Japanese Online Shopping: Which Platform is Best?

TL;DR

As of August 2026, Amazon Japan^[1] is best for English support and fast delivery, Rakuten^[2] for selection and rewards, and Mercari^[3] for cheap secondhand finds. Rakuten and Mercari are Japanese-only and rarely ship abroad, so overseas shoppers pair them with a proxy like OneMall.

• Amazon JP^[1]: English support, international shipping, fast delivery, but pricier with a smaller catalog.
• Rakuten^[2]: huge selection, points rewards, seller contact, but Japanese-only and harder to navigate.
• Mercari^[3]: cheap secondhand goods and an easy app, but Japanese-only with no international shipping.
• Pick by priority: convenience (Amazon), variety/deals (Rakuten), bargains (Mercari).
• A proxy like OneMall unlocks Rakuten and Mercari for international buyers.

E-commerce in Japan

When you’re looking to purchase items from Japan, the number of online platforms can feel overwhelming. With OneMall – Japanese Proxy Service | Buy from Japan!, you gain access to these various marketplaces. Let’s examine some of the primary destinations for online shopping so you can make well-informed choices.

Major E-commerce Platforms Overview

Platform Comparison

Amazon Japan

Pros: – Available in English – Options for international shipping – Dependable customer service – Quick delivery times

Cons: – Some items are more expensive – Fewer products compared to local sites – International shipping restrictions on certain products

Rakuten

Pros: – Wide selection of products – Frequent promotions – Points-based reward system – Ability to communicate directly with sellers

Cons: – Site is only in Japanese – Can be difficult to navigate – Shipping policies vary – Limited support for international customers

Mercari

Pros: – Access to secondhand goods – Competitive prices – Easy to use mobile app – Direct communication with buyers and sellers

Cons: – Requires knowledge of the local language – No international shipping options – Few payment options – Listings may be available for a limited time

Price Comparison Analysis

Price Analysis

Price Ranges by Category

1. Electronics
   1. Amazon: Mid to High
   1. Rakuten: Low to Mid
   1. Mercari: Varies
2. Fashion
   1. Amazon: Mid
   1. Rakuten: Low to High
   1. Mercari: Low to Mid
3. Collectibles
   1. Amazon: High
   1. Rakuten: Mid to High
   1. Mercari: Low to Mid

User Experience Comparison

Interface and Navigation

Frequently Asked Questions

Which Japanese shopping platform is best for beginners?

Amazon Japan^[1], because it offers English support, a mobile app, and international shipping on many items.

Can I use Rakuten or Mercari from outside Japan?

They are Japanese-language and mostly don’t ship internationally; use a proxy like OneMall to buy and forward.

How much does a proxy like OneMall cost?

Commission as low as ¥200/order, first 6 orders free then ¥100/order, and up to 90 days of free storage.

Are there extra import costs?

Possibly. The U.S. $800 de minimis exemption was revoked on 2025-08-29,^[4] so check your country’s customs.

Which platform is cheapest?

Mercari^[3] usually has the lowest prices for secondhand items; Rakuten^[2] runs frequent promotions.

References

1. Amazon Japan
2. Rakuten
3. Mercari Japan
4. U.S. Customs and Border Protection

Last updated: 2026-08-05.