Japan B2B eCommerce

Japan’s Business-to-Business (B2B) wholesale marketplace landscape is expanding into higher-quality consumer goods, creating new channels for U.S. exporters to reach Japanese buyers without the complexity of traditional market entry. As higher-quality consumer goods increasingly move onto online wholesale platforms, U.S. companies can explore the Japanese market without relying solely on traditional, relationship-based sales channels or making large upfront investments in local inventory, staffing, or distribution.

According to the Japanese Ministry of Economy, Trade and Industry’s (METI) Fiscal Year 2024 E-Commerce Market Survey, B2B e-commerce in Japan’s retail sector reached $27.1 billion in 2024, a 23.4 percent increase over the two-year period from 2022 to 2024. Historically, premium brands in Japan relied on in-person, relationship-based sales channels, and online wholesale marketplaces were dominated by inexpensive household goods and bulk imports. Labor shortages, operational pressures, and the decline of in-person meetings during and after the pandemic have pushed higher-quality goods suppliers to adopt online ordering.

Commercial Service Japan (CS Japan) has identified two distinct platforms — an importer-operated wholesale site and a third-party logistics-based marketplace — each offering a different entry model suited to different stages of export readiness (the importer-operated model may suit U.S. companies with established product lines seeking a defined retail channel, while the logistics-based marketplace may be a better fit for those looking to test demand before committing to larger export volumes).

1. Importer-Operated B2B Wholesale Website:
   The first platform is an importer-operated B2B wholesale website run by a Japanese company with more than 30 years of experience importing U.S. fashion products. The site is limited to the importer’s verified retail clients, which include leading fashion specialty stores and retail chains in Japan, and primarily features U.S. apparel, fashion accessories, and small gift items. Participation is subject to the importer’s review and approval: the company evaluates each U.S. company’s product line, and only products meeting its criteria are listed. Approved U.S. companies provide wholesale pricing to the importer, which sets wholesale and retail prices for the Japanese market factoring in shipping, customs duties, and margins. U.S. companies ship to the importer’s designated warehouse in the Los Angeles area only when orders are received, eliminating the need to ship directly to Japan or hold inventory there in advance. Payment is made in full prior to shipment via Automated Clearing House (ACH).

   The importer is currently seeking high-quality, made-in-USA apparel and fashion accessories — with a preference for vintage American casual styles of the 1950s and 1960s — as well as small gift items that Japanese retailers can customize with their own branding. The company operates a showroom in Tokyo and can display product samples from U.S. companies upon request.

2. Third-Party Logistics-Based B2B Marketplace:
   The second platform is a consignment-style B2B marketplace launched in May 2025 by a Japanese logistics service provider. The platform features higher-quality imported consumer goods, including cosmetics, food and beverages, apparel, fashion accessories, and other lifestyle products, and is open to U.S. companies of all sizes. Services include customs clearance, regulatory compliance checks, product storage, domestic delivery, localization of product information into Japanese, marketing support, and Japanese-language customer service. The provider also maintains active seller accounts on four major Japanese online marketplaces, enabling U.S. companies to reach Japanese consumers directly if desired.

   Unlike traditional wholesale arrangements, the service provider does not purchase inventory; U.S. companies retain product ownership and realize revenue as orders are placed, making this model well suited for testing Japanese consumer demand before scaling export volumes. Fees vary by service level, with packages available for both small and large firms.

U.S. exporters should be aware that selling through Japanese online marketplaces typically involves Japanese-language listing requirements, platform-specific registration processes, and compliance with Japanese labeling and safety regulations. CS Japan has vetted both platforms, provides counseling on these requirements, and plans to hold a webinar on Japanese B2B online wholesale marketplaces for U.S. consumer goods companies later this year. For more information or to request an introduction to either platform, please contact Commercial Service Japan at office.tokyo@trade.gov.