destination for various needs.

3. Yahoo Shopping

Yahoo Shopping, operated by Yahoo Japan Corporation, is another major player in Japan's e-commerce landscape. Leveraging the strength of the Yahoo brand, Yahoo Shopping provides a convenient online marketplace for Japanese consumers. It stands out because:
- Brand Recognition: Yahoo Japan has been a familiar name in Japan since its launch, which helped Yahoo Shopping gain the trust and brand recognition to establish itself as a go-to platform for online shopping.
- User-Friendly Interface: The platform provides detailed product descriptions, customer reviews, and seller ratings, enabling customers to make informed purchasing decisions as well as  to navigate and find the products they need. 
- Auction and Bargain Options: Yahoo Shopping's unique feature is its auction system, allowing users to bid on various items and potentially get great deals. Additionally, the platform offers a wide range of discounted products, making it an attractive choice for bargain hunters.

If you are confused which platform to sell in, please take a look at the survey and comparison table below: