Guide to wholesale sourcing from Japan: wholesale platforms and payment solutions

Whether it’s food, daily necessities, cosmetics, or electronics, Japanese products have always been popular worldwide, and “Made in Japan” is widely regarded as a hallmark of quality and reliability. Sourcing high-quality products is the first step to business success.

This guide offers a thorough analysis of the Japanese wholesale market, including the categories and platform types. We will also take a deep dive into the strategies for choosing the right wholesale platform, and the payment challenges you might face when sourcing cross-border, helping you to streamline and speed up your decision-making process for procurement.

Why choose wholesalers from Japan?

Japanese products are globally renowned for their high quality and innovative design, especially in electronics, cosmetics, and food. According to Deloitte’s report in April 2025, Japanese exports grew by 8.6% year-on-year, showing an increasing global demand for Japanese foods and highlighting the advantages and potential business opportunities in this market.

Types and features of Japanese wholesale platforms

Companies can choose among three types of wholesale platforms in Japan, depending on their business needs and preferred procurement models. 

1. Integrated online wholesale platforms

Integrated online wholesale platforms are a mainstream choice for international procurement, especially for buyers of small and medium-sized businesses. These platforms aggregate products from various suppliers and offer a wide selection of products. Purchasing processes with these platforms are usually smooth and convenient, making them suitable for buyers who are new to Japan’s wholesale market and looking for a low-risk, accessible entry point.

Popular business-to-business (B2B) wholesale platforms include Super Delivery and NETSEA:

• Super Delivery: Targets small and medium-sized retailers, covering fashion, home goods, stationery, and food sectors. The platform supports multiple languages (including English and Traditional Chinese), making it user-friendly for international buyers. It also offers international shipping options, delivering directly overseas. The platform is particularly suitable for small retailers and startups looking for a versatile sourcing solution as it offers flexible minimum order quantities (MOQs).

• NETSEA: As one of Japan’s largest B2B wholesale platforms, NETSEA features over 700,000 products, spanning electronics, daily necessities, food, and more. Since most suppliers are Japanese local manufacturers, it is important to note that some only accept domestic transactions, while some may only trade with third-party purchasing agents.

2. Official brand wholesale channels

Through official brand wholesale channels, businesses can directly cooperate with Japanese brands. This procurement model is usually more suitable for larger buyers or retailers who wish to focus on specific brands.

Working directly with official brands ensures product authenticity, eliminates counterfeit risks, and provides a relatively stable supply chain compared to other sourcing channels. Long-term wholesale partners often enjoy lower prices and exclusive deals. Some brands even offer priority access to new products, giving retailers a competitive edge.

3. Trade shows and physical wholesale markets

Trade shows (such as Tokyo International Gift Show and Foodex Japan) and physical wholesale markets (like Tokyo Wholesale Centre and Osaka Municipal Wholesale Market) are ideal for buyers seeking direct supplier contact and partnership negotiations, especially high-end retailers who need to verify product quality and buyers looking to forge long-term relationships. Face-to-face interaction helps build trust quickly.

Compared to trade shows, wholesale markets typically offer more flexible pricing, making them suitable for buyers seeking special deals or small-batch purchases. For example, the 13-storey Tokyo Wholesale Center encompasses a diverse range of apparel and home goods with on-the-spot ordering, making it ideal for buyers of small and medium-sized enterprises.

How to choose the right Japanese wholesale platform?

When choosing a Japanese wholesale platform, you should consider the following crucial factors:

1. Product range and market positioning

You should choose a platform that offers product categories aligned with your business needs.

For instance, if you are seeking a wide variety of products, such as sourcing fashion items, home goods, and food at the same time, it is better to choose integrated platforms like Super Delivery or NETSEA. If you specialise in a specific category, you can choose a platform or channel dedicated to that segment. For example, high-end food retailers might attend Foodex Japan to negotiate directly with suppliers for quality assurance.

If you are targeting well-known brands, it is recommended to collaborate with the brands directly through their official channels for competitive pricing and stable supply.

2. Trade convenience

Choosing a platform with straightforward processes and dedicated support for international buyers can simplify operations.

• Multi-language interface: Some platforms provide multilingual user interfaces, which are ideal for non-Japanese speakers. For instance, Super Delivery offers English and Traditional Chinese interfaces. Meanwhile, NETSEA is mainly in Japanese. International buyers may need to rely on translation tools or purchasing agents.

• Direct international shipping: Platforms like Super Delivery offer direct international shipping, eliminating the need for third-party mail redirection services. If you choose a platform that is more localised, you may need to seek help from third-party logistics providers like Tenso or Buyee. Prioritising platforms with built-in international shipping can reduce logistics complexity.

• Flexible payment methods: Platforms that support international payment methods, such as credit cards and PayPal, can help avoid complicated telegraphic transfer processes. For example, Rakuten Wholesale accepts credit cards and PayPal, while payments to some official brand channels may have to be conducted through telegraphic transfers.

3. Pricing structure and minimum order quantities (MOQ)

Small retailers can look for platforms with low MOQs. For instance, Super Delivery and Rakuten Wholesale allow small-batch orders, which are ideal for small businesses and product testing. Remember to watch for hidden fees such as membership fees or logistic charges. 

Those looking for larger-scale procurement can consider directly working with brands through official channels for stable supply and bulk discounts.

4. Supplier reputation

Choosing a reputable supplier is key to minimising transaction risk. Larger-scale and established platforms are often safe and official brand channels can guarantee product quality. Some platforms like NETSEA offer supplier rating systems so that buyers can check reviews to assess the credibility of suppliers. Industry reputation and user feedback, such as participation in major trade shows, are good indicators.

5. Service support and after-sales protection

Reliable customer service and after-sales support can help mitigate potential trading risks. Check if your desired platform provides logistics integration and dedicated customer services with clear return or exchange policies.

Payment challenges and solutions when sourcing from Japanese wholesalers

International payments are often the most challenging part of cross-border procurement from Japan. As different currencies, banks, and payment systems are involved, buyers usually encounter various difficulties:

1. High costs and slow speed 

Telegraphic transfers are commonly used by international buyers. Yet, each transaction can incur multiple fees from sending, intermediary, and receiving banks. The cost often adds up to US$20–50 per transfer. This can erode profits over time. In addition, telegraphic transfers typically take two to five business days to complete, which isn’t ideal for time-sensitive deals.

2. Exchange rate fluctuations

Currency conversion is unavoidable in cross-border procurement, but banks and payment platforms often add a markup to the exchange rate. Additionally, fluctuations in exchange rates can impact your costs. For large transactions, even minor changes in the exchange rate can significantly affect the value of your business deals.

3. Security and transparency concerns

Security and transparency are often the top priorities for cross-border payments as they involve the transmission of sensitive financial and personal data. A well-developed security system can avoid risks such as payment fraud. It is also important to choose a platform with a high level of transparency, as unclear payment processes can leave buyers feeling anxious. Lack of detailed payment records can also add extra complexity if transaction disputes arise.

Source from Japan cost-effectively and efficiently with Airwallex

Regardless of your business size, platform choice, and order volume, Airwallex helps you eliminate unnecessary costs and speed up the process when you source from Japan.

Airwallex supports payouts to more than 120 countries using local rails. This helps you ‌avoid unnecessary cross-border transfer fees. Around 95% of transactions can be completed within the same day – or even a few hours. The financial platform offers transparent fee structures with no hidden charges, significantly reducing your costs.

Airwallex also offers interbank exchange rates for 60+ currencies. Users can also lock in exchange rates for up to 90 days in advance to minimise the risk of market fluctuations.

In addition, Airwallex prioritises payment security and meets the highest international security standards, including PCI DSS, SOC1, and SOC2 compliance, to protect sensitive data. The platform also leverages advanced fraud detection to identify suspicious activity. To get a clearer picture of your transactions, you can set up instant notifications to monitor payment status and transaction details in real-time.

Open a Business Account now to start sourcing from Japan at a lower cost and faster speed!