How to Start a Shopify Store in Japan in 2025

If you’re thinking about launching an online store in Japan, Shopify is one of the best platforms to do it with.

Whether you’re based in Tokyo or shipping from another country, Shopify gives you the tools to set up a store fast — but doing it right in Japan takes more than just translating a site or importing a few products.

Here’s what you actually need to know if you want to start a Shopify store in Japan that gets traffic, earns trust, and makes money.

Why Start a Shopify Store in Japan?

Japan is one of the world’s most developed ecommerce markets — but also one of the most unique.

Here’s why it’s worth it:

• Japan’s ecommerce market is worth $194.4 billion USD
• Online shopping is part of everyday life for most people in Japan
• Shopify’s support for Japan has grown rapidly, including Shopify Payments and Japanese language features
• Big local marketplaces (Rakuten, Amazon Japan) dominate, but Shopify gives you more control and better margins

But here’s the catch: Japanese buyers expect clean design, fast delivery, and solid customer service.

So while the opportunity is there, it’s not plug-and-play.

Step 1: Set Up Your Shopify Store (The Right Way)

Choosing Your Shopify Plan

Shopify works the same in Japan as it does globally. You can pick from:

Shopify also offers a Starter Plan ($5/month) if you only want to sell through links and social media. But if you’re planning a full site, go with Basic or higher.

Language Settings

To serve Japanese customers, make sure your store is fully translated.

• Use Weglot or Langify to translate your entire store to Japanese
• You can also manually edit product titles, descriptions, and checkout language
• Shopify allows you to set up multi-language SEO using Hreflang tags

Important: Don’t rely on auto-translate tools only. Use a native speaker if possible, especially for product pages and policies.

Step 2: Pick What to Sell

You’re going wide, so you’re not locked into one product category. But it’s still worth looking at what sells well in Japan — and why certain products outperform others.

Some categories are consistently strong performers, while others depend heavily on presentation, cultural fit, and how well you manage customer expectations.

Popular Niches in Japan

What Works and Why

1. Skincare & Beauty Japan’s beauty market is huge — it’s one of the most advanced in the world. But it’s trust-based, not trend-based.

If you’re selling skincare or cosmetics:

• Focus on proof (before-after photos, user reviews, ingredient breakdowns)
• Japanese shoppers are ingredient-aware and care about quality over hype
• Be extremely clear on how to use the product — step-by-step visuals help a lot

Cultural insight: Packaging matters. Even if your formula is solid, you’ll lose sales if the product looks cluttered or cheap.

2. Fashion The Japanese fashion market blends minimalism, streetwear, and smart-casual styles. It’s not about big logos — it’s about clean fits and unique textures.

Tips:

• Use Japanese models or styled shoots that reflect local aesthetics
• Offer detailed sizing guides in cm, not inches
• Uniqlo-style product layouts convert better than flashy fashion shots

Japan is big on seasonal collections. Highlighting spring/summer vs autumn/winter isn’t just for fashion brands — even basic T-shirts and socks are marketed seasonally.

3. Fitness & Wellness There’s been a boom in fitness gear since the pandemic. Home gym setups, yoga mats, adjustable dumbbells, and healthy snacks are solid sellers.

But remember:

• Japan is a space-conscious country. Compact and foldable items are preferred.
• Clean, natural branding works better than bold, aggressive styles (think Muji, not GNC)

Supplement buyers are more cautious — they’ll check labels, expiry dates, and instructions carefully. Include this info visibly on the product page.

4. Home Goods The Japanese home is small, clean, and highly functional. This creates demand for products that organise, simplify, or beautify everyday life.

Winning angles:

• Multi-purpose items (e.g., a coffee mug that doubles as a steamer)
• Items that “create peace” — like scent diffusers or desk organisers
• Compact appliances (rice cookers, electric kettles, humidifiers)

Sustainability is a big plus. Wooden or eco-branded items get more attention than plastic or disposable ones.

5. Stationery & Toys “Kawaii” culture (cute, playful, soft design) is still huge, especially for younger demographics and parents.

For toys and stationery:

• Emphasise design, collectibility, and cuteness
• Japanese parents look for safety and educational value
• Think: pastel highlighters, animal-shaped pencil cases, or toys that promote creativity

You can also tap into anime/manga fandoms if your brand fits — but be careful with licensing.

Want to Sell Globally While Targeting Japan?

That works too.

If you’re fulfilling from outside Japan, you’re not locked out. But it’s key to:

• Be transparent with shipping times and customs duties
• Translate everything clearly (don’t use auto-translate for delivery info)
• Show prices in Japanese Yen (JPY) or enable a currency switcher
• Offer Japanese payment options (like PayPay or konbini)

Japanese shoppers won’t tolerate mystery. If they don’t know exactly when and how something’s arriving, they’ll drop off. Localisation isn’t optional here — it’s a dealbreaker.

Step 3: Set Up Payments for Japanese Customers

Getting paid is key — but Japan doesn’t operate the same way as Western countries.

You can’t just enable Stripe or PayPal and expect conversions. Japanese shoppers are used to having multiple payment choices, and trust is tied closely to how — and where — they pay.

In Japan, payment flexibility = trust.

What Works in Japan

Let’s break these down further so you know what to expect.

Shopify Payments

This is your base payment setup — and yes, it works in Japan.

• Accepts Visa, Mastercard, Amex, JCB, and Apple Pay
• Charges fees in line with Shopify’s global pricing
• Payouts go to your local or international bank account, depending on setup
• You’ll need to set your store currency to JPY and input your legal business info

Pro tip: If you’re a foreigner selling in Japan but don’t have a Japanese entity, Shopify still lets you use Payments in most cases. Just check eligibility first.

PayPay

PayPay is everywhere in Japan — taxis, restaurants, vending machines, and now ecommerce.

• Over 60 million users in Japan
• Customers link it to their bank account or credit card
• Especially popular among mobile-first shoppers and Gen Z

To enable PayPay on your Shopify store:

• Use a third-party payment gateway like SB Payment Service or GMO Epsilon
• Some apps allow PayPay integration through Shopify’s custom payment settings
• You may need a Japanese business registration to get fully verified, depending on the processor

This one’s worth the extra setup effort — conversion rates go up just by offering PayPay as a checkout option.

Konbini Payments (コンビニ決済)

This is uniquely Japanese — and essential.

Konbini = convenience stores. Shoppers can:

• Buy online
• Get a payment slip
• Walk to 7-Eleven, FamilyMart, or Lawson
• Pay cash at the counter

Why does this exist? Not everyone in Japan uses credit cards. And a lot of shoppers, especially older users, prefer cash payments for security.

To offer konbini payments:

• Use SB Payment Service or Komoju
• These integrate with Shopify as custom payment gateways
• You’ll need to display clear instructions in Japanese during checkout

Yes, it takes extra steps to set up. But it unlocks access to a huge portion of the population.

Rakuten Pay & PayPal

These aren’t mandatory, but they boost trust.

• Rakuten Pay taps into shoppers already using Rakuten’s marketplace — one of Japan’s biggest platforms
• It allows users to pay with Rakuten points, which is a massive loyalty driver in Japan
• PayPal is still seen as trustworthy and useful for both locals and expats

Both are enabled through Shopify’s third-party payment provider options and are pretty straightforward to configure.

How to Set It All Up

Here’s a simple path to get your payments working the right way:

1. Go to Settings > Payments in your Shopify dashboard
2. Enable Shopify Payments for card processing in JPY
3. Add PayPal and Shop Pay for ease
4. Use SB Payment Service, Komoju, or GMO Epsilon to enable:
   • PayPay
   • Konbini payments
   • Rakuten Pay (optional but helpful)
5. Use a Japanese-friendly translation app to make sure all checkout pages are crystal clear

Final Tips on Payments in Japan

• Always show prices in JPY — this adds instant credibility
• Include taxes and fees upfront; Japanese users expect transparent pricing
• Show trust badges for each payment option on the checkout page
• Make sure your checkout flow is mobile-optimised — over 70% of ecommerce traffic in Japan is mobile

Also, be aware: chargebacks are rare in Japan, but delays in payment processing (especially with konbini) can affect cash flow. Build that into your planning if you’re operating at scale.

Step 3: Set Up Payments for Japanese Customers

Getting paid is key — but Japan doesn’t operate the same way as Western countries.

You can’t just enable Stripe or PayPal and expect conversions. Japanese shoppers are used to having multiple payment choices, and trust is tied closely to how — and where — they pay.

In Japan, payment flexibility = trust.

What Works in Japan

Shopify Payments

• Accepts Visa, Mastercard, Amex, JCB, and Apple Pay
• Payouts in JPY to your business or personal account
• Store currency must be set to JPY

PayPay

• Over 60 million users
• Perfect for mobile-first customers
• Set up using a gateway like SB Payment Service

PayPay integration increases checkout conversion rates, especially for younger buyers.

Konbini Payments (コンビニ決済)

• Still heavily used by shoppers who prefer cash
• Available via Komoju, GMO Epsilon, or SB Payment
• Customers pay in person at a store after placing the order online

Important: Show crystal-clear instructions on how konbini works, in Japanese.

Rakuten Pay & PayPal

• Rakuten Pay gives you access to users with Rakuten accounts and points
• PayPal is trusted by both locals and expats

These are optional but help boost trust signals, especially on higher-ticket items.

How to Set It All Up

1. Go to Settings > Payments in your Shopify dashboard
2. Enable Shopify Payments for cards
3. Add PayPal for flexibility
4. Use apps like SB Payment, Komoju, or GMO Epsilon for:
   • PayPay
   • Konbini
   • Rakuten Pay
5. Translate the checkout process clearly using Weglot or Langify

Final Tips

• Show prices in JPY
• Include taxes and duties upfront
• Add trust badges for each method (especially PayPay and konbini)
• Test your mobile checkout — 70%+ of traffic in Japan is mobile

Step 4: Logistics and Shipping in Japan

Fast, predictable delivery is expected in Japan.

If your store can’t offer this, you’ll lose trust quickly. Japanese shoppers are used to precision. If you say two days, it better be two days.

Best Fulfilment Options

If you’re outside Japan:

• Use FedEx or DHL Express for international orders
• Be upfront with delivery times and customs details
• Consider storing inventory in Japan via 3PL providers for better customer experience

Tips for Handling Returns and Customer Service

• Japan has low return rates, but when it happens, speed and politeness matter
• Include a return slip and clear instructions in Japanese
• Offer customer service through LINE, email, or even phone if you want to stand out

Step 5: Legal and Compliance Basics

Even if you’re running a small operation, Japan expects transparency.

What You Must Include

1. Business Info: Full name, physical address, phone number, business hours
2. Tokushoho (特定商取引法に基づく表記): A legally required disclosure page under Japan’s Specified Commercial Transactions Act
3. Clear Returns Policy: In Japanese, with timelines and fees (if any)
4. Shipping Timeframes: Be specific — “Ships within 2 business days” is standard

Product-Specific Requirements

You don’t need a full Japanese business license to get started — but if you’re scaling, it’s smart to set up a Yugen Kaisha (LLC equivalent) or work with a local partner.

Step 6: Japanese SEO and Marketing

Just launching the store won’t bring traffic. You need search visibility — and in Japan, that means native content, local signals, and avoiding Western-style “hard sell” tactics.

Search Engines That Matter

• Google Japan: Still #1, but you’ll be competing against heavy localisation
• Yahoo! Japan: Especially strong with users aged 40+

To show up:

• Use native Japanese keywords, not just translated English
• Optimise for long-tail searches (e.g. “天然素材のコーヒーフィルター”)
• Set up hreflang tags to avoid content confusion between Japanese/English pages

What Japanese SEO Likes

• Clear navigation
• Lightweight design
• Detailed product descriptions
• FAQ pages in Japanese
• Structured data and schema

Make sure your site is fully mobile-optimised, as over 70% of Japanese shoppers browse on their phones.

Step 7: Build Trust and Boost Conversion Rates

In Japan, trust is everything. People don’t buy from unknown stores without solid proof that you’re legitimate.

What Helps Conversion

• Display real reviews, ideally from Japanese customers
• Offer free returns or exchanges if possible
• Use SSL certificates, trust badges, and payment icons
• Show company info and business hours clearly

Add These to Build Confidence

• Detailed sizing charts with measurements in cm
• Shipping info on every product page
• Contact form with a message like: “We reply within 24 hours”
• Translation that feels native, not robotic

Japanese customers aren’t impulsive — they prefer safe decisions. Help them feel confident, and your conversion rate will climb.

Step 8: Marketing Your Store in Japan

Now that everything’s set up, it’s time to drive traffic. Japan is a mobile-first, trust-heavy market — so your approach needs to reflect that.

Best Channels to Use

Tactics That Work

• Run LINE Ads and collect subscribers early
• Offer limited-time bundles and gifts with purchase
• Partner with micro-influencers who can create content in Japanese
• Promote via email marketing in Japanese (Mailchimp + Weglot can help)

Don’t skip on seasonal campaigns — think New Year, Golden Week, Obon, and Christmas.

FAQs

Can I run a Shopify store in Japan without speaking Japanese?
Yes, but you’ll need a translator or an app like Weglot for critical pages. Native content always wins.

What’s the best payment method for Japanese buyers?
PayPay and konbini payments. Credit cards are used, but not by everyone.

Can I dropship to Japan from outside the country?
You can, but be honest about delivery times and make sure your returns policy is easy to find.

Do I need a Japanese business license to sell there?
Not at the start, but if you’re going to scale, it’s smart to set up a local entity or work with a Japanese partner.

Final Thoughts

Starting a Shopify store in Japan is one of those plays that feels hard upfront, but once you localise properly and earn trust, it opens up long-term growth from a loyal, high-spending audience.

No shortcuts. No copy-paste sites.

Do it right, and it works.

Want help scaling this the right way?