How to Export to Japan: A Guide for SMEs

Its sophisticated e-commerce market is one of Asia’s most lucrative – expected to grow by 7.7% in 2025, reaching US$206.8 billion². The country’s high digital literacy, strong logistics infrastructure, and willingness to spend make it a prime export destination.

Read on for everything you need to know to export to Japan with ease – from shipping and logistics best practices to the local insights that will help your business appeal to consumers there.

Trade and exports in Japan

Japan may be known for its high-tech exports, but it also imports a huge volume of goods – particularly in sectors where overseas brands bring something unique.

Japan’s top import partners

(% of imports on a value basis, 2024)

Leading categories for online purchases in Japan*

(Leading products purchased on Amazon in Japan, March 2024)

Mobile-first, but desktop still matters

Mobile commerce accounts for over half of online sales in Japan’s B2C e-commerce market⁵ – even though many consumers still complete their purchases on desktop. Businesses should invest in a great customer experience across all screens to maximize sales.  

Consumer behavior – think “omotenashi”

• Cultural expectations shape perception: In Japan, principles like omotenashi (hospitality) and wa (harmony) shape how consumers expect to be treated. Delivering a respectful, thoughtful customer experience is key to earning trust and loyalty.
• Detail-oriented decision-making: Japanese consumers are famously thorough researchers. Expect them to read all product descriptions carefully and compare prices and reviews before committing to a purchase.
• Quality is non-negotiable: Products are expected to be not only well-made, but also carefully presented. Even small details – like the feel of the packaging – can influence how your brand is perceived.

Popular online marketplaces  

Many of Japan’s online marketplaces provide a straightforward way for foreign SMEs to sell directly to local consumers. Here are three to consider:

• Rakuten Ichiba – One of Japan’s largest e-commerce sites, offering a platform model similar to Amazon. Popular with domestic and international sellers alike.
• Amazon Japan – The most visited e-commerce site in the country. Sellers can enjoy access to over 600 million monthly shoppers⁶ hunting for bargains.
• Yahoo! Shopping – A strong third player that still captures a large share of the market, often preferred by older demographics.

Social commerce gaining traction

While traditional e-commerce sites like Rakuten and Amazon still dominate, social commerce is on the rise, with platforms like Instagram Shopping, TikTok Shop, and LINE playing a growing role in product discovery and purchase.

For SMEs, this opens up exciting, low-barrier opportunities to reach Japanese consumers directly – without the need for a physical presence or even a full-fledged website.

Top e-commerce payment methods in Japan

Offering a mix of trusted payment options – especially credit cards and digital wallets – is key to building confidence with Japanese shoppers and reducing cart abandonment.

Notable shopping events and holidays in Japan

Put these dates in your e-commerce calendar to ensure your business never misses a sales opportunity!

• White Day (March 14) – The follow-up to Valentine’s Day, where men gift women. Popular for beauty, fashion, and luxury items.
• Golden Week (late April-early May) – A series of national holidays when many people take time off and shop online.
• Bonus Sales (June-July and December) – These twice-yearly events are timed to coincide with Japan’s seasonal bonus payouts.
• Obon Festival (mid-August) – A time for family gatherings, gift-giving, and online sales.
• Black Friday (November) – This global sales bonanza is gradually gaining momentum in Japan, as bargain hunters head online in search of deals and discounts.
• Year-End/New Year Sales (December-January) – Many retailers offer deep discounts. Fukubukuro (“lucky bags”) are a popular promotional tactic.
   

Challenges when exporting to Japan

Japan is a lucrative and mature market – but it also comes with unique barriers that international businesses need to navigate carefully.

Official regulations favoring domestically produced products

While Japan’s tariffs are low, non-tariff barriers remain significant challenges for foreign brands. Some sectors require companies to show prior experience in Japan, effectively limiting new entrants, and certain regulations favor domestic products over imports.

Foreign SMEs can overcome this by partnering with a local distributor or expert who understands the regulatory landscape and can guide them through it.

Unique consumer preferences and market norms

Japanese shoppers have high standards and strong brand loyalty; flashy marketing or overly casual service won’t cut it.

Foreign SMEs should invest in professional localization and adapt their tone, visuals, packaging, and even customer service style to meet Japanese expectations. Collaboration with local influencers can help build trust authentically.

Another unique payment method in Japan is paying at convenience stores (known as Konbini), which accounts for about a third of payments and is available at 55,000 locations nationwide. This method is especially popular among teenagers without bank accounts or access to credit.

Cash on delivery is also relatively common, with around 20% of online buyers using this method due to its perceived security and anonymity when making online purchases.

Regulations for exporting and importing to Japan

When exporting to Japan, it’s crucial to understand customs procedures and documentation requirements to avoid delays or fines.

Must-know regulations include:

• Customs procedures: All shipments to Japan must go through customs clearance, which involves inspection of goods and verification of documentation. Delays can occur if paperwork is incomplete or inaccurate.
• Restricted and prohibited items: Certain products such as firearms, narcotics, some chemicals, and agricultural products are heavily regulated or prohibited. Additionally, items like food, cosmetics, and pharmaceuticals often require special permits or certifications.
• Product standards and labeling: Imported goods must meet Japan’s safety and quality standards, and accurate labeling in Japanese (including ingredients, manufacturer details, and usage instructions) is often mandatory.
• Duties and taxes: Japan applies customs duties and consumption tax (similar to VAT) on imported goods. Tariffs vary depending on the product category and trade agreements.

DHL’s MyGTS (My Global Trade Services) is a free and easy-to-use platform that will help you navigate international shipping regulations. It provides clear guidance on import and export requirements for different countries and tells you exactly which documents you need before shipping.

Customs clearance and export documents required

When exporting to Japan, missing or incorrect paperwork can lead to delays, fines, or worse – your shipment rejected altogether.

Typically, the documents required for importation in Japan include:

• Air Waybill: A transport document issued by the carrier that details the shipment route and delivery terms.
• Commercial Invoice: This is like a detailed receipt for your shipment, showing the value, description, origin, and any agreed-upon terms for the goods.
• Certificate of Origin: This confirms where the goods were manufactured. It may be required for customs or to qualify for reduced tariffs under trade agreements.

Again, MyGTS can help – it takes the guesswork out of paperwork, helping you confirm everything’s in place for a smooth and compliant shipping process.

DHL’s insider tips for exporting to Japan