Dropshipping in Japan: localisation strategies for e-commerce success

The global dropshipping market was valued at over $365 billion in 2024, proving this is an increasingly popular entry point for cross cultural e-commerce. Dropshipping in Japan undoubtedly offers a high-growth, promising opportunity, the market was valued  at $19.6 billion in 2024, with forecasts pointing toward $122.1 billion by 2033. Its low start-up costs, overheads and flexible nature make it one of the easiest ways of selling into new markets. But bear in mind that each market has its own specificities, so when it comes to dropshipping in Japan, just like traditional e-commerce set ups, localisation is crucial for success.

What is dropshipping?

Dropshipping is an e-commerce model where a seller holds no physical inventory. They work with a third party, who ships the products directly to the customer. It's a popular model for cross-border e-commerce as the seller can focus on selling and not worry about inventory.

Dropshipping in Japan: promising market potential

As a consumer marketplace, Japan has incredible potential for dropshippers. It has a high GDP per capita and ranks 8th in the world for online shopping and 11th for logistics. There’s an opportunity for sellers sourcing products that are currently unavailable in Japan and, as you might expect, “kawaii” products are often a hit. But the Japanese dropshipping market is not without its challenges, especially for those who lack the language skills and cultural awareness to truly capture an audience. 

When choosing the best products to dropship in Japan, here are some points to keep in mind:

• First impressions - is it going to draw people in?
• Demand - is there a need or desire for the product?
• Competitors - if it’s already available, why is your version better?
• Packaging - in Japan, shelf appeal matters, even online.
• Supply - how easy is it to ship to Japan? What costs are involved?
• Potential profit margin
• Scalability - will you be able to build a long-term partnership?

Japanese consumers value high-quality products and services, any dropshipping service will need to compete with a robust local e-commerce market. Trust and reliability are also fundamental, so choosing the right suppliers is essential. You need to find a service with quality products and efficient delivery at the right price. Your reputation depends on your supplier, so read reviews, order samples and take the time to get it right.

Japanese online shopping marketplaces

Ready-made e-commerce marketplaces simplify many of the steps involved. The best known marketplaces for dropshipping in Japan are Amazon Japan, Shopify and Rakuten, while for fashion items, Zozotown is popular. Weigh up the pros and cons of each before deciding where to host your online storefront. Rakuten is more product focussed, while Amazon and Shopify are more storefront focussed, the right partner will make it easier to achieve your goals.

How skilled localisation boosts dropshipping sales in Japan 

Once all the background work is done and your suppliers are in place, you’re ready to build your online presence. One thing many dropshippers underestimate is the importance of good translation or localisation. 

Here are 6 ways localisation can drive success

 1. Overcome language barriers

AI and machine translation are constantly improving and rapidly breaking down cross cultural barriers, yet true connection with a Japanese audience, who place great importance on trust, means avoiding mistranslations and awkward wording. Professional translation speaks to your target client in their voice and knows how to spark emotion. Having your website, product descriptions and sales materials translated effectively offers your potential customers a seamless, natural experience on a par with local e-commerce suppliers. 

2. Enhance your branding

E-commerce localisation services take reaching your audience beyond simply speaking their language. Your storefront should be set up in a way that appeals to Japanese online shoppers, this means considering naming conventions, use of colour (an important preoccupation in Japan), converting measurements and potentially including extra information. Investing in transcreation (a blend of copywriting and translation that’s ideal for taglines, ads etc.) to adapt your tone of voice and placing reviews prominently can drive positive decision making for Japanese consumers.

3. Make payment a breeze

If you’re using an online marketplace like Amazon, Rakuten or Shopify, then local payment systems may already be set-up. However if you’ve opted for your own website, in addition to credit/debit cards some clients may prefer to use Konbini cards. The Japanese generally appreciate quick, efficient, streamlined payment processing, so make this a focus to boost your sales.

4. Fine tune your Japanese SEO

International SEO is never just a matter of switching words in one language for the equivalent in another. All your product descriptions should be optimised for Japanese SEO. The same goes for social media ads (though a local influencer might be a better investment than ads) and websites. Yahoo! Japan holds a 10% share of the market, so should not be ignored.

5. Perfect your product descriptions in line with Japanese online shopping conventions

In addition to getting your Japanese SEO right, product descriptions in Japan often take a slightly different format to the West; your dropshipping in Japan project stands more chance of success if you get that right. Japanese online shopping focuses heavily on facts and figures, people want to know the exact dimensions and materials used, so a benefits based product description alone won’t cut it. The more detailed information you share the more trustworthy you are. 

6. Ensure your legal documents are in order

Translating your legal paperwork will make dropshipping in Japan a smoother, less stressful experience. Proper translation of your T&Cs and returns policies will reassure potential customers and help to keep the trust when things go wrong. Avoid shipping delays by ensuring all the customs information is correctly stated in Japanese in your shipments. Lastly, check you are following local dropshipping law and regulations and that your products comply with any specific labelling requirements.

Dropshipping in Japan offers a high-growth, promising opportunity and professional translation and localisation services will help entrepreneurs entering the Japanese market make it a success. Word connection is ISO certified offering you the trust and reliability the Japanese market expects. Our native-Japanese translation, localisation and content writing services will ensure your brand speaks to the local market and achieves its cross-border e-commerce goals.