You can pick your friends and you can pick your nose, but you can't pick your friend's nose. Especially if your 'friend' is a web-based sales platform run by a multi-national conglomerate.
Selling online in Japan is like picking a roommate. You’ve got Amazon Japan, who’s ultra-efficient but demands rent the second the clock hits midnight, and Rakuten, who throws house parties with flashing banners and rewards points but expects you to chip in for everything. Also, they both don't do the dishes and constantly smell like they play Yu-Gi-Oh.
Which platform is better for your e-commerce business? That's what we're going over in this post.
1. Fees: Who’s Charging You Just for Being Around?
Once again, the hand of destiny reaches into your pocket and extracts some fees.
Both platforms will take their cut, but they go about it in different ways. They also use completely different wording for the exact same kind of fees, which is really nice of them!
Amazon Japan:
-Referral Fee: 8-15% per sale, depending on product category.
-Monthly Fee: ¥4,900 JPY.
-FBA (Fulfillment by Amazon) Fees: If you use FBA, expect storage and shipping charges
Rakuten:
-Monthly Store Fee: ¥19,500–¥100,000 JPY, depending on your plan.
-Commission Fee: 2-7%.
-Payment Processing Fee: 4%.
So which is better? If you hate upfront costs, Amazon Japan is cheaper. If you prefer paying a high cover charge for less commission fees, Rakuten is the way to go.
2. Customers: Who Are You Dealing With?
Amazon buyers want it fast enough to leave skidmarks on their doorstep. Rakuten buyers want it perfect enough to be their soulmate.
Amazon Japan: Attracts impulse buyers who love fast, no-hassle shopping. Many are Amazon Prime members who expect next-day shipping and will rage if their order is late.
Rakuten: Appeals to patient, brand-loyal shoppers who love reward points, comparing prices, and overanalyzing reviews. IN GENERAL, these people would rather find the best deal than get their item tomorrow.
So which is better? If you're selling trendy, must-have products... then you'll probably want to go with Amazon Japan. If your looking to build a brand with repeat customers, or doing anything 'artisan'... Rakuten is probably the way to go.
3. Branding: Can You Stand Out or Are You Just Another Listing?
Do you enjoy assaulting potential customers with flashing banners and obnoxiously wordy text? Congratulations, Rakuten is for you! What do you think about standardized gray pages and poisonous reviews? If you like that, you'll LOVE Amazon Japan!
Amazon Japan: Your branding options are limited unless you’re a major brand with an Amazon Storefront. Most sellers just get a basic product listing.
Rakuten: Gives you a fully customizable storefront, where you can show off your brand however you want. If you want neon colors, pop-ups, and a theme song playing in the background, Rakuten won’t stop you.
Who wins? If you want an easy, no-frills selling experience, go with Amazon Japan. If you want full branding control, Rakuten is the better choice.
4. Logistics: Who Actually Helps You Ship?
Outsourcing fulfillment: Because you deserve sleep.
Amazon Japan: Offers FBA (Fulfillment by Amazon), where Amazon handles storage, packing, and shipping. This makes your products Prime-eligible and boosts your ranking.
Rakuten: Has Rakuten Super Logistics, but most sellers handle their own shipping or use a third-party fulfillment center (like Mix-Mix Mail, cough cough).
Who wins? If you want zero shipping headaches, Amazon FBA is king. If you prefer more control over your logistics, Rakuten gives you that freedom (and responsibility).
Final Verdict: Which One Should You Choose?
Drum roll please....
Like every article on the internet that covers a similar topic... the answer to "Which one should I choose" comes down to "it depends". Here's the super duper simple summary:
Choose Amazon Japan if you want fast sales, simple logistics, and a plug-and-play system.
-or-
Choose Rakuten if you want to build a brand, create a loyal customer base, and don’t mind higher fees.
No matter which one you pick, you’ll need a fulfillment partner to store and ship your inventory. That’s where Mix-Mix Mail comes in. We have warehouses in Tokyo and Los Angeles, so you don’t have to fill your apartment with boxes and rethink your life choices.