Entering the Japanese Market: A First-Steps Checklist for Small Businesses
Japan is one of the world’s largest consumer markets, with customers who are loyal, quality-conscious and willing to pay for something they trust. It also has a reputation for being hard to enter. Much of that difficulty comes from treating Japan like any other export market. This checklist covers the first steps for a small or medium-sized business looking at Japan, and the questions to answer before you spend serious money.
1. Check the fit
- Is there demand? Look for similar products already sold in Japan, how they are priced and how customers talk about them in Japanese reviews.
- What makes you different? Japan often has strong domestic competitors. “Foreign” alone is rarely enough; quality, design, a clear story or a specific benefit usually is.
- Can you meet expectations? Japanese customers expect careful packaging, accurate information, punctual delivery and fast, polite support. Make sure your operations can deliver this.
- Are there rules for your product? Food, cosmetics, supplements, medical devices and electrical goods all have specific Japanese regulations. Check early with a specialist.
2. Choose how you will enter
| Route | Good for | Things to consider |
|---|---|---|
| Selling online from abroad | Testing demand with low upfront cost. | Shipping, import duties, returns and Japanese-language support. |
| Japanese marketplaces | Reaching customers where they already shop. | Fees, competition and listings written in natural Japanese. |
| A distributor or agent | Retail access, local knowledge and existing relationships. | Choosing the right partner, exclusivity terms and your margin. |
| Your own Japanese entity | Long-term commitment, hiring locally and building your brand. | Cost, legal and tax obligations; get professional advice. |
Many companies start online or with a partner, prove demand, and only then set up locally.
3. Localise properly
Translation is only the start. Your product names, packaging, website and marketing need to make sense to Japanese customers, not just be in Japanese. Our guides to localising your product for Japan and building a website for Japanese customers go into detail. Two practical points that foreign sellers often miss:
- Prices. Prices shown to Japanese consumers are expected to include consumption tax.
- Seller information. Online sellers to Japanese consumers are expected to publish a page of business details, commonly titled 特定商取引法に基づく表記 (tokutei shōtorihiki-hō ni motozuku hyōki), with the seller’s name, address, contact details, prices and return policy. Check the exact requirements with a local adviser.
4. Build trust before you sell
Japanese customers and business partners tend to research carefully and avoid risk. Things that build trust include a clear company profile, real contact details, Japanese reviews, press coverage, and a track record of doing what you said you would. On the B2B side, relationships matter a great deal. Expect several meetings before a decision, and see our guides to business etiquette, meetings with Japanese partners and negotiating with Japanese companies.
5. Plan for payments and support
- Payment methods. Credit cards are widely used, but many Japanese shoppers also expect options such as convenience store payment, bank transfer and popular mobile wallets.
- Customer support in Japanese. Email support in natural Japanese, with fast and polite replies, makes a big difference. Our guide to customer support for Japanese customers explains what is expected.
- Returns and complaints. Have a clear policy and handle problems with a sincere apology and a quick fix.
6. Market the Japanese way
Channels, tone and design that work at home may not work in Japan. LINE, Instagram, X and Japanese marketplaces often matter more than they do in Western markets, and detailed, information-rich content is normal. See marketing to Japanese customers for what is different.
7. Invest in the language
You don’t need to be fluent to do business in Japan, but someone on your side who understands Japanese changes things. Even basic Japanese from the founder or account manager shows commitment and helps relationships. For bigger moments, bring in professional translation and an interpreter. Our guide to Japanese training for employees explains how to give your team the language and cultural skills they need.
Japan rewards patience. Companies that take time to understand their customers, build relationships and get the details right often find a market that stays loyal for years.