Your Shopify Japan launch guide: Localization strategy for global success

The debate between brick-and-mortar and online shopping in Japan is largely behind us. While physical retail stores continue to play an important role, e-commerce has clearly come out on top and has surged ahead in adoption. Reflecting this shift, Japan’s Ministry of Economy, Trade and Industry (METI) reports that the B2C e-commerce market reached approximately US$176.8 billion in 2023, a robust 9.2% increase from the previous year1.

Amid this explosion of online commerce in Japan, platforms like Shopify have taken center stage. A leading e-commerce solution, Shopify offers entrepreneurs and established brands an all-in-one environment to build, launch, and scale an online store. But how does Shopify work exactly? 

At its core, the platform brings together the essential functions of running an online business, from storefront design and payment processing to inventory control, marketing tools, and logistics coordination.

For Japanese exporters, Shopify presents a powerful gateway to the world’s largest consumer markets. With Shopify integration, your business can showcase quality products, support multi-currency pricing, and address international shipping requirements. 

In this guide, we’ll walk through how to set up a Shopify store, covering localization strategy, trust building, and export-ready logistics with DHL Express Commerce in Japan..

Preparing for global expansion: Assessing market readiness and building your localization strategy

A localization strategy is the blueprint that ensures your products, branding, and messaging resonate with global consumers. It goes beyond simple translation, encompassing cultural nuances, regional preferences, legal compliance, and seasonal relevance.

Before expanding, assess whether your business is ready. Analyze product-market fit by researching demand in your target regions and understanding the competitive landscape. Shopify provides analytics tools and integrations that can help you evaluate market trends and consumer behavior for a more data-driven approach.

Next, ensure your brand messaging is consistent yet locally adapted. From website copy and imagery to customer service scripts, every touchpoint should reflect cultural sensibilities. Review legal requirements in your target markets, including product labeling, consumer protection laws, and data privacy standards. 

Seasonal and cultural relevance also matters: aligning your promotions and product launches with local holidays or shopping periods can dramatically boost engagement.

How to set up your Shopify store: The foundational setup for export

Knowing how to set up your Shopify store for global export allows you to reach new customer segments and streamline international shipping for smooth cross-border operations.

Here's a checklist of foundational steps to follow:

1. Choose a Shopify plan that suits your business size and sales projections.
2. Select a mobile-optimized theme for a fast, clean design.
3. Upload initial product listings with high-quality images and accurate descriptions.
4. Set up payment gateways that accept local and international payment methods.
5. Configure tax and shipping settings according to target markets.

Legal and compliance considerations are crucial. Display clear return and refund policies, privacy notices, and product disclaimers in the languages of your key markets. A professional and responsive website enhances trust, so ensure fast loading speeds, intuitive navigation, and a mobile-friendly design.

What is the difference between Shopify and Shopify Managed Markets?

As more Japanese exporters tap into global demand through Shopify, a common question arises: What is Shopify Managed Markets, and how does it expand upon the standard Shopify experience?

Shopify Managed Markets is a built-in system designed to simplify international sales by centralizing currency, tax, and domain management. While Shopify provides the core e-commerce infrastructure, Managed Markets allows businesses to scale effortlessly across multiple countries with localized experiences.

Strategic benefits of using Shopify Managed Markets include:

• Multi-currency pricing: Automatically display products in the customer's local currency to improve conversion.
• International tax & duty management: Centralize the calculation of VAT, GST, and sales tax across regions.
• Custom content localization: Tailor pages, collections, and promotions to different global customer segments.

By using Shopify Managed Markets, Japanese businesses can streamline international operations without needing separate stores for each region, improving efficiency and customer trust.

Building global trust: Currency and payments

Trust is critical for international customers. Transparent local pricing and familiar payment options reduce friction and encourage purchases. By leveraging Shopify Managed Markets' multi-currency features, businesses can display prices in the local currency, making it easier for shoppers to understand costs and avoid surprises at checkout.

Equally important is offering popular online payment methods in key export regions. From credit cards and PayPal to region-specific options like iDEAL in the Netherlands or Konbini payments in Japan, providing familiar payment experiences increases the likelihood of completed transactions and repeat business.

Seamless shipping: Shopify integration with DHL Express

A high-conversion online store is only part of the equation. Efficient, reliable logistics are what turn international orders into satisfied customers. DHL Express Commerce, integrated directly within the Shopify ecosystem, makes global shipping simple for Japanese businesses looking to export with ease.

Here’s how DHL Express Commerce simplifies Shopify exports

• Transparent pricing: Show real-time international shipping rates at checkout, reducing cart abandonment by providing clear landed costs.
• Automated compliance: DHL Express pulls order data from Shopify to instantly create shipping labels and all necessary customs documentation, minimizing errors.
• Effortless fulfillment: Integrate order and tracking data to streamline warehouse processes, ensuring packages are ready for pickup and customers receive instant updates.

To sum up, Japanese businesses can connect DHL Express to Shopify to gain a reliable, end-to-end logistics solution that complements the platform's e-commerce capabilities.

From Japanese launch to global leader

Success in international e-commerce requires pairing Shopify's intuitive, user-friendly interface with best-in-class logistics solutions. By leveraging Shopify Managed Markets, businesses can manage multi-currency pricing, taxes, and localized content effortlessly. Meanwhile, businesses which integrate DHL Express with Shopify are assured that shipping, compliance, and fulfillment are handled efficiently.

This combination allows Japanese exporters to focus on what matters most: product development, marketing, and customer engagement. The complexities of international operations are simplified, giving your business a competitive edge and the ability to scale globally.

Take your Shopify store global and simplify shipping to Japan and beyond. With DHL Express Commerce, you can streamline international logistics, manage customs documentation effortlessly, and focus on growing your business. Open a DHL Express Business Account today and start exporting with confidence.