Guide to Japanese eCommerce platforms for Hong Kong businesses expanding globally

Japan’s eCommerce sector stands as one of the most mature markets globally, outpacing major European countries like the UK, France, and Germany. If your Hong Kong business is looking to expand into Japan, this guide will walk you through the Japanese eCommerce market landscape. You’ll discover the unique features of five leading local eCommerce platforms and learn how Airwallex can help simplify payments and ramp up your competitive advantage in Japan’s dynamic market.

Japanese eCommerce trends and opportunities for Hong Kong businesses

Size of eCommerce market and popular product categories

Driven by the growing adoption of mobile and cross-border payments, Japan's eCommerce market continues to expand steadily. Multiple research institutions forecast that the market will reach an estimated size of US$190.5 billion in 2025, representing an 8% increase over the previous year. 

Popular product categories include electronics, fashion apparel, home and lifestyle products, beauty, and wellness, accommodating the diverse needs and interests of Japanese consumers. 

Online shopping habits and preferred payment methods

Japanese consumers show diverse online shopping habits, with a strong preference for high-quality imported goods. Credit cards remain the most common and trusted payment method, followed by digital wallets (such as PayPay) and bank transfers. Mobile payments, meanwhile, are also gaining traction in the market.

Growth potential and advantages for Hong Kong businesses in Japan’s eCommerce market

Small and medium-sized enterprises (SMEs) in Hong Kong hold strong advantages in product and service quality, giving them solid potential for growth in the Japanese eCommerce market. Yet, competition among eCommerce platforms in Japan is intense. To stand out, Hong Kong businesses should prioritise user experience and payment convenience – two critical factors in driving repeat purchases and cultivating customer loyalty among Japanese consumers.

Introduction to Japan’s top 5 eCommerce platforms

• Amazon Japan: Founded in 2000, Amazon Japan is one of the largest eCommerce platforms in the country. It offers a vast selection of products, fast logistics, and a wide range of electronic payment options. The platform’s exclusive benefits for its Prime members have successfully attracted a large and loyal customer base. Hong Kong businesses can simply open a store by submitting company documentation, such as business registration certificate, bank account information, and identity proof, through the Amazon Seller Central. After verification, you can start selling on the platform.

• Rakuten Ichiba (Rakuten Marketplace): Rakuten Ichiba is a pioneering eCommerce platform in the country, with a longstanding presence of nearly 30 years. The platform boasts a massive user base and a unique loyalty program – Rakuten Points. It offers a wide range of product categories, from daily household goods and fashion apparel to electronics.  Rakuten Ichiba also offers an extensive range of additional services such as travel, banking, securities, and insurance. In addition, the platform equips merchants with a comprehensive suite of tools and support, such as access to professional eCommerce consultants, marketing resources, and data analytics.

• Yahoo! Shopping: Yahoo! Shopping is a leading online retail platform in Japan, operated under Yahoo Japan. The marketplace supports both business-to-consumer (B2C) and consumer-to-consumer (C2C) models, and features a simple registration process with support for multiple languages. Yahoo! Shopping offers merchants access to a large customer base and rolls out regular promotional campaigns, making it an attractive option for Hong Kong businesses seeking to enter the Japanese market. In addition, the platform’s strong brand recognition further helps boost sales opportunities for merchants.

• ZOZOTOWN: ZOZOTOWN is one of Japan’s largest online stores for popular brands, offering a wide range of fashion apparel, accessories, and lifestyle products. Yet, the platform only supports domestic shipping within Japan. Therefore, overseas buyers must use designated proxy shopping services to purchase items from the platform.

• Mercari: Mercari is a popular platform for trading second-hand goods in Japan. Established in 2013, the marketplace operates under a C2C model and is known for its simple transaction process and user-friendly interface. These advantages have attracted entrepreneurs and sellers offering diverse products and pre-owned items to establish their presence on the marketplace. But currently, Mercari mainly serves the local Japanese market and provides limited support for overseas sellers.

Comparing Japan’s top 5 eCommerce platforms: payment methods, setup fees, and best-fit merchants

To make informed decisions when choosing a Japanese eCommerce platform for your business, read the table below that compares the payment methods, setup costs, and the types of merchants each marketplace best suits:

Common payment methods on Japanese eCommerce platforms

Credit cards

Credit cards remain the dominant payment method in Japanese eCommerce, with Visa and Mastercard seeing the highest usage. Consumers can easily complete purchases by entering their card details online. Many merchants also provide extra rewards and loyalty points to further encourage credit card transactions.

Digital wallets

Digital wallets are becoming increasingly popular in Japan. For instance, PayPay users can make payments by simply scanning a QR code or using contactless mobile technology. This fast and secure payment method offers consumers a convenient checkout experience.

Bank transfers

Traditional bank transfers are still a common payment method among Japanese consumers. When designing checkout flows, businesses should consider offering bank transfer options to cater to different customer preferences. Including bank transfers can help attract and increase satisfaction among consumers who prefer traditional payment methods, ultimately expanding your potential customer base.

Key considerations for Hong Kong businesses when choosing a cross-border payment platform

Diversity in supported payment methods

Flexibility and diversity in supported payment methods are key factors for businesses to consider. A platform that offers a variety of payment options, such as credit cards, digital wallets, and bank transfers, can help businesses cater to wider customer preferences. As a platform offering comprehensive payment solutions, Airwallex facilitates seamless connections between Hong Kong businesses and Japanese eCommerce platforms, supporting over 160 payment methods. With Airwallex, businesses can receive funds from more than 180 countries worldwide and simplify their payment procedures.

Global coverage and speed for cross-border remittance

The speed and convenience of cross-border remittances are also important considerations for maintaining strong business relationships. Airwallex’s cross-border transfer network spans over 200 countries, helping businesses transfer funds quickly to overseas partners or suppliers while minimising the risk of payment delays. With its user-friendly interface, the platform simplifies the remittance process and allows businesses to manage international transactions more efficiently.

Competitive exchange rates and low fees

Companies should also carefully compare the foreign exchange fees and potential handling fees of different platforms. Airwallex's online payment collection charges are as low as 3.3% + HK$2.35; transfers to 120+ international destinations use local networks, eliminating remittance fees, effectively lowering the cost of cross-border payments and collections.

Security

Businesses should ensure that their payment platform uses advanced encryption technologies and robust anti-fraud measures to safeguard transactions and sensitive information. Airwallex delivers multi-factor authentication and real-time transaction monitoring, effectively lowering fraud risk. These security features not only protect company funds but also help build greater customer trust.

The table below highlights the key strengths, fees, and currency conversion charges of Airwallex, PayPal, and Stripe:

Challenges for Hong Kong businesses expanding into Japan’s eCommerce market

Hong Kong businesses often face various challenges when entering Japan’s cross-border eCommerce market. Language barrier is one of the primary hurdles. It often leads to communication gaps between consumers and suppliers, reducing operational efficiency. Limited understanding of Japan’s law and regulations may also increase compliance risks. In addition, high logistics and delivery costs can erode profit margins, while intense market competition demands substantial investment in marketing. Choosing a suitable cross-border payment platform can help businesses offset some of these setbacks by lowering operational costs.

How Airwallex helps Hong Kong businesses streamline payment processes

Diverse payment methods

Airwallex delivers an all-in-one solution for financial and payment needs, offering over 160 popular payment methods, including Visa and Mastercard, Apple Pay and Google Pay, PayPay, and Buy Now, Pay Later (BNPL) options. The platform also supports businesses in collecting payments from over 180 countries in more than 130 currencies. This can help Hong Kong businesses deliver a seamless payment experience for their Japanese eCommerce customers and boost conversion rates.

Low-cost cross-border transfers

eCommerce businesses can use Airwallex for low-cost international transfers when paying suppliers and Japanese partners. Its service covers over 200 countries and 90+ currencies, and only charges a foreign exchange fee as low as 0.2%, helping Hong Kong businesses save up to 80% on foreign exchange expenses.

Frequently asked questions

1. What are the key considerations for Hong Kong businesses when choosing a cross-border payment platform?

Businesses should consider factors such as fees, supported payment methods, exchange rates, and settlement speed. Airwallex covers extensive local payment networks in multiple countries and charges low fees. It helps Hong Kong businesses handle cross-border payments quickly and securely, making it especially suitable for those expanding into the Japanese eCommerce market.

2. What are the common payment methods for Japanese eCommerce? What options are most suitable for Hong Kong companies?

Mainstream payment methods in Japanese eCommerce include credit cards, digital wallets, and bank transfers. Airwallex supports over 160 payment methods, helping businesses accept payments from more than 180 countries in 130 currencies. With its like-for-like settlement service, merchants can receive payments in the same currency used by customers, reducing unnecessary foreign exchange costs.

3. How to reduce FX costs in cross-border transfers?

Hong Kong businesses can choose cross-border payment platforms that offer fast transfer, low fees, and broad coverage across multiple countries and currencies. Airwallex’s cross-border transfer service covers over 200 countries and supports more than 90 currencies, with FX fees as low as 0.2% above the interbank rate. With Airwallex, businesses can enjoy fast transfers – 68% of transactions settle instantly, while 95% are completed within a few hours or on the same day. This helps businesses save both time and foreign exchange costs.

Sources:

Information was obtained from the following sources as of October 2025. This information is provided for reference only. For the most up-to-date details, please visit the respective official websites.

1. https://www.rakuten.co.jp/ec/

2. https://global-seller.marketplace.rakuten.cn/shopopen/

3. https://zozo.jp/welcome/

4. https://www.mercari.com/us/how-to-sell/

5. https://business-ec.yahoo.co.jp/shopping/cost/

6. https://www.amazon.co.jp/-/en/gp/help/customer/display.html?nodeId=G4ST3CMRP9PA32MV

7. https://www.paypal.com/hk/business/paypal-business-fees#statement-13

8. https://stripe.com/zh-hk/pricing/local-payment-methods

9. https://docs.stripe.com/payments/currencies/localize-prices#exchange-rate

Disclaimer: This article was prepared in October 2025 based on voluntary online research and publicly available information. We have not personally tested every tool or provider mentioned. This article is for educational purposes only, and readers should independently evaluate each service provider based on their specific business requirements. Content is updated every six months. To request an update, please contact us at [email protected].