Amazon, Rakuten, Qoo10 or TikTok Shop? Japan EC for International Brands
Japan's major marketplaces generate sales through different paths: search, operated storefronts, promotions and short-form content.
- Compare advertising, logistics and production as well as platform fees
- Each platform has a different sales path
- Validate one or two channels before expanding
The four platforms create demand differently
Amazon emphasizes search and fulfillment, Rakuten store operations, Qoo10 promotions, and TikTok Shop video, LIVE and creator commerce.
Match the channel to the brand's operating assets.
Choose the first channel by product and operating assets
Search demand, store-operation capacity, promotion capability and short-form production point to different channels.
Start with core SKUs and one or two channels, then expand.
Amazon can suit existing search demand
Amazon Japan's Professional plan is ¥4,900 per month before tax; official guidance says many category referral fees are 5% to 15.4%.
Add FBA fulfillment and storage costs where used.
Treat Rakuten as an operated storefront
As of September 2026, official monthly plan fees are ¥25,000, ¥65,000 and ¥130,000 before tax, plus a ¥60,000 initial registration fee and other charges.
Include store operations, promotions, points, ads and CRM in the workload.
Qoo10 lowers fixed entry costs but needs promotion planning
Qoo10 states that listing, monthly and product-registration fees are free, with fees charged when sales occur.
Model discounts, ads and inventory together.
TikTok Shop connects content and commerce
The August 31, 2026 Japan fee table lists 10% for beauty and personal care and 12% for women's and men's fashion/innerwear, among other category rates.
Connect content with inventory, shipping, returns and Japanese support.