Current Status of Cross-Border E-Commerce Activation in Japan's E-Commerce Market and Implications for Overseas Manufacturers

あゆみ佐藤
2 days ago
3 min read

Japan’s e-commerce market continues to expand not only in domestic transactions but also in cross-border e-commerce, where overseas consumers purchase Japanese products online. According to the Ministry of Economy, Trade and Industry (METI) “FY2024 E-Commerce Market Survey,” the value of purchases made by overseas consumers through cross-border e-commerce reached:

Purchases from China: 2.6372 trillion JPY (+8.5% year-on-year)
Purchases from the United States: 3.1397 trillion JPY (+6.0% year-on-year)

The combined total amounts to approximately 5.7769 trillion JPY, illustrating stable and growing international demand for Japanese products.

1. Market Size and Growth Overview

Cross-border e-commerce directed toward Japan continues to expand, driven primarily by China and the United States. The high level of trust in Japanese quality, safety standards, and manufacturing practices has contributed significantly to sustained purchasing behavior among overseas consumers.

2. Key Factors Driving Cross-Border E-Commerce Growth

2.1 Linkage with Inbound Travel Behavior

Many international visitors who experience Japanese products while traveling later make repeat purchases online after returning home.

2.2 Improved Payment and Logistics Infrastructure

Support for major global payment systems and expanded international shipping networks have made ordering and receiving Japanese products more seamless.

2.3 Growth in Sales Channels

Cross-border e-commerce platforms originating in Japan, as well as global marketplace frameworks (including Amazon Global and Rakuten Global), have diversified access points for overseas consumers.

2.4 Strength of the “Made in Japan” Brand

Japanese products continue to be associated with reliability, quality, and long-term safety, particularly in categories such as cosmetics, health supplements, consumer electronics, and apparel.

2.5 Advancement in Digital Marketing Methods

Social media promotions, influencer marketing, product reviews, and livestreamed product demonstrations are increasingly influencing consumer purchase decisions.

3. Product Categories Showing Strong Cross-Border Demand

While category-specific market values are not individually disclosed in the public report, cross-border demand is particularly notable in:

Cosmetics and beauty products
Health supplements and nutritional products
Consumer electronics and home appliances
Fashion and apparel
Processed foods and alcoholic beverages

These categories tend to benefit from clear product specifications, brand recognition, and perceived quality assurance.

4. Key Challenges in Cross-Border E-Commerce

Complexities in customs clearance and regulatory compliance
Multilingual customer service and return/refund handling
Payment risk management and fraud prevention
Logistics cost optimization and delivery lead time reduction

Strategic partnership with logistics providers, marketplaces, or local agencies can mitigate these operational burdens.

5. Strategic Recommendations for Overseas Manufacturers

Strategic Area	Recommended Actions
Multi-Channel Sales	Combine a branded cross-border website with major global platforms to widen customer reach
Localization of Product Information	Provide multilingual product descriptions and clear ingredient and warranty information
Digital Marketing	Utilize social media campaigns, influencer collaborations, and livestream content
Logistics and Warehousing	Work with international couriers and 3PL partners to improve delivery speed and cost efficiency
Customer Data Utilization	Use purchase and behavioral data to drive repeat engagement and retention strategies

6. Future Outlook

Cross-border e-commerce directed toward Japan is expected to diversify further as demand increases from emerging markets in Southeast Asia and beyond. New technologies such as digital authentication for product traceability, AI-driven purchasing predictions, and AR-based product trial experiences are likely to enhance the cross-border shopping experience.

The combination of Japanese product trustworthiness and digital commerce innovation represents a significant growth opportunity. For overseas manufacturers, aligning with Japan’s evolving consumer expectations and leveraging both digital and logistics advancements will be key to capturing sustained value in the cross-border e-commerce space.