Entering Japan: Qoo10 first, or Rakuten and Amazon? Considering channel order
This is a question that often comes up among teams preparing to expand online into Japan. Each channel has a different customer base and operating model, so rather than looking for one right answer, it’s important to find an order that suits your product and team’s situation.
Channel characteristics (general perceptions)
- Qoo10
- Strengths
- Customers interested in K-beauty, major events such as Mega Wari
- Points to consider
- Dependence on promotions, price competition
- Rakuten
- Strengths
- Points culture, loyal customers
- Points to consider
- Requires store management capabilities
- Amazon Japan
- Strengths
- Search-driven purchases, logistics (FBA)
- Points to consider
- Takes time to build up reviews
| Channel | Strengths | Points to consider |
|---|---|---|
| Qoo10 | Customers interested in K-beauty, major events such as Mega Wari | Dependence on promotions, price competition |
| Rakuten | Points culture, loyal customers | Requires store management capabilities |
| Amazon Japan | Search-driven purchases, logistics (FBA) | Takes time to build up reviews |
Poll
Our brand’s first channel in Japan
Sign in to vote
0
It’s easier to decide if you frame it not as choosing one right answer, but as which demand you want to validate first in Japan. If you want to test reactions to new K-beauty products and promotions, and have the capacity to manage inventory and advertising around events such as Mega Wari, Qoo10 Japan is worth considering first. However, you should also plan pricing outside of events and the repeat-purchase journey so that you don’t become overly dependent on discounts.
Rakuten is a better fit for a team that can consistently manage Japanese product detail pages, reviews, and point promotions. Amazon is an option if there is already search demand or you want to standardize product information and operate efficiently. In any case, simply joining a channel doesn’t guarantee visibility, so check import and labeling requirements and local customer inquiry support before choosing a channel.
My recommendation is to test a small number of SKUs on one channel for around 8–12 weeks, then expand based on traffic, conversion, ad spend, and repeat-purchase signals. Whether you already have a fan base or search volume in Japan, and whether your team can handle Japanese-language customer service and promotions directly, can significantly change the order.